The Evolution of Expertise: How AI Shapes Winners and Losers in B2B Marketing

With Nvidia’s billion-dollar processor sales making headlines and recent buzz around Figma’s AI-release, the pace of technological evolution has surged to unprecedented levels.

We don’t know where it will end, but we know one thing: there is no end to AI.

And with this change, a plethora of white-collar jobs face uncertainty. Customer service, sales, and office support are particularly vulnerable, as highlighted in McKinsey’s report Generative AI and the future of work in America.

And while previous industrial revolutions have replaced old jobs with new jobs (in the US, more than 60% of employment in 2018 was found in job titles that did not exist in 1940, according to an article in the Harvard Business Review), experts aren’t so sure it will stay the same with this shift.

Marketing takes a hit, as usual in downturns (though it gets to fly high in boom times—cycles we often forget at rock bottom).

With the help of AI, writers can now create visuals, designers can whip up text, and digital managers get their analyses served on a platter. Even C-suite executives might think they can do it all themselves.

That’s how powerful AI has become.

From Hammer to Nail Gun: AI’s Transformation

Back in the day (or just a decade ago), you could hammer a nail with a hammer, but building a house meant hammering hundreds. The workload became overwhelming, the questions too numerous, and the personal tools available were too basic.

So you hired the experts—those who not only hammered thousands of nails in their lifetime but had professional tools—like a nail gun!—to complete the job in hours instead of months.

That’s exactly what AI has done for B2B marketing—it’s given everyone a virtual nail gun. The previous sought-after experts with the heaviest of heavy nail guns (content writers, designers, data analysts, email marketers....) now have to accept that everyone in their team has access to the very same nail gun, as they do.

Speed and Efficiency with AI

What used to take hours, days, or weeks now happens in minutes. Suddenly, your text, image, or analysis is right there on your screen. And it didn’t take longer than it takes to write “prompt”.

Consider the example of predictive analytics in customer segmentation. AI algorithms can analyze datasets to identify customer segments and predict purchasing behaviors. This capability allows marketers to tailor campaigns with precision, maximizing ROI and customer engagement.

Or, look at the efficiency play by Swedish fintech-giant Klarna. Throughout the first quarter of 2024, Klarna generated 1,000 images using generative AI tools. And Klarna CEO Sebastian Siematowski tweeted:

AI-driven Production in Creative Fields

For anyone within the creative fields (marketing included), these numbers are at the same time terrifying and astonishing. Are the same tools we use to enhance writing, design, and analysis in reality… killing our industry? (Yes, let’s say that quiet part out loud).

The call is still out, but the traditional experts—the marketing craftsmen—are feeling the pinch. AI-driven tools empower writers, designers and editors to create content and accelerate the creative process but also challenges traditional notions of craftsmanship in digital media.

Just like blue-collar experts (printers, machinists, you name it) were replaced by automation in the last century, white-collar experts (including B2B marketers) are facing the same fate now.

Because when everyone can handle a nail gun, we have to change the perspective on how to run marketing organisations.

Yesterday, it was about who could do this. Tomorrow, it’s about how we should do this.

The Importance of Subject Matter Experts (SMEs) in the Age of AI

“Yesterday,” when AI was less prevalent, success often depended on individual expertise—those who could execute tasks efficiently and effectively stood out. However, as AI technology advances, the emphasis is shifting.

“Tomorrow,” with AI integrated into marketing strategies, the critical question evolves from capability (“who”) to approach (“how”). AI enables marketers to automate repetitive tasks, analyze datasets, create content and personalize marketing efforts at scale. Therefore, success no longer hinges on individual skills but on understanding how to leverage AI tools.

And in order to understand this, you need to understand your target audience, the industry they are within, the challenges they face, to know what content is factually correct and relevant and what merely appears good and sounds right. The difference is stark when communicating with fintech investors, engaging with ESG regulators, or driving growth for SaaS companies, where metrics like churn rate and NRR impact valuation and funding.

And that’s where the new breed of experts steps in as AI takes over the old guard.

Being great at writing, analyzing data, or designing visuals isn’t enough anymore.

Understanding the subject matter, the audience, the challenges, industry jargon, and showing customer value for SaaS users, fintech experts, or the green tech sector—that’s what makes a difference.

Conclusion: The Return of the Subject Matter Expert

In B2B marketing, AI’s impact is undeniable. It has revolutionised how we analyse data and create content. This shift presents both challenges and opportunities for marketers in Europe.

Why is this important?

European B2B marketers are uniquely positioned to understand the nuances across diverse cultures, markets, industries, and languages. This regional expertise is both a challenge and an opportunity in the age of AI. While artificial intelligence accelerates tasks and enhances data-driven insights, it lacks the nuanced understanding and soft skills necessary for navigating European markets.

Our ability to interpret cultural subtleties, adapt messaging for different markets, and build relationships based on trust and empathy remains irreplaceable. AI can optimize processes and streamline operations, but it cannot replicate the human touch required to establish rapport with clients in Germany, negotiate deals in France, or understand the regulatory landscape in Scandinavia.

This dual nature of AI—threatening traditional roles yet opening doors for those who can harness its power alongside their soft skills—underscores the evolving role of B2B marketers in Europe.

AI redefines what a marketer should spend most of their time on, and it underscores the role of strategic insights and industry knowledge. Embracing AI as a tool to enhance rather than replace, we position ourselves for the future of B2B marketing across Europe.

Sadly, the old-school marketing experts are already overshadowed by AI.

But welcome back to the stage—the AI-enhanced subject matter expert.

#B2BMarketing #DigitalMarketing #TechEU #EuropeanTech #AImarketing #SaaSmarketing