Why Cisco Says Company Values In Marketing Messaging Are ‘Everything’

AI technology is no longer the sole domain of consumer marketing; it’s rapidly gaining traction among B2B companies, according to a recent study from AI-driven marketing platform ON24. Released last month, the study reveals that a substantial 53% of B2B marketing teams are already utilizing AI, while another 33% plan to adopt it soon. A notable 90% of respondents believe AI can enhance revenue performance, enable greater scalability, boost automation efficiency, and improve buyer experiences.

The financial services sector leads this trend, with two-thirds of these companies already integrating AI and nine out of ten planning further integration next year. Interestingly, AI adoption in B2B marketing is consistent across various revenue brackets, with 50% of both smaller ($25 million or less) and larger ($100 million or more) companies actively leveraging AI.

Content creation has emerged as the most popular application, with 63% currently using AI to develop promotional material, and 62% intending to prioritize analytics and measurement next year. While these companies have clear goals for AI, the journey isn’t without hurdles. Implementing the necessary systems and getting them to function effectively remain key challenges.

Cisco, a prominent B2B player, provides insight into maintaining brand relevance. CMO Carrie Palin shared Cisco’s focus on embedding core values like reliability and innovation into their messaging. Cisco’s creative approach includes high-end visual ads that highlight the company’s human-centered values, making it a standout among B2B brands.