6533b836fe1ef96bd12a15ed
RESEARCH PRODUCT
Harnessing marketing automation for B2B content marketing
Heini TaiminenJoel Järvinensubject
Return on marketing investmentContent marketingsocial mediasosiaalinen mediatapaustutkimuscase studyMarketing management0502 economics and businessMarketingmarketing and sales alignmentnew technologiesMarketing researchRelationship marketingta512digitaalinen markkinointiMarketingDigital marketingbusiness.industryMarketing effectiveness05 social sciencesMarketing strategysales funnelComputingMilieux_COMPUTERSANDSOCIETYdigital marketing050211 marketingbusiness050203 business & managementdescription
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. peerReviewed
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2016-04-01 | Industrial Marketing Management |