Strategic Approaches and Innovations in Digital Marketing for Enhancing B2B Sales Performance

Abstract This master thesis delves into "Strategic Approaches and Innovations in Digital Marketing for Enhancing B2B Sales Performance," focusing on Casanova Prosecco organization. It merges theory and real-world insights, highlighting digital strategies' vital role in today's B2B landscape. Divided into two parts, it examines theoretical frameworks and practical applications, offering a holistic perspective on optimizing sales performance. Part I: Theoretical Foundations The first section delves into the theoretical basis of B2B digital marketing, analyzing key concepts like personalized content, data-driven insights, content authority, multi-channel engagement, automation and evolving SEO. These foundations set the stage for innovative approaches to enhance B2B sales. Part II: Practical Application and Empirical Insights The second part of the thesis shifts from theory to practice, as it capitalizes on the application of the aforementioned theoretical constructs within the real-world context of the Casanova Prosecco Company. Leveraging my role as an export sales manager intern, I had the privilege of immersing myself within the fabric of the organization. During this period, I actively collected and meticulously analyzed real-time data. This hands-on experience enabled me to glean valuable insights from industry professionals and to witness firsthand the dynamic interplay of B2B sales within the luxury Prosecco market. The empirical part materializes theoretical insights from Part I, showcasing practical outcomes. These include personalized content via data analysis, stakeholder engagement, brand authority through content marketing, and diverse audience reach using multi-channel strategies. Additionally, empirical data validates virtual events and automation's impact on lead generation and conversions, affirming earlier theoretical frameworks. Conclusion and Implications The conclusion synthesizes theory and empirical findings, highlighting how innovative digital marketing enhances B2B sales for Casanova Prosecco. The analysis showcases lead quality, conversions, and engagement improvements. Insights extend beyond Prosecco, guiding diverse businesses to optimize B2B sales with digital excellence. In summary, the thesis blends theory and practice, offering a roadmap for B2B companies to harness digital strategies for maximum sales potential. Keywords: Digital marketing strategy plan, digital marketing, email marketing, search engine optimization.