Marketing Automation in Business-to-Business Relationships and the Emerged Value Cocreation

Diogo Mattos, Beatriz Casais () and Alexandra Braga
Additional contact information
Diogo Mattos: IPAM Porto
Beatriz Casais: University of Minho
Alexandra Braga: Polytechnic Institute of Porto

Chapter Chapter 5 in COVID-19, Technology and Marketing, 2021, pp 85-99 from Springer

Abstract: Abstract By the time of COVID pandemic and the consequent physical contact restrictions, relationship marketing requires the use of digital technologies. While digital marketing and marketing automation has been widely researched in the business-to-consumer (B2C) context, this chapter discusses the use of marketing automation in business-to-business markets and explores how value cocreation occurs. Contextualized in the Service Dominant Logic (SDL) theory to explain the value emerged, the inbound content marketing methodology rises as a strategy to nurture, classify and follow leads throughout the selling process and guarantee that content is delivered correctly to the target. Four interviews with managers of companies using inbound marketing and marketing automation in B2B were conducted. Results evidenced the importance of offering useful and relevant content to the audience through the various digital platforms available, namely the companies’ website, blog, social networks and email marketing.

Keywords: Value cocreation; Business-to-business; Inbound marketing; Content marketing; Marketing automation (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-1442-2_5

Ordering information: This item can be ordered from
http://www.springer.com/9789811614422

DOI: 10.1007/978-981-16-1442-2_5

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().