Chief marketing officers (CMOs) at B2B technology firms are increasingly falling behind in the fast-moving world of artificial intelligence, according to a new report, with 62% saying they lack the resources, skills, or budget to compete effectively.
The findings come from a survey commissioned by B2B communications agency 3Thinkrs, which polled 200 CMOs at venture-backed start-ups and 200 CMOs at billion-dollar tech brands in the United States and the United Kingdom.
The report highlights growing concerns about generative engine optimisation (GEO) and zero-click search. More than one-third (35%) of respondents worry that rivals are outpacing them in adapting to AI-driven marketing trends.
Venture-backed start-ups appear to be moving faster in some areas, measuring “share of AI voice” at 39%, compared with 26% at billion-dollar firms, and placing greater emphasis on building relationships with journalists at emerging publications (22% versus 11%).
The metrics most often reported to CEOs include share of AI voice (33%), share of traditional search (21%), and share of media voice (19%). In response to declining performance in traditional search, 61% of tech CMOs say they are rethinking their marketing strategies to optimize for AI engines.
Despite the AI focus, many CMOs continue to struggle with branding. The survey found that 61% believe they perform “below par” or struggle to define and maintain a distinctive narrative that buyers can recognize, recall, and repeat. Thought leadership was cited by 40% as the leading tactic to drive growth.
“AI has shaken the economics of brand influence and discovery for tech companies, giving marketers a rare opportunity to gain more influence, just as their competitors are losing it,” said Ruth Jones, CEO of 3Thinkrs. “Those that define a distinctive brand narrative, shift strategies for the changing algorithms, and adjust content formats will steal the charge.”
