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Der Schlüssel zu Wettbewerbsvorteilen: Datenbasiertes B2B-Marketing

In: Customer Intelligence

Author

Listed:
  • Jessica Manu

    (Enercon GmbH, Communication & Marketing)

Abstract

Zusammenfassung Die digitale Transformation stellt B2B-Marketingverantwortliche vor neue Herausforderungen – insbesondere, weil sich die Erwartungen und das Verhalten von Geschäftskunden zunehmend an den Standards des B2C-Marketings orientieren. Unternehmen müssen folglich lernen, ihre Verkaufsanstrengungen an anspruchsvolleren und stark digitalisierten Customer Journeys auszurichten. Dieses Kapitel beleuchtet die strategische Bedeutung von Customer Intelligence im B2B-Kontext und zeigt, wie datenbasiertes Marketing messbare Wettbewerbsvorteile schaffen kann. Dabei wird deutlich: Erfolgreiche B2B-Unternehmen verstehen Customer Intelligence nicht nur als taktische Kompetenz, sondern als strategisches Kapital. Durch die systematische Sammlung von Daten entlang des Marketingtrichters und die gezielte Ausrichtung von Marketingstrategien können Zielkunden anhand ihres Erfolgspotenzials identifiziert und langfristig entwickelt werden. So wird Customer Intelligence zur tragenden Säule für langfristige Kundenbindung und Wachstum.

Suggested Citation

  • Jessica Manu, 2025. "Der Schlüssel zu Wettbewerbsvorteilen: Datenbasiertes B2B-Marketing," Springer Books, in: Emanuel Bayer & Manuel Marini (ed.), Customer Intelligence, chapter 0, pages 313-339, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48463-7_15
    DOI: 10.1007/978-3-658-48463-7_15
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