The purpose of this paper is to enhance our understanding of how salespeople in B2B organizations perceive the usefulness of digital solutions in their work. The use of digital solutions continues to increase in business-to-business (B2B)-selling. Yet limited research has so far focused on how salespeople in B2B organizations perceive the usage of digital solutions. Previous studies have found that perceived usefulness is effective for understanding user attitudes and intentions, and at large their acceptance and usage of digital solutions. Concurrently, previous studies have found that organizations struggle with ensuring that digital solutions are used according to management’s intentions. Perceived usefulness therefore becomes a door into understanding salespeoples’ perceptions of digital solutions, and ultimately their usage of them. In order to achieve the purpose of this paper, a single case study is used, conducted through semi-structured interviews with a sales unit of a chemical company. Four main conclusions were made based on the findings: there is a need for the salespeople to understand why the digital solutions are relevant for their work, digital solutions can contribute to a higher workload for the salespeople, comprehensive training is important for how digital solutions gets used, and there can exist support for managing problems in the form of expert colleagues. These findings contribute to existing literature by highlighting conditions that influence salespeople’s acceptance and usage of digital solutions, and provide nuanced insights into the way salespeople end up using digital solutions in a certain way.

There has been a lot of research and studies done about the positive effects of inbound marketing and previous research clearly states that engaging customers is crucial when developing a successful inbound marketing strategy. However, a gap in connecting inbound marketing to a B2B-perspective is evident. Little information can be found about this specific field of practice when using inbound marketing strategy. Therefore, the aim of this study is to increase the understanding of in what way business to business companies use inbound marketing and the reasons they have for applying this strategy. This study was constructed by a qualitative method with an abductive approach where six companies were interviewed. The interviews were then compared with each other and the collected data from the Frame of Reference in order to gain a deeper understanding of the companies work with inbound marketing. The result of the study gives an insight into how companies can implement inbound marketing in their marketing strategy and the benefits it will lead to if executed correctly. Furthermore, a model has been created to help companies implement inbound marketing and shows which inbound marketing tools that can be used in the different stages of the sales and marketing process.