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Harnessing marketing automation for B2B content marketing

Harnessing marketing automation for B2B content marketing 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. Keywords: case study, digital marketing, marketing and sales alignment, new technologies, sales funnel, social media 1 Introduction Recent advances in communications and information technology (IT), and the rise of digital content and social media in particular, are transforming the ways in which individuals and businesses search for information and interact with one another (Dennis, Merrilees, Jayawardhena, & Wright, 2009; Greenberg, 2010; Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). A fundamental shift in the B2B sector involves the growing http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Industrial Marketing Management Unpaywall

Harnessing marketing automation for B2B content marketing

Industrial Marketing ManagementApr 1, 2016
47 pages

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Publisher
Unpaywall
ISSN
0019-8501
DOI
10.1016/j.indmarman.2015.07.002
Publisher site
See Article on Publisher Site

Abstract

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. Keywords: case study, digital marketing, marketing and sales alignment, new technologies, sales funnel, social media 1 Introduction Recent advances in communications and information technology (IT), and the rise of digital content and social media in particular, are transforming the ways in which individuals and businesses search for information and interact with one another (Dennis, Merrilees, Jayawardhena, & Wright, 2009; Greenberg, 2010; Kietzmann, Hermkens, McCarthy, & Silvestre, 2011). A fundamental shift in the B2B sector involves the growing

Journal

Industrial Marketing ManagementUnpaywall

Published: Apr 1, 2016

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