Impact of digital marketing strategies on client engagement in the business to business (B2B) sector : a case study of Analyzen Bangladesh Limited

Abstract

This study analysis how digital marketing strategies impact client engagement in the business-to-business (B2B) sector with a specific focus on Analyzen Bangladesh Limited. One of the most competitive creative digital marketing agencies in Bangladesh. The research objective is to understand how technological and relational factors take place with the client relationship by using the Technology Acceptance Model (TAM) along with its extended elements. It includes trust, responsiveness, transparency, and cultural alignment.

A mixed method design conducted to collect quantitative and qualitative data. Quantitative collected through online survey of 16 individuals, each one representingone particular organisation in B2B markets. Qualitative data collected from two senior management team members of Analyzen through semi structured short interview. The collected data analysed by statistical measures e, g., descriptive statistics, correlation analysis and the thematic interpretation.

Result shoes that Perceived Usefulness (PU) is most influential factor in client engagement. It’s followed by relational factors trust and transparency. Perceived Ease of Use (PEOU) has a moderate effect, that indicates usability matters. Cul-tural understanding and local communications are the key element, Its strong long terms partnerships in Bangladeshi B2B markets.

The study recommends an Extended TAM Relationship Framework that combines relational trust and technology acceptance.

In practical terms, it recommends ways to improve client engagement, like training in client analytics, open reporting, and AI-assisted prediction tools. Overall, the study concludes that genuine connections technology fosters are just as important to long-term digital success in B2B marketplaces as technology itself.