Marketers in APAC are ready to embrace AI, with more than three-quarters (76%) feeling confident about using the technology, according to new research from LinkedIn, the world’s largest professional network and leading B2B advertising platform.
The study of 1,500+ marketing professionals across the globe, including over 700 in APAC (the Philippines, Australia, Japan, India, Indonesia, Malaysia, Singapore), reveals that the majority of marketers in the Philippines (82%) believe AI will significantly change how they work in the next year, and 53% hope it will help them be more productive. The research found that 88% believe AI will support their work and help create space for teams to think innovatively.
AI will free up time for marketers to build impactful creative campaigns
In a year of rapid technological advancement, generative AI promises to present new ways for marketers to work.In the Philippines, 6 in 10 marketers are using the technology today, with more than half (55%) experimenting with tools such as ChatGPT. LinkedIn’s latest ‘B2B Marketing Benchmark’ report also finds that nearly 8 in 10 (75%) B2B marketing leaders globally plan to increase their use of generative AI in the next year.
As companies look to stay top of mind and leverage creativity to build memorability among audiences, AI will enable marketers to spend more time on higher-value work, such as engaging customers, and less time trying to find potential buyers. In the Philippines, marketers plan to use AI for day-to-day tasks, such as summarizing lengthy articles and videos (87%), creating first drafts of written content and presentations (80%), and helping them problem-solve (86%).
Matt Tindale, Head of Enterprise, LinkedIn Marketing Solutions, Asia Pacific said: “AI is permeating all aspects of work, including marketing. It is now more crucial than ever to create memorable campaigns that enhance brand value. However, many B2B CMOs say they feel pressured to drive results with limited resources. This often leads marketers to prioritise short-term business needs over long-term strategic efforts. AI holds the potential to assist B2B CMOs by freeing up their time to concentrate on the strategic aspects of their roles. As the landscape of B2B marketing continues to evolve, AI tools will enable marketers to dedicate more time to crafting creative campaigns that drive engagement, establish connections with customers, and yield positive results.
LinkedIn pilots Accelerate, a new automated B2B marketing campaign creation experience powered by AI
To support B2B marketers in the campaign creation process, LinkedIn is piloting to a limited number of customers in North America, starting today, Accelerate - a new, automated marketing campaign creation experience powered by AI. In as little as five minutes, Accelerate will recommend an end-to-end campaign and automatic optimizations to reach the right B2B audience with engaging creatives, which marketers can adjust and fine-tune before they launch the campaign.
Accelerate builds on LinkedIn’s other AI features, including automated placement, which delivers a 47% improvement in cost-per-conversion and Predictive Audiences, improving cost per lead by 21%. More marketers in North America, India, and Australia will have the option to try Accelerate in the coming weeks. LinkedIn plans to make Accelerate available globally in 2024.
Here’s how Accelerate will support marketers:
- To get started with Accelerate, marketers will provide a product URL, and then LinkedIn will use AI to analyze the website they shared, their company’s LinkedIn Page, and their account’s prior LinkedIn ads to recommend a campaign. Using this customer data, LinkedIn will build creatives and an audience, allowing marketers to adjust copy, images, and refine targeting parameters. Marketers can click an ‘Assist’ button to receive recommendations to improve campaign performance, ask questions about the experience, or connect to a live support agent.
- With Accelerate, LinkedIn is bringing together several of its current automation features, including Predictive Audiences, to dynamically adjust campaign targeting so marketers can quickly and confidently reach buyers who are most likely to take action from the community of more than 950 million professionals on LinkedIn.
- Marketers will get Automated Performance Summary Reports to help them understand campaign performance, including spend, cost per key result, impressions and clicks, and trends, like audience engagement, so that they can think more strategically about future campaigns.