Digital transformation of the B2B sales and marketing communication strategiesVarnalieva, Simona (Avtor) Uzunoğlu, Ebru (Mentor) digital marketing toolscontent marketingnewslettersB2B enterprisesAlthough the B2B sector relies a lot on personal relationships and meetings between companies, digital transformation has significantly impacted the marketing between B2B-oriented industries. Digitalization is essential in every organization nowadays, as B2B sales interactions, information sharing, and the customer relationship development process occur increasingly through digital media. However, even though the benefits of digitalization are evident, many B2B companies are struggling to transform themselves digitally. The main aim of this thesis is to study the benefits that come from using digital marketing communications among industrial companies and to research to what degree the industrial companies in North Macedonia have accepted the digitalization marketing process. The focus of the research is the use of digital content marketing, especially the use of newsletters. The research indicates that digitalization in the marketing process has been accepted and adopted by industrial companies in North Macedonia and will probably increase in the future. B2B companies use digital marketing activities as practical tools for attracting new customers, increasing the awareness of their company, and starting and maintaining customer relationships, with the essential results of using these marketing activities leading to more sales opportunities.S. Varnalieva20242024-11-16 07:30:04Diplomsko delo/naloga164920sl