Observed Signal · Jul 13, 2026 · Survey · Source: Horizont · Impact: 2/5 · Sentiment: Positive
AI in B2B Marketing Market: AI Competence Rising in B2B Marketing
A joint study by LinkedIn and OMD e2b finds that AI competence is becoming increasingly important in B2B marketing. The survey — the second run by the partners since 2024 — shows more B2B marketers using AI for strategy development, market analysis and campaign conception, while some established methods are losing relevance. The article was published on Horizont on 2026-07-13 and highlights the growing role of AI tools in B2B marketing practice.
Survey shows a clear trend of increasing AI adoption in B2B marketing—relevant for agencies, marketers and platform strategies but not a disruptive platform or policy event.
Wichtigste Kernpunkte & Evidenz
- LinkedIn and OMD e2b conducted a survey on AI usage in B2B marketing.
- This is the second edition of the study since 2024.
- The survey finds more B2B marketers using AI for strategy development, market analysis and campaign conception.
- The article was published on Horizont (dfv Mediengruppe) on 2026-07-13.
Verknüpfte Unternehmen
2 verknüpfte UnternehmenProfessionelles soziales Netzwerk für Personalbeschaffung, Werbung, Vertrieb und Weiterbildung.
“LinkedIn and OMD e2b, the B2B-marketing specialised unit of OMD Germany, are conducting their study on usage for the second time since 2024....”
OMD Germany
OMD Germany ist eine führende Mediaagentur für datengestützte, kanalübergreifende Mediaplanung, programmatischen Einkauf und datenschutzkonforme Performance-Optimierung im Enterprise-Segment.
“OMD e2b is described as the B2B-marketing specialised unit of OMD Germany....”
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.