Developing a digital marketing strategy to support global business-to-business (B2B) sales : case study: aerial platform industry in North America

Abstract

This thesis was written and directed at the commissioner of this thesis, Bronto Skylift, and studied how to effectively create a digital marketing strategy to support the global business-to-business (B2B) sales efforts of the commissioner. The purpose and objective of this thesis was to discover how to develop, implement and measure the performance of a dedicated digital marketing strategy, and present the findings to the commissioner with suggestions on what to focus to improve their digital marketing activities and a digital marketing strategy template that can be used in future marketing strategy developments. The study relied mainly on qualitative research in the form of interviews with key people from the commissioner’s organisation, supported by an extensive literature review to obtain information and data used for digital marketing development suggestions and the digital marketing strategy template.

The results of this thesis indicate that there is a clear and identified strategic need for developing and expanding digital marketing efforts at the commissioner’s organisation. This thesis highlights multiple areas of development for digital marketing specifically aimed at the commissioner based on the qualitative research. These areas include digital presence enhancement, increased focus on existing customers, partner network development and strategic communication and content creation. In addition, the thesis presents a digital marketing template created to suit the needs of the commissioner with an idea that it can, and should, be iterated as digital marketing evolves.

Digital marketing offers organisations unprecedented opportunities to reach, connect and engage with their target audiences. With a clear understanding of the target customer segments and a dedicated digital marketing strategy in place, every organisation, including the commissioner, can unlock new possibilities and increase global sales on a large scale.