Harnessing marketing automation for B2B content marketing

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• 作者：Joel Jä ; rvinen ; ^{joel.jarvinen@jyu.fi" class="auth_mail" title="E-mail the corresponding author}Author Vitae ; Heini Taiminen ^{heini.taiminen@jyu.fi" class="auth_mail" title="E-mail the corresponding author}Author Vitae
• 关键词：Case study ; Digital marketing ; Marketing and sales alignment ; New technologies ; Sales funnel ; Social media
• 刊名：Industrial Marketing Management
• 出版年：2016
• 出版时间：April 2016
• 年：2016
• 卷：54
• 期：Complete
• 页码：164-175
• 全文大小：720 K

文摘

The growing importance of the Internet to B2B customer purchasing decisions has motivated B2B sellers to create digital content that leads potential buyers to interact with their company. This trend has engendered a new paradigm referred to as ‘content marketing.’ This study investigates the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes. The results of this single case study demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization. The study advances understanding of the organizational processes that support content marketing and shows how content marketing can be combined with B2B selling processes via marketing automation in ways that achieve business benefits.