Leveraging Digital Tools In B2B Startups Agile Approach: A Multiple Case Study Analysis

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

Chapter Chapter 3 in Scaling B2B Markets, 2025, pp 59-85 from Springer

Abstract: Abstract The aim of this chapter is to investigate how B2B startups implement digital tools in their agile marketing strategies. By analyzing three case companies, the chapter focuses on (1) the role of digital tools in marketing campaigns; (2) the integration of these tools to optimize the decision-making process; (3) the adoption of digital tools for favoring the collaboration among teams; and, finally, (4) the emerging role of AI tools to optimize the agile marketing strategies of the analyzed new ventures.

Keywords: Agile marketing strategies; B2B startups; Cross-functional collaboration; Decision-making process; Artificial intelligence (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_3

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DOI: 10.1007/978-3-031-93405-6_3

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