AI is a hot topic in B2B marketing, but is it actually helping marketers accomplish more? According to AgileSherpas' survey, only 17% have fully integrated AI into their processes. However, this group was twice as likely to be fully Agile and experience overall success.
Agility and AI implementation are strongly correlated, with two-thirds of fully Agile teams reporting significant enhancements from AI. Agile practices like experimentation, autonomy, and focus make it easier to integrate AI tools. The most successful B2B marketers use Agile practices and have greater autonomy and focus.
An interesting finding from the survey is that Agile also helps with regulatory compliance, as 91% of Agile marketers reported that it helps them meet requirements. To join the most effective B2B marketers, consider Agile certification courses, which 92% found valuable. Paid and free self-paced video learning were also highly valuable for developing Agile skills.
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What's Different About the World's Most Successful B2B Marketers in 2025
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