Elsevier

Industrial Marketing Management

Volume 98, October 2021, Pages 161-178
Industrial Marketing Management

Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research

https://doi.org/10.1016/j.indmarman.2021.08.006Get rights and content
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open access

Highlights

  • This study explores the main techniques and uses of AI-based CRMs in B2B digital marketing.

  • A Multiple Correspondence Analysis (MCA) is develop to visualize the outcomes of a literature review.

  • We found third B2B Digital Marketing dimension that encompasses relevant indicators for the use of AI-based CRMs.

  • Directions for future research are presented for the study and practice of B2B digital marketing using intelligence-based CRMs.

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.

Keywords

B2B digital marketing
Artificial intelligence-based CRMs
Multiple correspondence analysis
R

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