When we collected the responses to last year's survey, it was just a few months before OpenAI shocked the entire (marketing) world with the launch of ChatGPT. Since then, artificial intelligence has become widely used, as we all know. But how good are companies at using it? That was one of the questions we were most excited to see the answer to.

Whether it is surprising, uplifting or sad, is probably depending on the eyes that see it. But the fact is that more companies think they are bad than good at using artificial intelligence. From our perspective, these are actually quite encouraging figures.

Considering that such a large proportion of marketing departments have been introduced to such groundbreaking new technology at such short notice, it is impressive that only a little over a third think they are bad or very bad at using AI in their marketing.

Of course, it is difficult to know what they are comparing with, but it does say something about the fact that the experience in companies is relatively positive. The really exciting thing will be to see how it develops over the coming years, and of course we would like to quickly reach a situation where the majority are good at using AI.

There is little doubt that it will have a major impact on both how Danish B2B companies perform in export markets, where they will certainly come up against competitors who use it wildly. But also for the individual marketing employee, who will need to master the new technologies in order to keep their job - whatever that ends up looking like.

Three top scorers in AI integration

There is hardly anyone in marketing Denmark who has not sat and geeked out with ChatGPT, Jasper or Copy.ai and produced blog posts, emails or LinkedIn updates. For the same reason, text production is the most widespread activity that Danish B2B companies use AI for.

In second place comes translation with 52%. It would probably not be as high if we were not talking about export companies, but here it can really make a difference, because companies have to operate in many languages.

Brainstorming for topics and ideas comes in a solid third place with 50%, and it will probably come as no surprise to those who have asked ChatGPT to give them 50 ideas for a blog post about XYZ. Admittedly, many of them are lousy, and all your competitors can do the same, but it is still deeply, deeply impressive to see.

There is a long way down to the next ones on the list, but we are convinced that the picture will change considerably next year, as integration takes off in marketing departments. For example, it is hard to imagine that ad production and distribution will remain a purely human process.

Just get started

One of the most commonly used pieces of advice when it comes to AI is that everyone should just sit down and learn it. And this goes all the way up to the top executives, who should get their fingers right into the artificial brain cells.

But what many people forget in this equation is that AI is technology, and a very complicated and new one at that. For most people, new technology is neither easy to learn nor understand. So telling people to just sit down and learn it is an unreasonable and unrealistic demand.

This point is underlined by the answers to the question of what causes the biggest challenges for Danish B2B companies. In first place with 54% is learning how to use the tools, followed by a lack of overview of what is possible with AI and in third place a lack of skills to use AI.

In other words, there is a resounding need to figure out how to make this work. There is no way around using AI, but companies should expect to put in a lot of work to upskill their employees, and that goes beyond a message of "just sit down and learn it".

AI does not remove budgets

One of the most debated potential consequences of the AI invasion in Danish companies - and the rest of the world for that matter - is what it will mean for job security. In other words: Will we be replaced by machines?

This report cannot answer that question for obvious reasons. But we can state that even though there may be a lot of money to be saved by using artificial intelligence, the expectations among marketing people are that it will either have no effect on budgets, or that there will be even more money.

In the short term, it is expected that there will be no effect, as the new tools are not free, especially if they have to be customized to each company.

In the long term, it will be interesting to see, but we have talked to enough marketing managers to know that there are significantly more tasks than there is time available. So we can all cross our fingers that the bean counters out there will focus on all the good marketing work that can be done for the same or more money instead of the savings.

Read the case: "Almost better than an assistant"

In a Danish context, where B2B companies often export abroad, making their world a bit more complex, it is surprising that only 61% have a written marketing strategy. This figure is even more striking when we consider that 72% of the most effective companies in their marketing efforts actually have formulated such a strategy.s.

The main reasons for this lack of strategy development may be manifold. Firstly, smaller companies may lack resources and expertise to develop a comprehensive strategy. This is especially true for startups or small businesses that may prioritize sales and product development over strategic marketing planning. Secondly, some companies may rely on ad hoc or informal marketing approaches that have historically worked but are not necessarily sustainable in the long term.

Moreover, there may be a lack of understanding of the value of a written marketing strategy. Some business leaders might not see the direct connection between a well-defined strategy and improved business performance, especially in an international market where complexity and competition are higher.

The consequences of not having a written marketing strategy can be significant. Without a clear plan, companies risk losing focus, wasting resources on ineffective marketing efforts, and losing market share to more strategically oriented competitors. This is underscored by the fact that the most effective companies in the study more often have a formalized strategy, indicating a clear advantage of having a well-defined and coordinated approach to marketing.

This report points to an urgent need for greater understanding and implementation of structured marketing strategies in Danish B2B export companies. Prioritizing and investing in such a strategy can not only improve immediate marketing effectiveness but also ensure long-term competitive advantages in the global market.

That being said, one must of course consider whether this is where the investment should lie, if for example you are only one person in marketing and have limited resources.

Company size is crucial for marketing strategies.

The size of a company plays a crucial role in the development and implementation of marketing strategies. 80% of companies with 250 or more employees have a written marketing strategy, compared to only 55% of companies with fewer than 50 employees. This can be attributed to several factors:

Resources and capacity

Larger companies often have more extensive resources, including financial capacity and personnel, which can be allocated to strategic planning. They also have the opportunity to hire specialized marketing experts or external consultants who can develop and maintain a comprehensive strategy. Smaller companies often struggle with limited resources and cannot always justify a dedicated marketing department.

Organizational structure and complexity

Larger companies tend to have more complex organizational structures, which may require a more formalized approach to marketing and strategic planning. They also often operate in multiple markets, making the need for a well-defined marketing strategy more pressing to coordinate and target efforts effectively.

Experience and market understanding

Larger companies typically have more experience and a deeper understanding of the markets they operate in. This gives them an advantage in identifying the need for and benefits of a strategic marketing approach. They have often seen the value of strategies in practice and understand how they can be applied to achieve competitive advantages.

Scaling and growth focus

Large companies often have more ambitious growth and scaling goals, which require a more formalized approach to all aspects of business operations, including marketing. A written strategy provides them with a clear roadmap for achieving these goals and ensures that all departments are working towards common objectives.

Risk management and market changes

In an ever-changing market, larger companies may see the development of a strategy as a necessity to navigate and adapt quickly. A well-defined strategy allows them to anticipate and respond to market changes more effectively.

For smaller companies, where day-to-day operations often take precedence and resources are scarce, developing a comprehensive marketing strategy may seem less pressing or even unattainable. However, this can limit their growth potential and ability to compete effectively in both local and international markets in the long run.

Simplifying the strategy

Smaller companies should focus on creating a simple plan that defines the key marketing objectives and target audiences. Focus on core elements such as customer knowledge and differentiation from competitors. Short, clear goals make the strategy manageable.

Use digital tools

Take advantage of digital resources to develop marketing strategies. Social media, online market research, and budget-friendly digital courses can increase efficiency with limited resources.

Involve the entire team

In smaller companies, it is crucial to engage all employees in the marketing effort. Develop a culture where everyone contributes ideas and understands the company's marketing goals, which increases engagement and innovation.

48% of Danish B2B export companies surveyed this year have mapped their customers' journey. This is an increase of 5 percentage points from last year, but it is still a remarkably low number, especially considering that the customer journey is so crucial for understanding and effectively responding to customer needs and preferences throughout the sales process.

Mapping the customer journey gives companies an in-depth understanding of the different stages a potential customer goes through, from the initial discovery of a product or service to the final purchase. This knowledge is essential for developing effective marketing strategies and content that is tailored to the needs of customers at different stages.

It is also noteworthy that 60% of the most effective companies in the report have mapped their customer journey, indicating a strong correlation between a deep understanding of the customer journey and marketing effectiveness. If your company neglects this aspect, you risk losing important insights that could help you optimize your marketing efforts and improve your conversion rates.

The consequences of not mapping the customer journey can be far-reaching. Companies without this understanding risk wasting resources on marketing efforts that do not resonate with their target audience and may lose potential customers to competitors who better understand and meet customer needs. Additionally, a lack of understanding of the customer journey can lead to poorly timed or irrelevant sales pitches, which can damage the brand's reputation and customer relationships.

For B2B export companies, it is especially important to map the customer journey because of the often complex and lengthy decision-making process in B2B sales. By having a clear understanding of the journey, companies can more effectively adapt their marketing strategies to different international markets, where cultural and economic differences can have a major impact on the purchasing decision process.

In conclusion, it is essential for B2B companies, especially those in the export sector, to invest time and resources in understanding and mapping their customers' journey. This will not only lead to more targeted and effective marketing campaigns, but also contribute to building stronger customer relationships and ultimately driving the company's growth and success.