ExoB2B and researchers from the Université du Québec à Montréal (UQAM) have launched a study to analyze how Quebec B2B companies implement artificial intelligence in marketing and sales. The project aims to provide much-needed local benchmarks to help businesses assess their AI maturity and strategic direction within the Quebec inter-company market.
Why is AI maturity benchmarking critical for Quebec B2B firms?
Currently, Quebec-based B2B companies operate with limited data regarding how their peers use artificial intelligence. This lack of local context makes it difficult for executives to determine if their digital strategies are competitive or lagging behind industry standards.
According to ExoB2B, the absence of specific regional data leaves businesses without clear markers to evaluate their technological progress. Without these comparative tools, companies struggle to justify investments or identify gaps in their digital capabilities.
Lynda St-Arneault, president of ExoB2B, stated that while much is said about AI in marketing and sales, there is a lack of “concrete reading” of what is actually happening within local B2B organizations. The research, supervised by Professor Benoit Bourguignon, intends to bridge this gap by documenting real-world usage, organizational barriers, and emerging opportunities.
Which marketing and sales functions will AI transform most?
The research focuses on several core areas where AI is rapidly changing the B2B landscape. These include market analysis, lead generation, and the personalization of client communications. As these technologies evolve, the study expects to see shifts in how sales teams support their targets and how marketing departments automate repetitive tasks.
Industry trends suggest three primary areas of evolution:
- Predictive Lead Scoring: Moving beyond manual qualification to use machine learning for identifying high-value prospects.
- Automated Personalization: Using generative tools to tailor complex B2B messaging at scale without losing professional nuance.
- Enhanced Market Intelligence: Leveraging AI to process vast datasets for real-time shifts in buyer behavior.
How does AI integration affect B2B organizational culture?
A common misconception is that AI adoption is strictly a software implementation issue. However, the ExoB2B study highlights that true integration requires changes to internal structures.
Lynda St-Arneault noted that for B2B firms, the real challenge lies in how these tools integrate into existing processes, data management, employee skills, and corporate governance. A tool is only as effective as the culture that supports it.
This means that successful AI adoption likely requires:
- Updated Governance: Establishing clear rules for data usage and AI ethics.
- Skill Reskilling: Training sales and marketing staff to work alongside automated systems.
- Data Cleanliness: Ensuring organizational data is structured enough to feed AI models accurately.
How can your company participate in the UQAM study?
The research is specifically designed for decision-makers and specialists involved in the evolution of B2B sales and marketing. Target participants include:
- Executives and business leaders
- Marketing and sales managers
- Digital transformation and digital responsibility officers
- Data analysts
Participation involves a single online questionnaire hosted on UQAM servers. The survey takes approximately 10 to 14 minutes to complete. All responses are treated confidentially and analyzed in an aggregated format to protect individual company identities.
The final results will produce a comprehensive research report, providing Quebec companies with the comparative benchmarks they currently lack to guide their future AI investments.
Frequently Asked Questions
Who is conducting this research?
The study is a collaboration between ExoB2B and researchers from the Université du Québec à Montréal (UQAM), under the supervision of Professor Benoit Bourguignon.
Is my company’s data safe?
Yes. The questionnaire is hosted on secure UQAM servers, and all data is processed confidentially and presented only in aggregate form.
What is the main goal of the study?
The goal is to create a clear portrait of AI practices, challenges, and opportunities specifically within the Quebec B2B sector to help companies make informed decisions.
How long does the survey take?
Most participants complete the questionnaire in 10 to 14 minutes.
Are you interested in how AI is reshaping your industry?
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