AI to Partnerships, how B2Bers can prep for New Year - Advertising - BizReport

Kristina: What trends are you watching now in the B2B space? Peter Isaacson, CMO, Demandbase: Artificial Intelligence (AI) was the hot topic of 2017, and it will continue to be a trend to watch in 2018. From using AI to enhance personalization to improving engagement and increasing conversions, we've only just begun to scratch the surface of its capabilities in the B2B marketing space. The good news is that the technology is getting easier to use, becoming more customizable and able to drive more meaningful and measurable results. It'll also be interesting to see how the marketing technology landscape develops in 2018, as new companies, partnerships and avenues for growth surface.