Analytics of AI-Driven B2B Marketing Excellence for Sustainable Firm Performance in the Digital Age: SEM Analysis

Abstract

This study utilized Structural Equation Modeling to analyze B2B marketing excellence from 260 respondents across various B2B companies in Oman. The study uses a convenient sampling approach to explore the multifaceted relationship between AI-driven strategies and B2B marketing excellence for sustainable firm performance. Furthermore, Smart-PLS is leveraged for its adaptability in handling complex high-order SEM structures. The hypotheses suggest that AI-driven marketing excellence positively correlates with information management, integration, and implementation management systems. Through rigorous analysis, this research sheds light on AI's influence on B2B marketing dynamics, offering valuable policy implications and tangible outcomes for businesses navigating the digital age. The findings render the role AI's role in shaping the future of sustainable B2B marketing excellence.