B2B Marketing Technology

Naushaba Chowdhury (), Pravin Balaraman (), Jonathan Liu (), Ibrahim Sirkeci () and Jonathan A. J. Wilson ()
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Naushaba Chowdhury: University of the West of Scotland
Pravin Balaraman: University of the West of Scotland
Jonathan Liu: University of Wales
Ibrahim Sirkeci: International Business School
Jonathan A. J. Wilson: Regent’s University London

Chapter Chapter 9 in Essential B2B Marketing Strategies, 2025, pp 145-162 from Springer

Abstract: Abstract TechnologyTechnology has been a key driver to business change. The strategiesStrategy and tactics adopted by businesses to serve customersCustomer better and enhance engagementEngagement and satisfaction have evolved the way businesses operate. Specific to marketing, marketing automationAutomation, and the marketing technologyTechnology infrastructure have been of prime importance to businesses to remain relevant to their customersCustomer. From a B2B perspective, relationships, networks, and interactions that have been of utmost importance to gaining competitive advantageCompetitive advantage have been supported using technologyTechnology and digital efforts from businesses. In this chapter, the marketing technologyTechnology tools that are available are covered with specific attention to how marketing automationAutomation can aid B2B marketingB2B marketing to support businesses to utilize technologyTechnology for their marketing techniques.

Date: 2025
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DOI: 10.1007/978-3-031-91104-0_9

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