B2B Companies Research Articles

Analysis of Key Indicators for Reach, Act, Convert, and Engage (RACE) in Social Media Platforms for B2B Companies in Indonesia Using the AHP Method

B2B marketing involves the sale of products or services between companies, utilizing strategies at the corporate level. In this context, information plays a critical role and has evolved to adapt to modern times. Digital Marketing Communication leverages the latest technology to deliver integrated, efficient, and measurable communication, aiming to build strong relationships with customers. This study aims to analyze and provide recommendations for social media marketing strategies within a B2B company, focusing on selecting the most suitable social media platform for digital marketing activities. The approach centers on the use of the Analytical Hierarchy Process (AHP) method, which is applied to determine the most influential criteria in social media marketing. Key criteria such as reach, act, convert, engage are identified through surveys and interviews with digital marketing experts. The AHP analysis provides a structured approach to evaluating different social media platforms and strategies, helping companies make informed decisions about which platforms will be most effective. The results indicate that the AHP method can yield effective and efficient strategic recommendations for managing social media marketing activities, ultimately reducing the company’s marketing costs. These recommendations are expected to guide B2B companies in optimizing their social media marketing campaigns in the future.

Unveiling the controversies of brand identity management: A holistic framework for global B2B companies through a hybrid systematic literature review and interpretive structural modelling

Corporations that present a distinctive and different brand identity are preferable for customers and the market, create value, and lead in pricing. It helps customers feel the corporation is trustworthy and reliable. Despite the remarkable advantages, the definition of brand identity for global B2B companies needs to be clearer and more complex than the definition of other close concepts. It deals with some problems and causes some challenges for managers. The present study aims to identify the main controversies and challenges in brand identity management for global B2B companies. Accordingly, a hybrid systematic literature review (SLR) and thematic analysis (TA) have been employed to extract the initial drawbacks. Afterwards, the relationships among the extracted themes are identified using an Interpretive Structural Modelling (ISM) to recognise the network of the problems surrounding the brand identity of global B2B companies. Ultimately, the identified themes are also categorised via the MICMAC method (Cross-Impact Matrix Multiplication Applied to Classification). After reviewing 142 articles, 12, 11, and 9 challenges were extracted as the main themes for corporate, brand, and stakeholder levels. These themes were analysed and categorised into drivers, linkages, dependents, and autonomous challenges. Moreover, three subsystems were presented, covering the causal relationship among the challenges.

Facilitating most population engagement with the circular economy: Challenges for academics and (as) social media influencers

The lack of consumer engagement with the Circular Economy (CE) hinders the use of recycled materials in products manufactured by the B2B companies (e.g., recycled pet bottles in industrial adhesives). Such an institutional void gives space to the rise of a type of network activity: knowledge brokerage, which is a process of knowledge exchange facilitation.This multiple case study contributes with a practical description of brokerage activities in this context. It investigated how companies could interact with academics through knowledge exchange translated into campaigns to engage most consumers with CE. The network approach, under the knowledge brokerage perspective, was the main theoretical foundation of this work.Findings indicate doubts that prevent companies from developing better green marketing campaigns. Academics could help to fill these gaps. Regarding campaign management, academics could identify the different groups of consumers, the delivery channels, campaign duration, and disclosure days/times that most engage each consumer group.Campaigns require educational materials. Academics could identify the amount of information and the presentation format in printed materials. However, engaging most of the population requires a better use of social media. Academics must investigate the posts that could change each group of people's behaviors (including consumers with a lower educational level and less purchasing power).Companies plan to financially support academics who elucidate these doubts or those who succeed in using social media to induce consumers to review their postures. Such support could increase the research funds for the projects managed by the researchers we have named “academic influencers.”

Analytics of AI-Driven B2B Marketing Excellence for Sustainable Firm Performance in the Digital Age: SEM Analysis

This study utilized Structural Equation Modeling to analyze B2B marketing excellence from 260 respondents across various B2B companies in Oman. The study uses a convenient sampling approach to explore the multifaceted relationship between AI-driven strategies and B2B marketing excellence for sustainable firm performance. Furthermore, Smart-PLS is leveraged for its adaptability in handling complex high-order SEM structures. The hypotheses suggest that AI-driven marketing excellence positively correlates with information management, integration, and implementation management systems. Through rigorous analysis, this research sheds light on AI's influence on B2B marketing dynamics, offering valuable policy implications and tangible outcomes for businesses navigating the digital age. The findings render the role AI's role in shaping the future of sustainable B2B marketing excellence.

Personalize Consumer Needs in Digital Marketing to Attract Medical Technology Awareness

As an information technology company for health facilities, in building information and expanding reach to the target market through Instagram social media, this medical technology company carries out social media activities that can be seen through content posts that have been designed with variety and as attractive as possible according to the predetermined brand image. Instagram content is certainly tailored to the company's target market, and according to the marketing carried out by B2B companies. Here medical technology companies for their target market are health facility owners, or health facility managers. By using the concept of four pillars of social media strategy proposed by Lon Safko and David K. Brake in their book entitled The Social Media Bible: Tactics, Tools & Strategies For Business Success, where the four pillars of content contain entertainment, collaboration content, educational content, and information content. This study aims to test the position of customer needs and content suitability whether it has an effect on increasing brand awareness. This was done by surveying 65 respondents who had experience receiving digital advertisements. With the urgency to change the approach to ensure that the content presented is more in line with customer needs and can increase brand awareness.

Competitive Strategy of Chinese Maintenance Repair and Operations Industry- a Case Study of JD Industrials

As the market size of China's maintenance, repair, and operations industry continues to expand, more and more platform companies are entering this sector. In this increasingly competitive environment, having a set of market competition strategies, implementation measures, and safeguard measures tailored to the enterprise is crucial for long-term survival. This paper conducts a case study on JD Industrial, a leading B2B company in this field. This paper first analyzes the market environment of JD Industrial by using the PEST framework and puts forward the market competition strategy suitable for JD Industrial by using SWOT analysis. It also puts forward the corresponding implementation and safeguard measures for the implementation of these strategies. The potential contribution of this paper is that provide some valuable insights into JDI's market competition strategies. These insights aim to assist JDI in enhancing its market share and achieving sustainable growth in the process of competition from domestic and international rivals.

The Impact of Technology on Sales Performance in B2B Companies

This article provides an in-depth exploration of the multifaceted impact of technology on sales performance within B2B companies. It delves into how digital transformation and the integration of advanced technologies such as artificial intelligence, machine learning, and big data analytics have revolutionized traditional sales processes, enhancing efficiency, customer engagement, and ultimately, sales outcomes. The discussion spans several key areas, including the pivotal role of customer relationship management (CRM) systems in improving sales processes, the significance of digital marketing in reaching and engaging with potential customers, and the transformative effects of automation and chatbots in streamlining sales operations and providing superior customer service. The article also touches on the emerging trend of IoT-enabled selling and its potential to offer personalized and proactive sales experiences. Through a series of case studies, the article illustrates successful implementations of technology in B2B sales, showcasing the tangible benefits and improvements in sales performance. However, it also addresses the challenges and barriers to technology adoption, such as resistance to change and integration difficulties, while offering strategies to overcome these obstacles. The future trends section anticipates further advancements in tech-driven sales practices, highlighting the ongoing evolution of the B2B sales landscape driven by technological innovation.

The Impact of Technology on Sales Performance in B2B Companies

The Impact of Technology on Sales Performance in B2B Companies

Developing Employees’ Critical Thinking Skills in Malta

Critical thinking is considered one of the most significant competencies that employees need to develop in order for them to contribute to an organisation’s success and productivity. The lack of professional development opportunities aimed at enhancing the critical thinking capacity of employees might be deleterious for organisations seeking to capitalise on this competence as a means of remaining innovative. By means of a conceptual case study of Thinkerly – a business-to-business (B2B) firm offering critical thinking training solutions in Malta – this article considers the firm’s business idea, target customer segment, and competitive external business environment. The hypothetical business proposal analyses the internal and external factors affecting the firm’s performance and evaluates the positioning, strategy and competitive advantage of the bespoke training firm. The primary objective of the conceptual case study is to indicate the main considerations a B2B company needs to take when developing critical thinking training in a specific context. To illustrate how any such proposal is likely to have its limitations, two of the models utilised in the design of Thinkerly’s proposal are subjected to critique.

In search of digital solution sellers: the role of non-monetary motivation and empowering leadership behaviors

Many B2B companies are trying to gain a competitive advantage by leveraging digitally-enabled, value-creating solutions. For this, they need to modify their sales force and re-consider what “talent” is. While the skills of digital solution sellers have been explored in the literature, much less is known about the motivational profile the new type of salesperson needs. Therefore, we explore the role of non-monetary drivers of motivation and sales supervisor empowerment. Drawing on Self-Determination Theory (SDT) and using data from 178 salespeople of a B2B company, this study investigates the impact of learning orientation, task enjoyment, challenge seeking, and service-to-others motivation on task-specific Digital Solution Selling (DSS) Implementation motivation. The results show the importance of these general non-monetary motivations for selling digital solutions and the stimulating force of sales leader empowerment. The general non-monetary motivations partially mediate the positive impact of sales leader empowerment on a salesperson’s task-specific DSS implementation motivation.

AI-orientation and company climate action: The moderating role of dependency structure and innovation capability

As climate change risks increasingly threaten corporate economic activities, an increasing number of firms become aware of need to take actions and develop strategies for addressing climate change or sustainability. However, B2B companies may face challenges in implementing green strategies because of their close relationships with other partners in the supply chain. Hence, from a strategic orientation perspective, this study explores the impact of AI orientation on corporate climate actions based on the dynamic capabilities view. Using a sample of 4050 China's listed companies from 2018 to 2021, the study employs instrumental variables to examine the impact of AI orientation on corporate climate actions, while also considering the moderating effects of dependent structure and innovation capability. The findings suggest that AI orientation promotes corporate climate actions, and that higher innovation capability reinforces this effect. However, the stronger the external dependency is, the weaker the positive effect of AI orientation on corporate climate action will be. The research outcomes provide theoretical and empirical evidence for B2B firms to reasonably apply AI to achieve goals of environmental protection and emission reduction.

The Impact of Technology on Sales Performance in B2B Companies

The Impact of Technology on Sales Performance in B2B Companies

ОСОБЕННОСТИ И ВОЗМОЖНОСТИ МАРКЕТИНГА НА РЫНКЕ B2B: ЦЕННОСТНЫЙ ПОДХОД

The digital acceleration caused by the pandemic has increased the interest of companies worldwide in B2B. The study aims to examine the key aspects and features of B2B marketing, as well as the current prospects for its use. The article studies the marketing managers’ scientific works; considers elements of the B2B value pyramid and a marketing approach to meeting customer needs; analyzes B2B technologies for developing new marketing strategies and methods for selling goods and services. The novelty of the study lies in expanding the understanding of effective B2B marketing interactions through the lens of the value approach. The study confirms that certain marketing attributes used by B2B companies might significantly affect customers’ purchasing decisions in their favor. Customer behavior is not always rational and requires a value based approach to understand marketing communications. B2B companies involve different types of activities, which requires further research. B2B e-commerce offers great opportunities for organizations and will continue to play an important role in the global economy and trade in the future.

Artificial intelligence capabilities, open innovation, and business performance – Empirical insights from multinational B2B companies

In contrast to the operational nature of business-to-consumer (B2C) enterprises, business-to-business (B2B) organizations emphasizes offering specialized products and services to their clients, which are businesses. Recognizing that B2B organizations are dealing with complex metadata in an ever-changing business context, artificial intelligence (AI) technologies possess the potential in assisting them analyse massive amounts of data, generating actionable insights, and formulating revolutionary ideas, potentially improving collaboration and innovation. As a result, this study adopts an empirical research approach to analyse the relationship among AI capabilities, open innovation, and business performance, with an emphasis on B2B companies, based on the theoretical foundations of social-technical system and contingency theories. This study investigated the relationship between AI capabilities and open innovation practices, as well as the effect they have on business performance, using survey data collected from 398 B2B multinational companies and structural equation modelling. The findings indicate that AI capabilities have a favourable effect on open innovation practices, which subsequently leads to an improvement in business performance. Notably, the impact of AI capabilities on business performance was found to be partially mediated. The examination of the moderating effect of environmental dynamism reveals that it exerts a significant influence on the relationship between AI capabilities and outbound open innovation. However, it does not have a significant moderating impact on the causal interaction of AI capabilities on both business performance and inbound open innovation. The ramifications of these findings are significant for managers and policymakers who are interested in fostering innovation and enhancing competitiveness within the B2B sector. The results underscore the crucial role of cultivating AI capabilities.

Digital Touchpoints and their Influence on Customer Preference for the B2B Market

Many B2B companies have invested in transformation technology, enhancing their digital marketing strategies. This study investigates digital marketing website touchpoints and explores their influence on customer preference in online transactions. The investigation proceeded with convenience sampling, and 311 electronic manufacturers participated in this online survey. Six variables were tested and analyzed using SPSS regression analysis. Three significant variables are visual appearance, ease of use, and order fulfillment. This study contributes to both theoretical and practical implications of digital marketing practice by B2Bs, especially decisions on the features to be implemented on their current website to enhance their marketing practices further.

Price Increases and Their Financial Consequences in International Business-to-Business Selling

Although price increases are common in business-to-consumer and business-to-business (B2B) markets, research examining the consequences of price increases on financial performance outcomes in B2B contexts is scarce. This study takes a relationship perspective on price increases and examines how a portfolio price increase affects the financial performance of the customer relationship and whether and how this effect varies between international business customers from different cultures. Based on objective data from 966 international B2B customers of a chemical goods company, this study examines a large-scale field intervention. Results show that higher portfolio price increases, although rooted in an increase of upstream costs, bring more severe harm to B2B customers’ sales revenue than lower portfolio price increases. These consequences vary with customers’ cultures as B2B customers with culture-specific communal norms are more susceptible to the magnitude of portfolio price increases than customers without such norms. International B2B companies, therefore, need to refrain from implementing uniform price increases and should consider their business customers’ cultural origin when designing and implementing price increases.

Concept of Chatbot as an Intelligent Dialogue Assistant

The purpose of the study is to compare chatbots, assess their ability to perform tasks, analyze their impact on consumers, and determine the areas of application and risks associated with the use of intelligent dialogue assistants. The research methods used in the study include analysis and systematisation of information, synthesis and generalization of theoretical data based on a review of current research, which made it possible to assess the risks and benefits of using chatbots for businesses and ordinary users. The scientific novelty lies in the analysis of technologies for creating intelligent dialogue assistants and determining the areas of application of chatbots. A study of the areas of application of modern intelligent dialogue systems has shown the high efficiency of using chatbots to solve typical user problems. The article provides statistical data on how satisfied Internet users are with contacts with chatbots and describes recommendations for improving such dialogue systems. An analysis of the role of artificial intelligence in the operation of dialogue systems has shown possible risks from the impact of technology on the minds of users. Conclusions. One of the most obvious trends in chatbots in 2023 is that their use will become more widespread and chatbots themselves will become more sophisticated. Their advantage is free customer service and data collection, which can then be used for marketing research. Over time, chatbots will be used in such areas as marketing, recruitment, education, and medicine. Their ability to perform a wide range of tasks makes chatbots attractive for e-commerce stores, B2B companies, real estate, healthcare, and education. In the future, intelligent dialogue agents will work with huge, dynamic, heterogeneous data streams, providing powerful capabilities for adaptive and flexible interaction. Dialogue systems have become successful and reliable due to the large amount of real-world user data available to their developers. However, these systems still exhibit rather limited communication behaviour modelled on information retrieval tasks. Chatbots are developed for research purposes, but they are often limited to a narrow, manually created domain. The newest trend in conversational agent development involves neural networks and models trained on huge collections of dialogue data without detailed specifications of dialogue states. These models lack tractability and interpretability due to their black-box nature. They also require extensive supervised training data to be competitive.

Generating brand awareness and customer relations with the most suitable marketing strategy and tools in Andika broker

The development of competition in businesses nowadays is more than just competition within the quality of their products or services. The competition starts from how they promote their names and brands through social media to increase market awareness towards the brand through several types of strategy. Nevertheless, the promotion methods in a business-to-business company are quite different compared to a business-to-consumer company. The study focuses on determining the most suitable marketing strategy to increase brand awareness and generate customer loyalty in a B2B company. In this case, it will be conducted in Andika Broker, which operates in the insurance line of business. Data were collected from 70 representatives of 14 corporate clients of Andika Broker around Jakarta through in-depth interviews with the person in charge, observation during the operation, and online surveys to the target respondents. The findings indicate that even in a business-to-business market, it is essential to increase brand awareness outside the HR Division and maintain relationships with the person in charge through a well-organized customer loyalty program. Understanding the appropriate marketing strategy and tools needed in a business-to-business market is of great value for academia and the industry.

B2B 기업의 디지털 마케팅 도입이 글로벌 디지털 마케팅 역량과 성과에 미치는 영향 연구

Digital technology among corporate environments is rapidly changing. In the recent development of digital technology, global B2B companies are also trying to secure the level of digital marketing capabilities introduced by B2C companies. In this context, this study investigates the relationship between the introduction of digital marketing of global B2B companies on digital marketing capabilities and brand performance. Additionally. In global B2B companies, we want to find out whether there are differences in global brand performance depending on the level of brand positioning strategies. In order to achieve the purpose of this study, a survey was conducted for global B2B marketers. The data obtained through the survey were tested in advance for reliability and validity. And we tested the hypothesis. The main results of hypothesis testing are as follows. First, the higher the level of digital marketing introduction, the more positively affected the level of global digital marketing capabilities. And among digital marketing capabilities, digital media convergence capabilities and export support platform construction capabilities positively affected global brand performance. The moderating effect according to the level of brand positioning strategy was partially verified. In other words, some marketing competency levels had a more positive impact on global brand performance in groups with high levels of brand positioning strategies. This is a research result that suggests the importance of brand positioning strategies and management in global B2B companies.

Making supply chains more sustainable through customer and consumer engagement: The case of rare metals

AbstractThe dramatic growth in customer connectivity and the Internet of Things has increased the demand for rare metals, but the extraction, refining and production of these materials can be environmentally damaging. Customers and consumers, meanwhile, are increasingly concerned about sustainability and want their voices to be heard. How and by what means, can B2B companies in the IoT and nanotechnology sector, using rare metals, engage downstream actors to address sustainable challenges in the supply chain? To answer this question, we first define the terms related to rare metals and their challenges; we then review the different methods of customer and consumer engagement proposed in the literature. Secondly, through interviews with companies in the Internet of Things sector and with consumers we analyze the downstream actors' engagement in the context of rare metals through integration methods. The results propose a mapping of the different methods that enable engagement for sustainability objectives.