B2B Marketing

The 5 Skills Modern Marketers Need to Become AI-Native

AI-assisted marketers are becoming more replaceable. Marketers who build AI systems around their work are becoming more valuable, more in demand, and harder to compete with.

That’s not speculation. Over the past few months at CXL, we surveyed hundreds of B2B marketers and analyzed how AI is reshaping marketing roles, workflows, and organizational expectations.

The clearest signal from our research: becoming an AI-native marketer is where the industry is heading, and increasingly what companies are hiring for.

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When it comes to AI, most of us are already using it in one way or another. While marketers may lean on it for data analysis, to clean up some copy, or automate repetitive tasks, most marketers primarily use it as a search engine.

Whether it’s ChatGPT, Claude, or Gemini, chances are you’ve already used one of these tools to research something. But what if, instead of using existing AI to gather insights on your audience, you could build your own AI research tool?

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2025 marked a turning point for organic search. The rise of Google’s AI Overviews has led to a noticeable drop in traditional organic clicks. It didn’t just change how content is sourced in search but how search engines decide what content to pull or cite.

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Conversion rate optimization (CRO) today requires more than isolated page tweaks or intuition. Buyer behavior shifts rapidly, funnels spread across multiple touchpoints, and CRO teams are expected to validate every decision with evidence. As a result, the skills required to run high-quality experimentation programs are evolving just as quickly.

The gap between teams with strong CRO capabilities and those without is widening. Without the right training, marketers risk misdiagnosing funnel issues, wasting traffic, or relying on tactics that no longer reflect how users behave.

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Marketing didn’t suddenly reinvent itself. It just stopped rewarding amateurs. The easy wins are gone, channels are crowded, attention is expensive, and “pretty good” means invisible.

The fastest-growing marketers aren’t doing more; they’re doing what works, on purpose, with systems behind it, quicker than the market shifts. They’re complete marketers who can spot a real opportunity, position it cleanly, tell a story that lands, pick the right levers, and measure what matters. And that’s why they keep getting the bigger briefs, bigger budgets, and bigger titles.

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Social media used to be about posting consistently and hoping someone noticed.

Today, every marketer competes against algorithms, shrinking attention spans, and skyrocketing ad costs. What worked last year burns budget this year. Most social media certifications for B2B marketers are built for box-ticking, rather than business impact. You get the badge, post it on LinkedIn, and still can’t connect your social work to revenue.

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Every company wants a “strategic” product marketer, but not many know what that actually means. You can ship launch decks, update competitor comparison sheets, and still have zero influence on profit and loss.

Most product marketers are stuck in launch mode and never make it past messaging. Real product marketing starts after launch; when the market responds, when your GTM strategy gets tested, and when you have to adapt fast or get buried.

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AI agents for B2B marketing

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