B2B Digital Marketing

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 33 in Digital Marketing, 2024, pp 327-355 from Springer

Abstract: Abstract B2B digital marketing focuses on transactions between businesses, which surpass B2C in sales volume and are crucial for economic growth. It aims to find customers, generate interest in products, and make transactions more efficient digitally. Effective B2B digital marketing requires understanding technical quality and price in competitive markets, using data for customer segmentation, and leveraging tools like CRM systems and marketing automation. Content marketing, emphasizing valuable information and thought leadership, is essential to build trust and establish strong brands. The process involves creating leads through quality content like whitepapers, webinars, and articles, and engaging with customers through targeted email marketing and social media. Compliance with data protection regulations, such as GDPR, is crucial to maintain trust. Strategies include digital advertising through platforms like Google and LinkedIn and using enterprise resource planning (ERP) systems for integrated management. Understanding customer knowledge gaps and tailoring content to fill these gaps enhances marketing effectiveness. Future trends include greater use of AI and data-driven insights to optimize B2B digital marketing efforts further.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_33

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