Why Cisco Says Company Values In Marketing Messaging Are ‘Everything'

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Plus: B2B Marketers Have Big Plans For AI, Nike Needs To Fix Finances And Reputation, Why Walmart Partners With Creator Brands, Reddit Breaks Records

AI isn't just being used by firms that market to consumers. It's also becoming popular among B2B companies, according to a study released last month by AI marketing and personalization platform ON24. The vast majority of B2B marketing arms said they either use AI (53%) or plan to (33%). The same proportion believes AI can help their revenue performance, allow greater scale and personalization, make automation more efficient and effective, and improve the buyer experience.

Different B2B industries seemed to have the same enthusiasm for AI , but financial services companies were using it the most. Two-thirds said they already use AI, and nine in 10 say they will integrate it next year. AI use and plans seemed relatively similar across company revenue size as well. About half of companies with revenues less than $25 million, as well as companies with more than $100 million, say they are currently using AI.

While it's beneficial that B2B marketing companies seem to have solid plans and good reasoning behind adding AI, they still have bigger challenges to face to actually get it working . They need to invest in the systems, and they also need to be able to make them operate—which are arguably the two most difficult parts.

New Nike CEO Elliott Hill, a consummate veteran of the athletic wear company who climbed the ladder from intern to executive, knew the company had serious problems he needed to quickly solve. And just as challenging as coming back from double-digit revenue declines is clawing back Nike's once-stellar reputation . Forbes senior contributor Pamela Danziger writes that in an Olympic year with a sizable marketing campaign, Nike should be doing well. But its Olympics marketing campaign tanked, sending its brand reputation down seven points in one month, according to tracking firm RepTrak. After the Olympics, the company didn't do its reputation any favors, voting against a proposal to address potential human rights violations in its global supply chain, fighting against paying legal fees for a small company from which Nike unfairly appropriated technology, and receiving attacks from a former national gymnastics champion and athletic apparel company.