The Adoption of Digital Tools in the Marketing Strategies of B2B Startups

Mirko Olivieri ()
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Mirko Olivieri: Università Cattolica del Sacro Cuore

Chapter Chapter 2 in Scaling B2B Markets, 2025, pp 23-58 from Springer

Abstract: Abstract This chapter focuses on the adoption of digital tools in agile marketing strategies of B2B startups. It discusses the role of emerging tools, such artificial intelligence, social media, automation and customer relationship management systems, illustrating how these digital technologies enhance personalization, optimize marketing efforts and improve the customer engagement. In addition, the chapter highlights the challenges that the B2B startups face in integrating digital tools, such as limited resources and technological complexity.

Keywords: Agile marketing; B2B startups; Digital tools; Digital technologies; Customer engagement (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-93405-6_2

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DOI: 10.1007/978-3-031-93405-6_2

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