Exploring pre-purchase engagement in digital B2B settings: Naples Forum on Services 2023

Sissi Lehto; Matthew Alexander; Graeme McLean; Elina Jaakkola

Exploring pre-purchase engagement in digital B2B settings: Naples Forum on Services 2023

Sissi Lehto, Matthew Alexander, Graeme McLean, Elina Jaakkola

Management (Business School)

Research output: Contribution to conference › Paper › peer-review

Abstract

In attempts to create more meaningful and lasting connections with customers incomplex B2B environments, companies are increasingly interested in the concept ofengagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagementbehaviours as voluntary resource contributions targeted at a firm or a brand, that go beyondthe transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study isto explore engagement behaviours “beyond the transaction” by focusing on engagement thatoccurs on the other side of the customer journey, prior to the purchase. Additionally, thestudy explores the role of marketing automation, a software tool used to automate marketingtasks including online tracking and campaign management (Bagshaw, 2015; Buttle &Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.

Original language	English
Publication status	Published - 9 Jun 2023

Keywords

pre-purchase engagement
customer engagement
marketing automation
B2B customer journeys

Cite this

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title = "Exploring pre-purchase engagement in digital B2B settings: Naples Forum on Services 2023",

abstract = "In attempts to create more meaningful and lasting connections with customers incomplex B2B environments, companies are increasingly interested in the concept ofengagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagementbehaviours as voluntary resource contributions targeted at a firm or a brand, that go beyondthe transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study isto explore engagement behaviours “beyond the transaction” by focusing on engagement thatoccurs on the other side of the customer journey, prior to the purchase. Additionally, thestudy explores the role of marketing automation, a software tool used to automate marketingtasks including online tracking and campaign management (Bagshaw, 2015; Buttle &Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.",

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AU - Alexander, Matthew

AU - McLean, Graeme

AU - Jaakkola, Elina

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AB - In attempts to create more meaningful and lasting connections with customers incomplex B2B environments, companies are increasingly interested in the concept ofengagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagementbehaviours as voluntary resource contributions targeted at a firm or a brand, that go beyondthe transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study isto explore engagement behaviours “beyond the transaction” by focusing on engagement thatoccurs on the other side of the customer journey, prior to the purchase. Additionally, thestudy explores the role of marketing automation, a software tool used to automate marketingtasks including online tracking and campaign management (Bagshaw, 2015; Buttle &Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.

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KW - customer engagement

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KW - B2B customer journeys

M3 - Paper

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