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Implementing digital content marketing campaigns with marketing automation in global B2B companies
(2023)
Digital marketing has long been the norm and new channels, formats, processes, and tools are constantly emerging. Nowadays customers demand more and more content to enable them to make better-informed purchase decisions. As a result, digitalization has led to increased transparency and distribution of content. This makes digital marketing campaigns more complex but with the help of marketing automation marketers can work more efficiently, saving time and resources. However, there is no research so far that investigates those aspects in a B2B environment. Hence, the aim of this thesis is to answer the research question “How do global B2B companies implement digital content marketing campaigns with marketing automation?”. The theoretical part of this master thesis covers various aspects of B2B marketing, digital marketing campaigns, content marketing, and marketing automation. The insights from the literature review helped to create a conceptual model of the implementation process of digital content marketing campaigns, which also serves as a starting point for empirical research. To answer the question qualitative expert interviews were conducted. The empirical results and the emerging theoretical model show that global B2B companies can gain a competitive advantage by improving the efficiency and effectiveness of their digital content marketing campaigns when leveraging marketing automation in the implementation process.