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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
2 Entities mappedProfessional social platform for hiring, advertising, sales and learning.
“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
German media agency for cross-channel planning and buying.
“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.