Convertr and B2B Marketing’s latest research reveals a surprising question: why does that value appear to diminish the closer AI gets to revenue?
The research finds that AI’s value is concentrated in areas such as content, marketing operations and analytics, while revenue-facing applications account for a much smaller share. Lead scoring and attribution sit towards the bottom of the list, raising a bigger question about where B2B teams are prepared to trust AI and where hesitation remains. In this webinar, we’ll reveal the research behind this AI revenue gap, exploring how B2B marketing teams are using AI today, where they see the greatest value, and why confidence may be harder to establish when decisions depend on revenue-critical data.
We’ll then explore the possible barriers to AI-powered revenue decision-making. Is the challenge the technology itself, or the data infrastructure that sits underneath it?
We’ll also examine the role of contact data quality, governance, verification and human judgement in building the foundations for more trustworthy AI.
Join us to uncover the research findings, challenge some of the assumptions around AI and revenue, and explore what B2B teams need to do differently to turn AI investment into more trusted, revenue-focused decision-making.
