MANAGEMENT OF STRATEGIC GROWTH IN B2B MARKETING: EFFECTIVE APPROACHES TO BRAND BUILDING AND SALES ACTIVATION (CASE STUDY)
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Date
2025
Authors
Volokhova, Maryna
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Abstract
This capstone explores the strategic management of growth in B2B marketing, focusing on balancing long-term brand building and short-term sales activation to achieve sustainable outcomes. The research addresses the question: How can B2B marketers effectively harmonize branding and sales strategies to foster growth? Using a mixed-methods approach, the study integrates insights from literature, survey data, and a Salesforce case study to highlight practical applications of theoretical models.
The primary objective of this research is to explore the alignment between prevailing perceptions of effective B2B marketing strategies and evidence from academic research and Salesforce case study.
The findings emphasize the importance of mental availability, consistent branding, and emotional storytelling in B2B contexts. Survey data reveals a preference for short-term sales tactics over long-term brand-building investments, reflecting gaps in understanding the compounding benefits of brand equity. The Salesforce case study demonstrates how leading organizations balance these priorities through thought leadership, customer advocacy, and data-driven strategies.
The study concludes that achieving sustainable growth requires integrating emotional and rational messaging, leveraging customer advocacy, and adopting data-driven decision-making. These insights bridge theoretical frameworks with real-world applications, offering actionable recommendations for practitioners. Future research is proposed to explore evolving digital marketing dynamics and the integration of artificial intelligence in B2B strategies.
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Keywords
B2B marketing, brand building, sales activation, mental availability, customer advocacy
Citation
Volokhova, Maryna. (2025). MANAGEMENT OF STRATEGIC GROWTH IN B2B MARKETING: EFFECTIVE APPROACHES TO BRAND BUILDING AND SALES ACTIVATION (CASE STUDY). Kyiv: American University Kyiv.