B2B customer journey : sole proprietor in transition to a limited liability company
He, Chau Thanh Nha (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121335853
https://urn.fi/URN:NBN:fi:amk-2025121335853
Tiivistelmä
JJ Hurstinen has operated as a sole proprietor in B2B marketing outsourcing since 2023, and plans to restructure into a limited liability company in 2026. As a growing small firm with limited resources, the company must adopt a strategic and cost-effective approach to establish a foundation for an effective content strategy. This study explores the use of B2B customer journey as a strategic tool for establishing the foundation of a content strategy.
The research conducted a literature review that synthesizes customer journey in B2B context, coupling theories related to digitalization. These academic studies established the theoretical framework for the research. Following the literature review, the research proceeds with qualitative data collection by semi-structured interviews with management positions in small and medium-sized enterprises. The data analysis was implemented using the six-step process of thematic analysis. The findings confirm that the customer journey plays a strategic role in establishing a foundation for an effective content strategy in a scalable transition.
Based on these findings, the company should develop a detailed customer journey map as a visual too and define key performance indicators to monitor and evaluate marketing performance. In order to support small and medium-sized enterprises in scalable operations, future research should focus on the customer journey framework for small enterprises, utilizing a larger sample and integrating quantitative research methods.
The research conducted a literature review that synthesizes customer journey in B2B context, coupling theories related to digitalization. These academic studies established the theoretical framework for the research. Following the literature review, the research proceeds with qualitative data collection by semi-structured interviews with management positions in small and medium-sized enterprises. The data analysis was implemented using the six-step process of thematic analysis. The findings confirm that the customer journey plays a strategic role in establishing a foundation for an effective content strategy in a scalable transition.
Based on these findings, the company should develop a detailed customer journey map as a visual too and define key performance indicators to monitor and evaluate marketing performance. In order to support small and medium-sized enterprises in scalable operations, future research should focus on the customer journey framework for small enterprises, utilizing a larger sample and integrating quantitative research methods.