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Starkare Digital Närvaro Inom B2B

Abrahamsson, Linda and Olssson, Louise (2018) MIOM05
Production Management
Abstract
Abstract
Digital marketing has been widely explored within B2C while the development within B2B is
slower. B2B companies still face difficulties to meet changed customer preferences for
marketing and communication. Customers expect personalized marketing in real time, the
information flow is changing and it is challenging, both for customers and companies, to handle
all available data.
This master’s thesis focuses on how B2B companies can increase their digital presence by using
specific communication channels and market tools. This can help capture the right customer
segment, increase sales and interaction with customers. Marketing, the sales funnel, selling
processes and buying processes were combined to make it... (More)
Abstract
Digital marketing has been widely explored within B2C while the development within B2B is
slower. B2B companies still face difficulties to meet changed customer preferences for
marketing and communication. Customers expect personalized marketing in real time, the
information flow is changing and it is challenging, both for customers and companies, to handle
all available data.
This master’s thesis focuses on how B2B companies can increase their digital presence by using
specific communication channels and market tools. This can help capture the right customer
segment, increase sales and interaction with customers. Marketing, the sales funnel, selling
processes and buying processes were combined to make it possible to reach customers at the
right time.
A literature review, concerning the sales funnel, sales process, buying process, marketing,
communication channels and supporting market tools within B2B, was conducted. The six
components are important to consider when developing a strategic marketing strategy within
B2B and was connected in a framework, the Digital Sales and Marketing model (DSM model).
The DSM model was applied on the case company Skanska Industrial Solutions, a part of the
global construction company Skanska, to demonstrate its use and applicability. The model was
developed and adapted to the case company to draw conclusions and give recommendations. The
updated version of the DSM model is generalizable and can be applied on B2B companies that
wish to develop their marketing strategies. The model might have to be modified to fit other
companies’ market and sales situations. (Less)
Please use this url to cite or link to this publication:
author
Abrahamsson, Linda and Olssson, Louise
supervisor
organization
course
MIOM05
year
type
M1 - University Diploma
subject
keywords
digital marknadsföring, innehållsmarknadsföring, account-based marketing, säljtratten, B2B köpprocess, B2B säljprocess, CRM, kommunikationskanaler, marknadsföringsverktyg
other publication id
18/5600
language
Swedish
id
8953375
date added to LUP
2018-06-27 14:48:51
date last changed
2018-06-27 14:48:51
@misc{8953375,
  abstract     = {{Abstract 
Digital marketing has been widely explored within B2C while the development within B2B is 
slower. B2B companies still face difficulties to meet changed customer preferences for 
marketing and communication. Customers expect personalized marketing in real time, the 
information flow is changing and it is challenging, both for customers and companies, to handle 
all available data. 
This master’s thesis focuses on how B2B companies can increase their digital presence by using 
specific communication channels and market tools. This can help capture the right customer 
segment, increase sales and interaction with customers. Marketing, the sales funnel, selling 
processes and buying processes were combined to make it possible to reach customers at the 
right time. 
A literature review, concerning the sales funnel, sales process, buying process, marketing, 
communication channels and supporting market tools within B2B, was conducted. The six 
components are important to consider when developing a strategic marketing strategy within 
B2B and was connected in a framework, the Digital Sales and Marketing model (DSM model). 
The DSM model was applied on the case company Skanska Industrial Solutions, a part of the 
global construction company Skanska, to demonstrate its use and applicability. The model was 
developed and adapted to the case company to draw conclusions and give recommendations. The 
updated version of the DSM model is generalizable and can be applied on B2B companies that 
wish to develop their marketing strategies. The model might have to be modified to fit other 
companies’ market and sales situations.}},
  author       = {{Abrahamsson, Linda and Olssson, Louise}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Starkare Digital Närvaro Inom B2B}},
  year         = {{2018}},
}