整合B2B销售流程中的内容外文翻译资料-外文翻译网

Industrial Marketing Management 54 (2016) 164–175

Contents lists available at ScienceDirect

Industrial Marketing Management

Harnessing marketing automation for B2B content marketing☆

Joel Jauml;rvinen ⁎, Heini Taiminen

School of Business and Economics, University of Jyvauml;skylauml;, PO Box 35, FIN-40014 University of Jyvauml;skylauml;, Finland

a r t i c l e i n f o

Article history:

Received 1 March 2015

Received in revised form 22 May 2015

Accepted 7 July 2015

Available online 5 August 2015

Keywords:

Case study Digital marketing

Marketing and sales alignment New technologies

Sales funnel Social media

a b s t r a c t

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 par- adigm referred to as lsquo;content marketing.rsquo; This study investigates the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling pro- cesses. 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 com- bined with B2B selling processes via marketing automation in ways that achieve business beneﬁts.

Introduction

Recent advances in communications and information technology (IT), and the rise of digital content and social media in particular, are transforming the ways in which individuals and businesses search for information and interact with one another (Dennis, Merrilees, Jayawardhena, amp; Wright, 2009; Greenberg, 2010; Kietzmann, Hermkens, McCarthy, amp; Silvestre, 2011). A fundamental shift in the B2B sector involves the growing inﬂuence of digital communication channels in customer purchasing decisions (Lingqvist, Plotkin, amp; Stanley, 2015; Wiersema, 2013). A Corporate Executive Board study of more than 1400 B2B buyers found that customers rely heavily on online information sources and complete nearly 60% of a typical pur- chasing process before contacting a seller (Adamson, Dixon, amp; Toman, 2012). This active role played by B2B buyers in searching for and evaluat- ing information online has given rise to a new marketing paradigm re- ferred to as lsquo;(digital) content marketing.rsquo;

In this study, the term lsquo;contentrsquo; refers to all forms of digital content.

We employ the deﬁnition of content marketing presented by Holliman and Rowley (2014, p. 285), who tailored the concept to the B2B context as follows: “B2B digital content marketing involves creating, distribut- ing and sharing relevant, compelling and timely content to engage customers at the appropriate point in their buying consideration pro- cesses, such that it encourages them to convert to a business building

☆ Submission declaration: This full-length manuscript is not under consideration for publication elsewhere, and its publication has been approved by all of the authors.

⁎ Corresponding author.

E-mail addresses: joel.jarvinen@jyu.ﬁ (J. Jauml;rvinen), heini.taiminen@jyu.ﬁ (H. Taiminen).

outcome.” This deﬁnition highlights the role of content marketing as an inbound marketing (i.e., pull marketing) tactic directed at generating valuable content based on the needs of potential buyers who have already searched for information on a product or service (Halligan amp; Shah, 2010).

The use of content marketing is becoming widespread in the B2B sector. According to a recent survey, as many as 86% of B2B marketers (n = 1820) in North America use content marketing tactics as a strate- gic marketing approach, and 47% have a dedicated content marketing group in their organization (Pulizzi amp; Handley, 2014). However, existing knowledge on B2B content marketing is largely based on research reports produced by commercial research institutions (e.g., Content Marketing Institute, eMarketer, Marketing Profs), and academic re- search on the subject remains in its infancy. One exception is a study conducted by Holliman and Rowley (2014), who interview 15 B2B con- tent marketers from various industries and offer a number of insights into best practices and the challenges of content marketing in the B2B sector. The present study employs a more focused approach, as it con- centrates on the organizational processes that support content market- ing and their relation to B2B sales. Indeed, the relationship between digital marketing and B2B sales has attracted very limited attention in the existing literature (Pomirleanu, Schibrowsky, Peltier, amp; Nill, 2013; Rodriguez, Dixon, amp; Peltier, 2014).

Understanding the role of content marketing in B2B sales is particu-

larly crucial given persistent conﬂicts between marketing and sales de- partments with regards to lead generation and management. Sales representatives criticize the quality of marketing leads, and marketers criticize sales representatives#39; poor follow-up skills (e.g., Biemans, Brenčič, amp; Malshe, 2010; Homburg amp; Jensen, 2007; Homburg, Jensen, amp; Krohmer, 2008). Insufﬁcient lead follow-up is indeed a serious issue

http://dx.doi.org/10.1016/j.indmarman.2015.0

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外文文献翻译

1 整合B2B销售流程中的内容

1.1 内容营销和营销自动化

虽然内容营销可以采用传统格式（例如，客户杂志和宣传册）的内容，但数字环境已经普及了这个术语：许多作者的“内容营销”纯粹涉及数字格式的内容（Handley＆Chapman，2011; Rose＆Pulizzi，2011：Wuebben，2011）。根据查菲和史密斯（Chaffey and Smith，2013），最常用的数字内容格式包括图片，视频和动画，电子书或较短的客户指南，白皮书，播客，网络研讨会，图表，博客文章和社交媒体帖子等等。 B2B内容营销的主要业务目标是促进品牌知名度和形象，促进客户参与度以及通过客户收购，潜在客户销售，追加销售和交叉销售来增加销售有关（Holliman＆Rowley，2014; Pulizzi＆Handley，2014 ）。

营销自动化涉及一个软件平台，可用于根据用户设置的特定规则提供内容。目标是通过自动个性化相关和有用的内容来满足他们特定的需求（Hubspot，2015; Kantrowitz，2014），吸引，建立和维护与当前和潜在客户的信任。术语个性化通常是指在个人规模上定制营销组合元素（例如，内容个性化）（Montgomery＆Smith，2009）。我们的目标是将一个人视为具有个人需求的特立独行者，并设计满足他或她的期望的内容。根据精化可能性模型（ELM），消息越私密和相关，消息越可能被注意到，从而提高其效率（Petty＆Cacioppo，1986）。

营销自动化利用类似于Web的技术通过使用cookie和IP来跟踪网站访问者的在线行为（即导航路径和页面浏览量），分析地址（例如，参见Jauml;rvinen和Karjaluoto，2015; Phippen，Sheppard和Furnell，2004; Wilson，2010）。这两种工具的不同之处在于，营销自动化采用了高级功能来识别单个客户，并在延长的时间内追踪他们的行为，而这些功能通常在Web分析软件工具（如Google Analytics）中受到限制。值得注意的是，随着时间的推移跟踪个人行为需要访问者首先通过填写网站联系表单来识别他/她自己。

营销自动化利用主动和被动的方式来学习潜在的买家。主动方法直接提问，被动方法涉及利用过去交易或点击流数据的信息（Montgomery＆Srinivasan，2003）。在营销自动化环境中，主动方法是指向客户提供的内容，包括与问题相关联的网站链接（例如，“您想了解有关该主题的更多信息？”或“您是否希望我们的销售代表与您联系？” ）。基于这些主动和被动工具，软件程序可以将消息个性化并检测潜在客户参与的购买阶段（Kantrowitz，2014）。总而言之，尽管营销和营销自动化策略为B2B销售提供了前景广阔的机会，但关于B2B公司如何利用这些工具来指导参与B2B销售流程不同阶段的潜在买家，鲜为人知。

1.2 销售漏斗框架内的内容营销和营销自动化

销售漏斗框架说明了企业客户群的所有潜在客户的逐步缩小，这些客户可能会对企业的产品和服务感兴趣，然后购买实际购买的那些“封闭”客户（Cooper＆Budd，2007; Dalrymple ，Cron，DeCarlo，2004）。换句话说，销售漏斗根据他

们的购买阶段对潜在客户进行分类。虽然销售漏斗概念化在商业界和学术界广泛被认可，但其确切形式和阶段的数量和顺序因研究而各异。本研究采用的销售漏斗框架来自D#39;Haen和Van den Poel（2013），他们将销售漏斗划分为以下几类：嫌疑人，潜在客户，潜在客户和客户（图1）。然而，D#39;Haen和Van den Poel概述的销售渠道纯粹是为了获取客户而设计的，因此在将潜在客户转化为客户时结束，而我们对渠道的看法还包括现有客户作为潜在回购目标，追加销售和交叉销售。从这个意义上说，我们将销售渠道视为现有客户可以重新进入的循环。由于现有客户可以占据漏斗的任何阶段，因此我们已经按照Patterson（2007）的建议，用#39;交易#39;取代了最终阶段的#39;客户#39;。在下面的章节中，我们将详细介绍销售渠道的各个阶段并讨论内容营销和IT在各个阶段的作用。