What Matters When Implementing AI in B2B Marketing

At Aimers, we actively use AI in our work with B2B companies and clearly see what needs to be done for these tools to truly strengthen marketing. Based on HubSpot research and our own experience, we share insights that will help you integrate AI tools in a way that delivers results and impacts metrics.

In 2025, the HubSpot team surveyed over 1,500 marketers worldwide who use AI in their workflows. The statistics in this section are based on the collected data.

The Real Adoption Map: How Marketers Use AI Today

AI is no longer a strange guest in marketing performance but rather a usual companion in work. According to HubSpot, 66% of specialists all over the world already use it not only for generating simple content but also in more advanced scenes, like data analysis and personalization setup. A key driver of its increasing adoption is the way AI is embedded into familiar tools. When necessary features are already present in Zoom or Google Workspace, their usage immediately becomes organic. This is the way AI stops being some separate technology and becomes a part of the marketing stack.

AI is most often used in channels where a constant stream of content needs to be produced

But content creation is just the first step. AI delivers impact only when it's tied to:

• Funnel analytics and A/B testing
• Email automation, particularly with complex segmentation
• Dynamic content, which appears based on ICP and deal stage
• Personalized suggestions powered by intent signals.

That's the difference between real integration and basic automation.

Most marketing and sales teams use AI to handle specific tasks: accelerating B2B content cycles, conducting research, automating initial communications, and interpreting data

Teams use AI for research, analysis, ideation, internal notes – everything to speed up execution. However, these are tools that do not replace people. The point is thus: AI speeds up the execution, but expertise still drives outcomes.

‍Generative AI helps you write faster, spend fewer resources, and fire up marketing campaigns faster. But it’s important to understand that it does not replace expertise. It’s a useful tool for creating drafts and hypotheses, but it should not be used as the final output. As Alex Cunningham, Channel Lead for Newsletter Demand at HubSpot, puts it: “We always say check your work. AI is there to help us but isn’t the source of truth. It’s a jump start on whatever we are doing.”

What Actually Determines AI Performance in Marketing

AI adoption is accelerating across AI in B2B marketing. And while 98% of surveyed companies plan to maintain or increase their use of AI, 51% of marketers are not yet ready to rely on it consistently. This shows that change must be introduced systematically and in stages.

Teams have an additional burden: new AI tools, new workflows, and connecting it all into one system. But the most powerful results come when teams are engaged in it and employees genuinely show curiosity.

And the HubSpot team has identified the key factors that prevent marketing teams from effectively adopting AI. The real blockers aren't the AI technologies – they're the conditions teams try to use them in.

What Improves Outcomes: Enablement & Workflows

At Aimers, we have found that SaaS companies with robust processes and training infrastructures are the most successful at integrating AI. The HubSpot team came to the same conclusion in its latest study.

AI offers real benefits when used naturally. Tools should not merely patch existing processes nor completely replace them. Furthermore, they should not be imposed by top management. Native implementation works best when employees independently find ways to apply AI to their work, such as testing hypotheses and solving real-world problems. In this situation, expertise is not compromised, and processes become faster and less routine.

To support AI adoption, companies most commonly provide tool subscriptions, training programs, course reimbursements, and access to AI consultants

Marketing teams that use AI and demonstrate high efficiency have the following features in their infrastructure:

• Close integration of AI with CRM and analytics
• Clear and transparent success metrics
• A clearly regulated internal policy for using AI
• A structured system for training and supporting employees.

Agicap, thanks to the Breeze AI solution, saved 750 hours per week and accelerated deal cycles by 20%. Results like this happen only when the architecture is designed correctly

However, according to a HubSpot survey, 18% of companies currently have no internal policy regarding the use of AI. The rest of the respondents said that their companies had minimal recommendations. Other figures exist as well. For example, 26% of surveyed marketers said their organizations restrict the use of AI tools. Another 6% have banned them altogether.

How B2B Teams Will Adopt AI Across

Every year, we see AI embedded deeper in B2B marketing operations. Recent surveys show that 98% of companies plan to maintain or increase their investment in AI, while 67% focus on scaling automation and 66% develop in-house AI tools for internal needs. A very practical reason exists for this: in two out of three cases, proprietary solutions outperform external solutions.

We help various B2B companies optimize their marketing processes and have noticed a clear pattern. It all starts with using AI to generate marketing content. This is the most obvious and easiest entry point. Once visible results appear, established processes form. A set of approved tools, basic training, and performance metrics emerge.

Next comes the integration of AI into infrastructure. Employees started using AI to impact specific marketing metrics. The tools get connected with the CRM and analytics system, and the training approach turns more systematic and gets replicated across the entire team. By this point, the stable, reproducible effects of integrating tools into processes become noticeable.

Over time, AI takes center stage in the marketing strategy. Training is rolled out company-wide, and expanded guidelines are introduced. The tools are used in all processes. All of this occurs as the company's performance indicators increase, and it begins to gain a real competitive advantage.

At Aimers, we believe that AI systems will become an integral part of the entire marketing infrastructure in the next stage. SaaS companies will increasingly develop custom AI solutions for unique tasks. Businesses will gain new opportunities through automation and precise handling of large data sets. This could fundamentally change the approach to B2B marketing.

However, for this to happen, companies must invest in the necessary tools and training. AI can only be used effectively when it becomes a fundamental and standardized approach. It should be used like Microsoft Excel or CRM systems.

Thinking About Optimizing the Marketing Process in Your Company?

Are you looking to improve your PPC, ROI, and conversion rates with AI? If so, we at Aimers can help. We will analyze your marketing strategy, pinpoint areas for growth, and establish an effective AI framework. We would be happy to discuss the details with you.