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Harnessing marketing automation for B2B content marketing
Institution:1. Hospitality Management & Marketing Department, Adnan Kassar School of Business, Lebanese American University, Beirut, Lebanon;2. University of Texas at Arlington, 701 S. West St., Room 228, Arlington, TX 76019-0469, United States;3. Department of Marketing and Hospitality Services Administration, Central Michigan University, Smith Hall 100, Mt. Pleasant, MI 48859, United States;1. Strathclyde Business School, Strathclyde University, Glasgow, UK;2. Nottingham University Business School China, Nottingham University Ningbo, China;1. Department of Marketing, Ghent University, Tweekerkenstraat 2, Ghent, Belgium;2. The University of Tennessee, 249 Stokely Management Center, 37996 Knoxville, TN, USA;1. Nokia Networks, Espoo, Finland;2. Tampere University of Technology, Korkeakoulunkatu 10, FI-33720 Tampere, Finland;3. Industrial Management, CITER (Center for Innovation and Technology Research) Tampere University of Technology, Korkeakoulunkatu 10, FI-33720 Tampere, Finland;1. Division of Management and Engineering, Linköping University, SE-581 83 Linköping, Sweden;2. Operations and Information Management Group, Aston Business School, UK
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.
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