With the advent of the fourth industrial revolution, the introduction and utilization of artificial intelligence in each business area became essential. Artificial intelligence is being used in various fields such as strategy, finance, production, research and development, logistics and quality cont...
With the advent of the fourth industrial revolution, the introduction and utilization of artificial intelligence in each business area became essential. Artificial intelligence is being used in various fields such as strategy, finance, production, research and development, logistics and quality control. Recently, the utilization of artificial intelligence in marketing and sales has become active and linked research has increased significantly. However, most of the current research deals with the sales and marketing of the B2C industry and research on the B2B industry, which has a much larger scale than the B2C industry, is very scarce.
Therefore, this study aims to learn about artificial intelligence trends in B2B sales and marketing and derive meaningful insights. First, the bibliographic analysis using topic modeling, one of the text mining techniques was conducted. The abstracts of 135 journal article, conference proceeding and thesis were collected and analyzed. As a result, six topics were derived as important keywords in B2B sales and marketing: "Insight Creation by Big Data Analysis", "Selling by Social Media", "Forecasting Algorithms for Sales Performance", "New tools to Support Human", "Decision-Making Support System" and "Advanced CRM with AI". The highest frequency topic was "Selling by Social Media", followed by "Forecasting Algorithms for Sales Performance".
Comparing the six topics derived with artificial intelligence issues in B2C, the goals to be achieved were similar. But the most prominent artificial intelligence topic in B2B was "Advanced CRM with AI." CRM is the most frequently used IT program by salespeople and at the same time the fastest evolving IT solution. In addition, the purpose of use for CRM in B2B and B2C was very different.
Therefore, it was intended to gather opinions from 29 sales representatives working in the B2B industry to confirm the importance of various functions of the CRM. The AHP technique was used to derive which function is most important for a salesperson. As a result, the "Analysis" function was the most important, followed by the "Connection" function, the "Automation" function and the "Prediction" function. Overall, "Sales Analysis" was cited as the most important factor. Although CRM is evolving significantly, the biggest concern of salespeople is the confirmation of performance and how to improve performance is the key to CRM.
Finally, this study found it very important to collect various data related to customers in the B2B business so that introduced the concept of "HUMINT". HUMINT originally refers to the collection of information and intelligence from police or intelligence agencies over human networks. Collecting various unstructured data from the business and utilizing it through artificial intelligence technology is now no different from HUMINT activities. In conclusion, future research directions were presented and the use of artificial intelligence could become more active in B2B sales and marketing.
With the advent of the fourth industrial revolution, the introduction and utilization of artificial intelligence in each business area became essential. Artificial intelligence is being used in various fields such as strategy, finance, production, research and development, logistics and quality control. Recently, the utilization of artificial intelligence in marketing and sales has become active and linked research has increased significantly. However, most of the current research deals with the sales and marketing of the B2C industry and research on the B2B industry, which has a much larger scale than the B2C industry, is very scarce.
Therefore, this study aims to learn about artificial intelligence trends in B2B sales and marketing and derive meaningful insights. First, the bibliographic analysis using topic modeling, one of the text mining techniques was conducted. The abstracts of 135 journal article, conference proceeding and thesis were collected and analyzed. As a result, six topics were derived as important keywords in B2B sales and marketing: "Insight Creation by Big Data Analysis", "Selling by Social Media", "Forecasting Algorithms for Sales Performance", "New tools to Support Human", "Decision-Making Support System" and "Advanced CRM with AI". The highest frequency topic was "Selling by Social Media", followed by "Forecasting Algorithms for Sales Performance".
Comparing the six topics derived with artificial intelligence issues in B2C, the goals to be achieved were similar. But the most prominent artificial intelligence topic in B2B was "Advanced CRM with AI." CRM is the most frequently used IT program by salespeople and at the same time the fastest evolving IT solution. In addition, the purpose of use for CRM in B2B and B2C was very different.
Therefore, it was intended to gather opinions from 29 sales representatives working in the B2B industry to confirm the importance of various functions of the CRM. The AHP technique was used to derive which function is most important for a salesperson. As a result, the "Analysis" function was the most important, followed by the "Connection" function, the "Automation" function and the "Prediction" function. Overall, "Sales Analysis" was cited as the most important factor. Although CRM is evolving significantly, the biggest concern of salespeople is the confirmation of performance and how to improve performance is the key to CRM.
Finally, this study found it very important to collect various data related to customers in the B2B business so that introduced the concept of "HUMINT". HUMINT originally refers to the collection of information and intelligence from police or intelligence agencies over human networks. Collecting various unstructured data from the business and utilizing it through artificial intelligence technology is now no different from HUMINT activities. In conclusion, future research directions were presented and the use of artificial intelligence could become more active in B2B sales and marketing.
주제어
#B2B Marketing Artificial Intelligence Machine Learning Topic Modeling CRM AHP HUMINT B2B Sales
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