The technological phenomenon of artificial intelligence transforms B2B marketing and approaches to the formation of product value, sales and service. The case study allowed the author to examine and summarize the experience of large companies in integrating artificial intelligence into the sales management system, marketing and service. The article identified three problems of B2B companies’ sales system: incomplete, unreliable data, lack of interaction between marketing and sales systems, dynamic growth of personal data volume. The study proves economic efficiency of the integration of artificial intelligence, which solves these problems. The future of marketing was identified based on the latest trends in the B2B segment. In the future, industrial marketing will be determined by the accuracy, reliability of customer information, a high level of accuracy of demand forecasts, a shortened cycle of trade agreements, increasing level of effectiveness of cooperation between marketing and sales departments. The integration of artificial intelligence into sales management will finally complete the era of digital marketing in the B2B segment and will be the beginning of the era of “human” marketing. The latter will mean that in the context of a regulated digital private B2B data market, marketing will be focused on human needs with an accurate predictable understanding of customer needs.
The purpose of the paper is a qualitative analysis of mobile applications as a sales promotion tool in industrial (B2B) marketing of glass companies. Industrial marketing of the glass industry is poorly studied in terms of digital technology development and integration as well as mobile applications as tools for digital marketing communications. B2B companies’ digitalization is at the initial stage. Methodology. This research builds on the concepts of digital B2B marketing, the digitization capability of B2B companies, customer relationship building, and customer focus. The research methodology is based on the case study of ABC company and the content analysis of information available on the ABC’s website in the public domain. A content analysis was conducted of the patent for a method for determining the coated glass coating type using an application and a light source. Results demonstrate problems related to digital marketing concepts integration, customer focus, and customer relations formation. The results show an active digital strategy use for the company’s business growth through software development and integration of end product interactive visualization tools. As a result, additional business value is formed: 1) end customer company focus; 2) product knowledge development and B2B services personalization; 3) manufacturers transfer some sales and communication functions to their customers, which solves the problem of staff rotation in the sales subsystem; 4) the application becomes a tool for customer behaviour analysis. Mobile applications complement any traditional product promotion channels. The main domestic industrial market challenge is the poor rate of readiness for digital changes: applications become an effective marketing communication tool only when customers use them. Practical implications. Companies in different industries can use the results to understand real issues of applications integration in marketing strategy and communication. These problems include the digital unpreparedness of the Russian domestic market to accept new technological solutions. Value/originality. This research proves that mobile applications increase sales and is effective if company personnel, end users and B2B customers actively use them. Applications complement traditional B2B marketing channels.
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