AI Prompts Marketing Role Reductions at Nearly Half of B2B SaaS Firms
Nearly half of B2B SaaS companies have reduced marketing roles due to AI, primarily through unfilled positions rather than layoffs, per MarTech reporting on Wynter data.
Nearly half of B2B SaaS companies have cut or reduced marketing roles because of AI. The reductions occurred mainly through companies stopping backfills and allowing attrition to shrink teams rather than through announced layoffs.
Scale of Reductions
The findings come from a survey of 100 directors, VPs, and heads of marketing at mid-market and enterprise SaaS companies. According to MarTech, 47 percent of B2B companies reported reducing marketing roles due to AI.
Functions Identified as Highest Risk
Sixty percent of respondents identified content and copywriting as the functions most at risk from AI. Other areas listed included design and creative work at 37 percent, product marketing management at 26 percent, junior and entry-level positions at 20 percent, marketing operations at 19 percent, and analytics at 18 percent.
Outlook for Current Roles
Ninety-four percent of respondents said their current role would still exist in roughly the same form within the next 24 months, with half selecting “definitely yes” and 44 percent selecting “probably yes.” According to MarTech, the report describes a pattern of compression from below in which senior roles remain while entry-level opportunities narrow.
The full report is available from Wynter with no registration required. According to MarTech, senior marketers are using tools such as Claude to complete work previously assigned to multiple junior staff or contractors.
