Internet integration into the industrial selling process: A step-by-step approach

Harnessing marketing automation for B2B content marketing

“…According to Long, Tellefsen, and Lichtenthal (2007), digital environments offer ample opportunities for B2B sellers to attract potential buyers to company websites and motivate them to identify themselves. Clearly, creating and delivering compelling and relevant content to target audiences across digital media provides sellers with a particularly promising opportunity to attract suspects to a company website (Holliman & Rowley, 2014;Wolk & Theysohn, 2007).…”

“…In lead qualification, the seller aims to identify those prospects that offer the highest probability of profitable sales (Long et al, 2007). If sales representatives work at full capacity, sales efficiency can only be increased by contacting more top-ranked prospects .…”

Choosing ICT Tools: Proposition of a Model to Deliver Value for Clients

“…However, it is not possible to understand the contribution of such use in the whole process of building value to clients. Most studies on the use of ICT tools made outside Brazil focus only in some components of this process: i) cost reduction (Kaufmann and Carter, 2004;Barwise and Farley, 2005;Song and Zahedi, 2006;Long, Tellefsen and Lichtenthal, 2007;Michael, 2007;Rao, Senecal and Le, 2007;Tao., Chen and Chang, 2007;Kotabe, Mol and Murray, 2008;Samiee, 2008;Walters, 2008;Wu and Hisa, 2008); ii) information quality and speed (Ahearne, Jelinek and Rapp, 2005;Bush, Moore and Rocco, 2005;Honeycutt Jr, 2005;Papastathopouloua, Avlonitisb, and Panagopoulosc, 2007;Basu and Muylle, 2007;King and Burgess, 2008;Samiee, 2008); iii) productivity raise, efficiency and effectiveness of the commercial team (Bush et al, 2005;Buehrer, Senecal and Pullins, 2005;Schillewaerta, Ahearneb, Frambachc and Moenaertd, 2005;Ahearne et al, 2005;Honeycutt Jr, 2005;Long et al, 2007;Richards and Jones, 2008;Stein and Smith, 2009). Only two studies look at the whole process of construction of value to the Client (Long et al, 2007;Stein and Smith, 2009) and four address the issue from the point of view of the client instead of from the internal point of view of the supplier company (Celuch and Goodwin;Taylor, 2007;Marwaha and Willmott, 2006;Rao et al, 2007;Tao, Chen and Chang, 2007).…”

“…Among the 69 studies that comprise the first group, only two articles (41 and 58 on the map of Figure 1) (Long et al, 2007;Stein and Smith, 2009, respectively) were found dealing with the use and application of tools of this nature on the whole Day's Process of Delivery of Value for Clients. The first one analyses the possible uses of the internet in the process of selling B2B.…”

“…Seen in this broad way, the CRM aligns the information that all areas of the company use in its internal processes and allows them to work to increase the value offered to clients. Long et al (2007) and Stein and Smith (2009) propositions were the inspiration for this research, because they show that the deployment of ICT tools may not only be motivated by internal goals (i.e. to reduce costs and increase productivity) as evidenced in the literature review.…”