Digital Sales in B2B: Status and Application

被引：1

作者：

Fischer, Heiko ^{[1
]}

Seidenstricker, Sven ^{[1
]}

Berger, Thomas ^{[2
]}

Holopainen, Timo ^{[3
]}

机构：

[1] DHBW Mosbach, Schloss 2, D-97980 Bad Mergentheim, Germany

[2] DHBW Stuttgart, Kronenstr 40, D-70569 Stuttgart, Germany

[3] Turku Univ Appl Sci, Joukahaisenkatu 3, Turku 20520, Finland

来源：

ADVANCES IN CREATIVITY, INNOVATION, ENTREPRENEURSHIP AND COMMUNICATION OF DESIGN | 2021年 / 276卷

关键词：

B2B; Sales; Digitalization; Buying cycle; Artificial intelligence; Big data; Augmented reality; Virtual reality; Customer journey; BIG DATA; EVOLUTION; IMPACT;

D O I：

10.1007/978-3-030-80094-9_44

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The megatrend of digitalization has transformed the way companies are doing business with their clients. We show that digitizing business-to-business (B2B) sales is not solely a question of technology, but also involves considerations of the buying cycle. Therefore, we discuss the progression from the traditional buying cycle to the customer journey. We illustrate the need for digitizing this journey and outline important customer touchpoints. Afterward, we identify emerging technologies in B2B sales and show how they can be applied to digitize different customer touchpoints. Additionally, we investigate how digitalization in sales revolutionizes the seller organization, briefly discuss our results, and offer recommendations for B2B digital sales.

引用

页码：369 / 375

页数：7

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