University of Jyväskylä | JYX Digital Repository

  • English  | Give feedback |
    • suomi
    • English
 
  • Login
JavaScript is disabled for your browser. Some features of this site may not work without it.
View Item 
  • JYX
  • Artikkelit
  • Kauppakorkeakoulu
  • View Item
JYX > Artikkelit > Kauppakorkeakoulu > View Item

Harnessing marketing automation for B2B content marketing

ThumbnailFinal Draft
View/Open
290.7 Kb

Downloads:  
Show download detailsHide download details  
Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175. https://doi.org/10.1016/j.indmarman.2015.07.002
Published in
Industrial Marketing Management
Authors
Järvinen, Joel |
Taiminen, Heini
Date
2016
Discipline
Basic or discovery scholarshipMarkkinointiBasic or discovery scholarshipMarketing
Copyright
© 2015 Elsevier Inc. This is a final draft version of an article whose final and definitive form has been published by Elsevier. Published in this repository with the kind permission of the publisher.

 
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.
Publisher
Elsevier Inc.
ISSN Search the Publication Forum
0019-8501
Keywords
marketing and sales alignment new technologies sales funnel tapaustutkimus digitaalinen markkinointi sosiaalinen media
DOI
https://doi.org/10.1016/j.indmarman.2015.07.002
URI

http://urn.fi/URN:NBN:fi:jyu-201611284807

Publication in research information system

https://converis.jyu.fi/converis/portal/detail/Publication/24834231

Metadata
Show full item record
Collections
  • Kauppakorkeakoulu [1086]

Related items

Showing items with similar title or keywords.

  • Facebook content marketing for Finnish plant-based protein producers 

    Ivanova, Ekaterina (2021)
    In Finland, the consumption of plant-based protein products has been increasing. Despite a wide choice of imported plant-based protein products in supermarkets, Finns tend to favor local brands. Moreover, Finnish plant-based ...
  • B2B influencer marketing : Conceptualization and four managerial strategies 

    Mero, Joel; Vanninen, Heini; Keränen, Joona (Elsevier, 2023)
    While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this ...
  • Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market 

    Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini (SAGE Publications, 2023)
    This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the ...
  • The usage of digital marketing channels in SMEs 

    Taiminen, Heini; Karjaluoto, Heikki (Emerald Group Publishing Limited, 2015)
    Purpose – The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels in SMEs. Design/m ...
  • The antecedents of marketing automation success in system implementation process : case Finnish manufacturing company 

    Hämäläinen, Roosa (2020)
    Teknologian kehittyminen on parin viime vuosikymmenen aikana vaikuttanut suuresti asiakkaiden ostokäyttäytymiseen. Asiakkaat ovat entistä tietoisempia siitä, millaisia tuotteita ja palveluita he haluavat kuluttaa ja millaista ...
  • Browse materials
  • Browse materials
  • Articles
  • Conferences and seminars
  • Electronic books
  • Historical maps
  • Journals
  • Tunes and musical notes
  • Photographs
  • Presentations and posters
  • Publication series
  • Research reports
  • Research data
  • Study materials
  • Theses

Browse

All of JYXCollection listBy Issue DateAuthorsSubjectsPublished inDepartmentDiscipline

My Account

Login

Statistics

View Usage Statistics
  • How to publish in JYX?
  • Self-archiving
  • Publish Your Thesis Online
  • Publishing Your Dissertation
  • Publication services

Open Science at the JYU
 
Data Protection Description

Accessibility Statement

Unless otherwise specified, publicly available JYX metadata (excluding abstracts) may be freely reused under the CC0 waiver.
Open Science Centre