Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 17 May 2022
Issue publication date: 20 January 2023
Abstract
Purpose
The purpose of this paper is to establish a reference model that will allow us to understand the factors that influence the omnichannel management of an organization in a business-to-business (B2B) context.
Design/methodology/approach
In building the model, a partial least squares structural equation modeling approach was followed. More than 1,000 executives with a C-level profile (chief executive officer, chief marketing officer or chief digital officer), from manufacturers and wholesalers, in various industries worldwide were contacted. The final sample consisted of 124 C-level executives in multinational B2B companies from 35 countries worldwide.
Findings
The principal finding is that optimal omnichannel management must involve a customer-centric proposition forming the basis for individualized marketing that tailors the company’s portfolio of solutions to suit each client. To ensure this, customer knowledge at each touchpoint is essential. The results show that the main predictor of B2B omnichannel management is sales and marketing, even above channels. The principal conclusions are that the model shows that good omnichannel performance is measured by the performance of the industrial buyer. Loyalty and experience are primary measures of this customer’s performance.
Originality/value
Research into omnichannel management in the B2B field is scarce, especially concerning the creation of models for decision-making.
Keywords
Acknowledgements
Funding: This work was supported by the Department of Education and Research of the Community of Madrid, Spain, with a grant toward the cost of the IT equipment [grant number H2019/HUM-5761 (INNJOBMAD-CM)], and by the University of Alcala, Madrid, Spain to support the writing [grant number COVID-19 2021 2020/00003/016/001/003].
Citation
Alonso-Garcia, J., Pablo-Marti, F., Núñez-Barriopedro, E. and Cuesta-Valiño, P. (2023), "Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach", Journal of Business & Industrial Marketing, Vol. 38 No. 2, pp. 317-336. https://doi.org/10.1108/JBIM-09-2021-0421
Publisher
:Emerald Publishing Limited
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