Understanding the Strategic Marketing Needs of Technical B2B Organisations and How They Cohere With the Upcoming Strategic Marketing Trends

The aim of this research is to identify the needs of technical (B2B) organisations in regard to strategic marketing and see how these cohere with the B2B strategic marketing trends. Eventually, general marketing and strategy consultants can use the identified relevant B2B strategic marketing trends in coherence with the needs of technical (B2B) organisations to potentially rethink their programs in the field of strategic marketing for technical B2B companies in order to possibly reignite the interest in strategic marketing. This research consists out of a systematic literature review, empirical research and desk research. For the empirical research, 11 semi-structured interviews with managers & marketing employees of technical B2B organisations have been done. In the semi-structured interviews the needs of technical B2B organisations, in regards to strategic marketing, and the 8 marketing trends, that have been found in the literature, have been discussed.