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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Moosa, Hamza", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Koskinen, Henri", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-23T07:14:20Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-23T07:14:20Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103842", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The business-to-business (B2B) marketing industry has experienced a significant transformation as a result of the rise of digital technologies. Digital transformation has led B2B marketing to strategically shift from broad-based strategies to personalized marketing actions. This study investigates how B2B businesses apply new technologies and customer insights to create personalized marketing strategies.\nIn this research, nine B2B marketing professionals from various companies and industries in Finland were interviewed using semi-structured interviews. According to the research, fragmented technology ecosystems and limited insight utilization continue to impede the widespread adoption of personalization as a goal. Companies find it difficult to integrate marketing automation, analytics, and customer relationship management (CRM), which leads to scattered customer insights and manual operations that hinder real-time personalization.\nIt is concluded that B2B marketing personalization is effective when teams from different departments work together, use integrated technology, choose smart strategies, and ensure a good balance between personalization and scale. The research findings can assist marketers, and academics can include them in their discussions about the challenges and opportunities of personalized B2B marketing in companies adopting digital technology.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "B2B-markkinointi on l\u00e4pik\u00e4ynyt merkitt\u00e4v\u00e4n murroksen digitaalisten teknologioiden my\u00f6t\u00e4. Digitalisaatio on ohjannut B2B-markkinointia siirtym\u00e4\u00e4n laajapohjaisista strategioista kohti yksil\u00f6llisi\u00e4, personoituja toimenpiteit\u00e4. T\u00e4m\u00e4 tutkimus tarkastelee, miten B2B-yritykset hy\u00f6dynt\u00e4v\u00e4t uusia teknologioita ja asiakas\u00adymm\u00e4rryst\u00e4 personoitujen markkinointistrategioiden luomisessa.\nTutkimuksessa haastateltiin yhdeks\u00e4\u00e4 suomalaista B2B-markkinoinnoin ammattilaista eri toimialoilta. Tulosten perusteella hajanaiset teknologiaymp\u00e4rist\u00f6t ja rajallinen asiakasymm\u00e4rryksen hy\u00f6dynt\u00e4minen hidastavat yh\u00e4 personoinnin laaja-alaista hy\u00f6dynt\u00e4mist\u00e4. Markkinoinnin automaation, analytiikan ja CRM-j\u00e4rjestelmien integrointi koetaan haastavaksi, mik\u00e4 johtaa sirpaleiseen asiakas\u00adymm\u00e4rrykseen ja manuaalisiin prosesseihin, jotka est\u00e4v\u00e4t reaaliaikaisen personoinnin.\nJohtop\u00e4\u00e4t\u00f6ksen\u00e4 todetaan, ett\u00e4 B2B-markkinoinnin personointi tehostuu, kun eri osastot tekev\u00e4t tiivist\u00e4 yhteisty\u00f6t\u00e4, teknologia on integroitua, strategiset valinnat ovat harkittuja sek\u00e4 personoinnin ja skaalauksen v\u00e4lill\u00e4 s\u00e4ilytet\u00e4\u00e4n tasapaino. Tutkimuksen havainnot tarjoavat tukea markkinoijille ja rikastavat akateemista keskustelua digitaalista teknologiaa omaksuvien yritysten personoidun B2B-markkinoinnin haasteista ja mahdollisuuksista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-23T07:14:20Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-23T07:14:20Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "64", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Personalization in B2B Marketing: Leveraging Technology and Customer Insights for Lead Generation", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506235614", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Digital Marketing and Corporate Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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