Digital Customer Experience in B2B Marketing: Enhancing Relationship Building Strategies for Software as a Service (SaaS) B2B companies.

Abstract

This thesis investigates how B2B SaaS organisations can improve customer experiences by making efficient use of digital media. It starts with a detailed analysis of the underlying ideas and theories that are pertinent to this subject, with an emphasis on the SaaS business model, the dynamics of the customer journey, and digital channel operations including SEO, content marketing, email marketing, and KPIs for digital marketing. The research technique uses qualitative case studies to explore how B2B SaaS companies use digital channels. Examining six case studies, multiple aspects of digital marketing tactics in business-to-business contexts are clarified. These studies address a wide range of subjects, including the impact of SEO on corporate performance, customer satisfaction management, and digital touchpoint assessment. In order to gain an in-depth understanding of motivation, human interaction, and decision-making processes within B2B transactions, patterns, themes, and insights are retrieved through comparison analysis. The importance of digital channels in relationship-building and customer journey management is highlighted by key findings. Strategies for leveraging digital channels during both the pre-purchase and purchase stages are discussed, including SEO tactics, content marketing, and email marketing. Additionally, key performance indicators including the number of searches, website visits, email open rates, and conversion rates are identified for evaluating the effectiveness of digital consumer experiences. Although there are opportunity to improve digital strategy, there are also challenges to be addressed, like navigating KPIs, expanding audience engagement, and prioritising customer value. However, innovative approaches such as targeted advertising, strategic content creation, and customercentric campaigns provide opportunities for growth and competitiveness in the digital landscape. The study's credibility is increased by ensuring internal consistency and compliance with research theory in terms of validity and reliability. Several case studies support external and construct validity by offering solid proof for generalisations and suggestions for future study areas. To sum up, this thesis offers insightful information and beneficial implications for B2B SaaS organisations that want to maximise the use of digital channels and improve client experiences in order to promote long-term development and prosperity in the digital era.

Date of Award	2024
Original language	English
Supervisor	Thomas Holzmann (Supervisor)