Marketing automation as an enabler in B2B: A study from customer retention perspective

Abstract

This research aims to study the position of marketing automation in B2B and its relationship with firm’s customer retention efforts. Besides the concepts of marketing automation and its functionalities, retention determinants and strategies are included to establish a linkage with automation. Previous literature reveals a noticeable gap in existing academia on the marketing automation construct, particularly its connection to the dimensions of customer relationship management such as retention. The empirical study employs qualitative research method conducting semi-structured interviews with seven industry experts. All participants are marketing experts with marketing automation experiences; six of them represent end-user’s perspective while one person provides consultant’s viewpoint. The interviews were recorded and transcribed for analysis using a five-step method including content observation, primary coding, pattern coding, theme development, and theme review. Results show marketing automation can have either tactical or strategical role in B2B firm; it can assist the whole customer life cycle however commonly begins with customer acquisition before retention goal. Five core functionalities of marketing automation and their benefits together with a confirmed set of retention determinants and strategies illustrate how marketing automation functionalities can support customer retention. Research outcomes confirm potential benefits of marketing automation for efficiency, process optimisation, and revenue; but also outline requirements companies must follow to realise said advantages.