Marketing automation adoption in B2B companies
Tobon, Juliana (2017)
Pro gradu -tutkielma
2017
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2017113055180
https://urn.fi/URN:NBN:fi-fe2017113055180
Tiivistelmä
The scientific literature on marketing automation is in a nascent stage. Previous literature has focused primarily on other CRM systems such as sales force automation. This study opens a relevant research area and offers insights on how practitioners perceive marketing automation and how this technology is adopted. To explain the adoption, this paper builds and tests a framework which includes the stages, the activities on each stage, and the factors affecting the adoption. In addition, the study increases the understanding of the challenges and benefits when adopting marketing automation.
The empirical part of the research is based on multiple-case studies, consisting of eight Finnish B2B companies. The data are collected from semi-structured interviews with the marketing managers and directors. The findings indicate that marketing automation is perceived as a strategic resource. External pressure and TTF are the factors that affect the most the adoption decision. Moreover, the findings demonstrate that the biggest challenge in the adoption is the lack of skills. After implementing the platform, direct benefits such as saving time and customizing content are commonly achieved. However, indirect benefits such as aligning marketing and sales and demonstrating marketing’s accountability are not generally reached by all the companies.
The empirical part of the research is based on multiple-case studies, consisting of eight Finnish B2B companies. The data are collected from semi-structured interviews with the marketing managers and directors. The findings indicate that marketing automation is perceived as a strategic resource. External pressure and TTF are the factors that affect the most the adoption decision. Moreover, the findings demonstrate that the biggest challenge in the adoption is the lack of skills. After implementing the platform, direct benefits such as saving time and customizing content are commonly achieved. However, indirect benefits such as aligning marketing and sales and demonstrating marketing’s accountability are not generally reached by all the companies.