Unlocking Growth: Digitalization in B2B Marketing

This chapter examines the transformative role of digitalization in B2B marketing, emphasizing how advancements in digital technologies such as blockchain, data analytics, and social media have reshaped traditional marketing strategies and business practices. It highlights the convergence of B2B and B2C marketing, driven by the increasing influence of digital natives, the prioritization of customer experience, and the adoption of content marketing and storytelling techniques. The chapter also explores challenges in digital adoption, including resource allocation, limited use of new channels like TikTok and YouTube, and the need for stronger integration of digital tools in marketing strategies. Using examples from Italian SMEs and global campaigns, it outlines practical approaches to leveraging digital platforms, engaging customers, and fostering innovation. Ultimately, it underscores the importance of aligning digital tools with brand values, sustainability goals, and measurable outcomes to drive growth and competitive advantage in the evolving B2B landscape.