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Digital Interaction Hubs Für B2b-Kundeninteraktionen: Innovativer Zugang Für Digitalen Vertrieb Und Marketing by Anna Selent

Digital Interaction Hubs Für B2b-Kundeninteraktionen: Innovativer Zugang Für Digitalen Vertrieb Und Marketing

by Anna Selent
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Book cover type: Paperback
  • ISBN13: 9783658423650
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 260
  • Original Price: EUR 35.51
  • Language: German
  • Edition: 1. Aufl. 2023
  • Item Weight: 445 grams
  • BISAC Subject(s): Customer Relations

Dieses Buch befasst sich mit dem B2B-Softwarekauf, den relevanten Buyer Personas, den kaufbezogenen digitalen Interaktionen und deren Knotenpunkten ("Hubs"). Die Autorin präsentiert eigene Forschungserkenntnisse aus der Industrie und leitet daraus praxisnahe Konzepte und Inhalte ab.
Mehr als zwei Drittel der Interaktionen im B2B-Kaufprozess werden heute digital und vorzugsweise autonom ausgeführt. Der späte Einstieg der Vertriebsbeauftragten in den Kaufprozess schwächt die Einfluss- und Erfolgschancen des persönlichen Vertriebs. Digitale Kundeninteraktionen gewinnen an hoher Bedeutung. Dutzende von Touchpoints und eine Vielfalt an Interaktionsoptionen - wie z. B. Beiträge in sozialen Medien und Fach-Communitys, Testversionen, YouTube-Videos, Webinare, Whitepapers, Kundenstimmen etc. - flie en in die B2B Buyer's Journey ein und überfordern Anbieter bei ihrem Versuch, die potenziellen Käufer online zu erreichen.Anna Selent identifiziert neun Digital Interaction Hubs (DIHs) im B2B-Kauf und -Verkaufsprozess, die einen innovativen Zugang zu den relevantesten Anbieter-Käufer-Interaktionen darstellen und die Komplexität reduzieren. Diese bilden das Grundgerüst für einen käuferadäquaten Online-Auftritt der Webseite des Anbieters und seiner digitalen Vertriebs- und Marketingaktivitäten auf externen Plattformen. Sie zeigt, wie Gestaltungs- und Handlungsempfehlungen dem Anbieter dabei helfen, die DIHs schrittweise auf- und auszubauen und optimal im Vertriebs- und Vermarktungsprozess der B2B-Angebote zur Kundengewinnung einzusetzen. Damit erreichen die Anbieter ihre potenziellen Käufer während des gesamten Kaufzyklus, und zwar unabhängig davon, wann und wie die einzelnen Buyer's Journeys von relevanten Buyer Personas verlaufen. Das Buch ist ein Leitfaden für den Aufbau oder Relaunch der Webseite mit konkreter inhaltlicher Ausgestaltung und vertrieblicher Schwerpunktsetzung. Marketing- und Vertriebsverantwortliche erhalten wertvolle Einsichten und Impulse zu den Themen der digitalen Kundeninteraktionen.

"Eine Arbeit, die wirklich relevant ist für das Industriemarketing und die mit den Digital Interaction Hubs einen wesentlichen Schritt im ganzen Dschungel des digitalen Marketings weiterführt". Prof. em. Dr. Christian Belz, Universität St.Gallen


Dr. Anna Selent ist Director of CX Digital Transformation für Siemens DI sowie Gastdozentin an der Universität St.Gallen. Sie promovierte bei Prof. Dr. Marcus Schögel an der Universität St.Gallen. Ihre dem Buch zugrunde liegende Dissertation wurde für relevante, problemorientierte, substanzielle und innovative Ergebnisse mit dem "Christian Belz-Award für realitätsorientiertes Marketing" der Universität St.Gallen ausgezeichnet.


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