مقاله انگلیسی تنظیم بازاریابی دیجیتال B2B در CRM های مبتنی بر هوش مصنوعی
Abstract
Keywords
Introduction
Theoretical framework
Methodology
Analysis of results
Discussion and directions for future research
Conclusions
Acknowledgements
Appendix A. Annex 1
References
ABSTRACT
The new business challenges in the B2B sector are determined by connected ecosystems, where data-driven decision making is crucial for successful strategies. At the same time, the use of digital marketing as a communication and sales channel has led to the need and use of Customer Relationship Management (CRM) systems to correctly manage company information. The understanding of B2B traditional Marketing strategies that use CRMs that work with Artificial Intelligence (AI) has been studied, however, research focused on the understanding and application of these technologies in B2B digital marketing is scarce. To cover this gap in the literature, this study develops a literature review on the main academic contributions in this area. To visualize the outcomes of the literature review, the results are then analyzed using a statistical approach known as Multiple Correspondence Analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. The research results classify the types of CRMs and their typologies and explore the main techniques and uses of AI-based CRMs in B2B digital marketing. In addition, a discussion, directions and propositions for future research are presented.
Introduction
The B2B ecosystem has undergone important changes in the last decade linked to the development of new technologies and process automation (Lages, Lancastre, & Lages, 2008). One of the most relevant changes has been the implementation of techniques and software that use Artificial Intelligence (AI) to increase the optimization and efficiency of the processes carried out through intelligent agents or systems (Davenport, Guha, Grewal, & Bressgott, 2019; Martínez-Lopez ´ & Casillas, 2013). The new business challenges are determined by connected ecosystems (Saura, 2021), where data analysis is crucial for successful strategies and where AI plays a relevant role (Duan, Edwards, & Dwivedi, 2019).