Harnessing marketing automation for B2B content marketing

Article English OPEN
Järvinen, Joel; Taiminen, Heini;
(2016)
  • Publisher: Elsevier Inc.
  • Subject: digital marketing | new technologies | sales funnel | social media | case study | marketing and sales alignment
    acm: ComputingMilieux_COMPUTERSANDSOCIETY

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 ... View more
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