What is it about?

The study comprehensively covers the entire digital marketing literature in B2B domain besides conducting semi-structured interviews with B2B marketing executives about use of digital marketing in their respective B2B organizations. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.

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Why is it important?

Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review work provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.

Perspectives

This is a comprehensive documentation of use of digital marketing in B2B domais. The future roadmap for leveraging digital marketing in B2B sector is also explained. The scope of digital analytics, machine learning and performance measurement in B2B marketing context is also explained.

Dr. Neeraj Pandey
National Institute of Industrial Engineering

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This page is a summary of: Digital marketing for B2B organizations: structured literature review and future research directions, Journal of Business and Industrial Marketing, March 2020, Emerald, DOI: 10.1108/jbim-06-2019-0283.
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