Exploring the dynamics of marketing automation investigating influential factors and adoption processes

Abstract

Purpose: This research aims to improve B2B companies' strategic use of technology by highlighting marketing automation's uses and advancing academic and practical understanding. The ultimate goal of this effort is to help academics, corporate decision-makers, and B2B marketers better understand the dynamics surrounding the adoption of marketing automation in the Maltese B2B sector. Study Methodology: An interpretive viewpoint was chosen for this research since it aids in comprehending how individuals perceive and interpret their personal experiences and the social contexts in which they live. This focuses on the individual's viewpoint and the interpretations they give to their experiences. Ten interviews were conducted with marketing professionals. The qualitative data was analysed using nVivo and presented with a thematic analysis. Findings: The results obtained from the interviews done for this study have provided a means to either align or deviate from the current literature, thereby adding to the scholarly conversation around marketing automation. The study has produced a new framework specifically designed for marketing automation. This framework represents a substantial contribution to the literature in this sector and was developed because of the useful insights the interviews provided. Theoretical and Practical Implications: This research managed to add to the current literature by defining marketing automation, its benefits and drawbacks and its effects on the business. This study also developed a standard framework encapsulating the marketing automation adoption process and influential factors.