By Canio Martino, CRO/MD at B2B Media Group
Gartner’s recent prediction that 30% of generative AI (GenAI) projects will be abandoned by the end of 2025 is a stark reminder of the challenges that come with emerging technologies. Poor data quality, inadequate risk controls, escalating costs, and unclear business value underscore a critical point for B2B marketers: AI alone isn’t the answer. The real key to unlocking AI’s potential lies in data quality and strategic implementation.
Generative AI has (and probably still is) regarded as a game-changer for marketing, offering unparalleled opportunities to automate content creation, personalise outreach, and scale lead generation efforts. However, as Gartner notes, many organisations struggle to realise tangible value from AI investments. Why? AI, like many processing functions, iis only as good as the data that fuels it.
B2B marketers know that lead generation isn’t just about volume—it’s about quality. And quality starts with accurate, enriched, and well-structured data. If companies feed AI models with incomplete, outdated, or unverified data, the results will be subpar, leading to wasted budgets, poor conversion rates, and ultimately, abandoned AI projects.
To avoid the fate of failed GenAI projects, B2B marketers must adopt a data-first mindset. When I think about how we help our clients deliver on this, there’s 4 key areas that come to mind:
Despite the anticipated challenges, AI is not a trend, it’s the future and becoming more of our present. The difference between those who succeed and those who abandon AI projects will come down to execution. At B2B Media Group, we’ve seen firsthand how organisations leveraging high-quality data and AI-driven insights can significantly improve their lead generation outcomes. The key is understanding that AI is an enabler, not a silver bullet. It’s a finely tuned process with continued oversight, it’s not a cheat code or hack.
The winners in this AI-driven era will be those who approach it with a data-first strategy, align it with real business objectives, and continuously refine their models based on actionable insights. AI, when fueled by quality data, has the power to elevate B2B marketing from a volume game to a precision-driven growth engine.
Now is the time for B2B marketers to double down on data quality and leverage those lead gen patterns that have implemented strategic AI processes because those who do will be the ones driving the next wave of marketing innovation and business growth.