When scaling a company it is important to implement customer insights to achieve growth of revenue. Understanding and defining a suitable B2B sales process has also been shown to play an important part in enhancing sales, and traditional processes include multiple steps performed by sales representatives. One step revolves around the presentation of the offered product or service. For sales representatives to present a product or service successfully they must acquire or have deep knowledge of the customer, such as their industry trends and general business. This can be achieved by acquiring customer insights that are data driven. Adopting data driven customer insights has also been proven to increase sales. Therefore, this research investigates the connection between the B2B sales process and the generation and implementation of data driven customer insights. In particular, this research explores the steps included in a B2B sales process at a high technology scaleup and hence how data driven customer insights can enhance the presentation step in the B2B sales process.  The research is carried out through a case study at a case company labelled as a high technology scaleup. Interviews were conducted with sales representatives working in the commercial team at the case company. The result from this research finds that six steps are included in the B2B sales process at high technology scaleups. The steps are as follows: Lead generation, First meeting, Assessment, Contract proposal, Negotiation and Closed deal. The second step includes presenting the offered product or service, which this research identified as most challenging for the sales representatives to execute successfully due to the technical complexity of the product/service. Findings from this research shows that data driven customer insights can be used to simplify this step in the process. For example, data driven customer insights can help personalize presentation material and enable rapport building. In addition, data driven customer insights help align expectations between buyers and sellers during the first meeting, thus increasing the likelihood of reaching a closed deal. / När ett företag ska skalas upp är det viktigt att implementera kundinsikter för att uppnå ökad omsättning. Att förstå och definiera en passande B2B-försäljningsprocess har också visats spela en viktig roll för nå ökade intäkter, och traditionella säljprocesser innehåller flera steg som säljpersonal utför. Ett steg kretsar kring presentationen av den erbjudna produkten eller tjänsten. För att säljpersonal ska kunna presentera en produkt eller tjänst med framgång behöver de förvärva eller ha djup kunskap om kunden, såsom branschtrender och generell verksamhet. Detta kan uppnås genom att anskaffa kundinsikter som är datadrivna. Att använda datadriven kundinsikt har också visats öka försäljningssiffror. Med detta som bakgrund undersöker därför den här forskningen sambandet mellan B2B-försäljningsprocessen och generering och implementering av datadriven kundinsikt. I synnerhet undersöker denna forskning stegen som ingår i en B2B-försäljningsprocess i ett högteknologiskt scale up och därmed hur datadriven kundinsikt kan förbättra presentationssteget i B2B-försäljningsprocessen.  Forskningen utförs genom en fallstudie på ett fallföretag som räknas som ett högteknologiskt scale up. Intervjuer genomfördes med försäljningsmedarbetare som jobbar i det kommersiella teamet på företaget. Resultatet från denna forskning visar att sex steg ingår i B2B-försäljningsprocessen vid högteknologiska scale ups. Dessa sex stegen är: Leadsgenerering, Första möte, Utvärdering, Kontraktsförslag, Förhandling och Avslutad affär. Det andra steget innebär att den erbjudna produkten eller tjänsten presenteras, och detta steg identifieras som mest utmanande för försäljningsmedarbetarna att utföra med framgång på grund av produktens/tjänstens tekniska komplexitet. Vidare visar resultat från denna forskning att datadriven kundinsikt kan användas för att förenkla detta steg i processen. Datadriven kundinsikt kan till exempel hjälpa till att personalisera presentationsmaterial och möjliggöra förtroendebyggande. Dessutom möjliggör datadrivna kundinsikter att köpare och säljare delar gemensamma förväntningar på det första mötet, vilket ökar sannolikheten att uppnå en sluten affär.

This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they differed slightly when describing its meaning, and implementation. / Denna studie har genomförts med syfte att undersöka hur anställda på B2B-företag i Umeå uppfattar och beskriver den växande marknadsföringsstrategin content marketing, samt att analysera hur den används på företagens hemsidor. Studien syftar även till att undersöka om begreppet används och uppfattas olika beroende på företagens storlek. Det teoretiska ramverket består av tidigare forskning och teorier som behandlar content marketing som begrepp och strategi. Studien har genomförts med ett kvalitativt förhållningssätt i form av intervjuer samt en innehållsanalys där vi utgår från semiotiken som metod. Resultatet av studien visade att trots att samtliga B2B-företag uppfattat det omtalade begreppet så skiljer det sig i hur de definierar det och dess innebörd samt hur strategin tillämpas i praktiken.

Customer acquisition stands as a critical process for converting potential leads into customers. This study delves into the intricacies of the customer acquisition process within B2B technology-based startups, shedding light on their unique challenges and opportunities. By examining existing methodologies, identifying their effectiveness, and influencing factors, this research aims to provide valuable insights into streamlining the customer acquisition journey for technology-based startups. It draws upon theoretical concepts of the B2B selling process, the sales funnel framework, and insights from interviews. Adopting a qualitative approach, the study involves semi-structured interviews with those involved in sales and business development operations in technology-based startups. These interviews reveal the importance of targeted strategies, data-driven decision-making, and the integration between marketing and sales efforts. Additionally, the significance of KPIs in evaluating acquisition strategies is explored in depth. Various factors impacting the customer acquisition process are identified as product complexity, choice of marketing methods, strategic decision-making, brand development, managing communication channels, cost of acquisition, and building credibility. / Kundanskaffning är en kritisk process för att omvandla potentiella leads till kunder. Denna studie undersöker detaljerna i kundanskaffningsprocessen inom B2B-teknikbaserade startups och belyser deras unika utmaningar och möjligheter. Genom att granska befintliga metoder, identifiera deras effektivitet och påverkningsfaktorer, syftar denna forskning till att ge värdefulla insikter för att effektivisera kundanskaffningsresan för teknikbaserade startups. Den bygger på teoretiska koncept av B2B-försäljningsprocessen, säljtrattens ramverk och insikter från intervjuer. Genom att anta en kvalitativ metod innefattar studien halvstrukturerade intervjuer med personer involverade i försäljnings- och affärsutvecklingsoperationer i teknikbaserade startups. Dessa intervjuer avslöjar vikten av riktade strategier, datadrivet beslutsfattande och integration mellan marknadsförings- och försäljningsinsatser. Dessutom utforskas betydelsen av nyckeltal för att utvärdera anskaffningsstrategier på djupet. Olika faktorer som påverkar kundanskaffningsprocessen identifieras, såsom produktens komplexitet, val av marknadsföringsmetoder, strategiskt beslutsfattande, varumärkesutveckling, hantering av kommunikationskanaler, förvärvskostnad och att bygga trovärdighet.

Startups within the tech field are incraesingly using proof of concept (POC) customers as a partner when developing new products and services as this enables them to sell the product before building it, ensuring that the product they are developing is aligned with the market needs before making it avaliable to a wider market. Becasue of the positive results that designing and developing new products together with users and customers have shown, the acqusition of POC customers has become a crucial step in the product development process for many startups. The purpose of this study is to understand how the process from business idea to first proof of concept customer evolves and in this process, what are important factors in acquiring the first proof of concept customer. The study is of qualitative nature and leverages a multiple case study based on interviews with eight Swedish tech startups. The findings from the research show that the process is of iterative nature and has seven sub-processes; Defining and scoping proclem, Defining target marker, Finding customers, Defining customer needs, Initial pitch, Persuasion, and finally, Negotiation and signature. Furthermore, five concepts influencing this process were found; Market understanding, Product understanding, Sales tactics, Customer management, and Entrepreneurial attitude. / Startups som verkar inom techindustrin inkluderar allt oftare proof of concept (POC) kunder i utvecklingen av nya produkter och tjänster då det gör det möjligt att säkerställa att produkten är anpassad till marknadens behov. Då utveckling av nya produkter tillsammans med användare och kunder har visat sig effektivt och ha positiva resultat, har förvärvet av POC kunder blivit ett abgörande steg i produktutvecklingsprocessen för många startups. Syftet med denna studie är att förstå hur processen ser ut från affärsidé till signering av första proof of concept kunden, och i denna process även förstå vilka faktorer som är viktiga för att signera första proof of concept-kunden. Studien är av kvalitativ karaktär och använder fallstudier baserad på intervjuer med åtta svenska tech startups. Resultaten visar att processen är av iterativ natur och har sju delprocesser; Definiera problemet, Definiera målgrupp, Hitta kunder, Definiera kundbehov, Inledande pitch, Övertalning och slutligen, Förhandling och signatur. Vidare presenteras fem koncept som påverkar denna proccess; Marknadsförståelse, Produktförståelse, Säljtaktik, Kundhantering och Entreprenöriell attityd.

nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. Customer value can be defined as the perceived benefits a company delivers its customers in comparison to the perceived expenses. Nevertheless, no uniform definition exist. In addition to that, if there is a direct connection between B2B customer value and international market entry strategies have not been investigated yet. Therefore, this thesisprojectdeals with the influence of B2B customer value on international market entry strategies. To determine the link, following research question guides this thesis: How does B2B customer value influence international market entry strategies in Northern Europe?The research isnot only focused on Northern Europe but also on the data centre segment. The investigated countries are Norway, Ireland, UK and Finland. These countries are highly interesting for the commission partnerdue to market developments and mega trends. Furthermore, the commission partneris represented by local subsidiaries in the four countries of interest. In order to answer the research question, deep insights are generated via semi-structured interviews. Three customer groups are investigated: Data centre operator as well as owner, constructors including panel builder and system integrators as well as design consultants. The interviews are conducted either face-to-face or if necessary via telephone in the four countries of interest. The interviews include questions about B2B relationships, brand and marketing.If culture influences B2B customer value is investigated indirectly bythe questions on B2B relationship.Market intelligence questions are added in order to create a deeper understanding of the market.Furthermore, these insights also help to interpret the answers of customers. Due to the interviews, a picture of the B2B customer value in Northern Europe is created. Northern European customers value reliable suppliers who can offer quality products as well as solutions. In addition to that, the importance of global brands andmarketing of competences is determined. Due to combining the findings with the cultural dimensions of Hofstede, it is concluded that customer value differs between other countries.Hence, customer value influences international market strategies, as different customer value require distinct international market entry strategies.

The purpose of this thesis is to understand how implicit processes determine individual and organisational behaviour in the context of business to business (B2B) decision making. A broad literature review suggests that implicit cognition has a significantly more powerful influence than therefore assumed. The author calls for further research into the motivations driving professional behaviour in B2B situations as new study challenges the classical economic theory of the homo economicus, and focuses on the role of implicit motives as a possible driver. As a first objective, the study attempts to reveal a typical structure of implicit motives based on hierarchy and gender. The second objective is to delineate the interplay between the implicit motives and the decision making process in B2B. The third objective is to examine the consequences and implications for business to business marketing. The methodology is based on an interdisciplinary mixed method approach. To address the gaps in existing knowledge, an experiment and a survey (n=175) in different sectors were conducted. For the analysis, a variety of techniques such as operant motive tests, cluster- and multivariate analysis were employed to analyse the empirical response. Semi-structured qualitative in-depth interviews (n=8) were carried out to detect the consequences and the implications of the new findings for practice. The findings of the research indicate that marketing is much more a selective communication as assumed. The impact of marketing communication is not always consciously perceived by customers and the most part is implicit. In conclusion, there seems to be an interplay between implicit motives and the B2B decision making process. Hypotheses about the interplay of implicit motives and business to business decision making were confirmed in personal, management and group decision experiments. As a contribution to existing theory on the subject, it can be postulated that rational choice in B2B decision making may play a limited role. In addition marketing experts from various industry sectors emphasise the importance and the potential impacts for future B2B marketing. Experts stress the need to reveal the real motivational drivers in marketing communication.

Business-to-business (B2B) e-commerce adoption has become a necessity for most small and medium-sized enterprises (SMEs), allowing them to gain and sustain competitive advantage in a dynamic competitive environment. Accepting the fact that B2B is adopted at different levels based on different resources leads to the acceptance that competitive advantage is gained and sustained on a level consistent with the level of adoption. This study employs quantitative method based on the positivism philosophy and deductive approach. A questionnaire survey technique was used to collect the data from the American and Egyptian manufacturing SMEs. Moreover, it used structural equation modelling with a sample of 320 and 260 manufacturing SMEs in the United States of America and Egypt respectively. The structural equation modelling (SEM) findings revealed that each level of B2B e-commerce adoption was affected by different factors from another level of adoption. Besides, there was a significant difference between the issues which faced manufacturing SMEs in USA and Egypt. Furthermore, in Egyptian manufacturing SMEs, relative advantage and competitive pressure have a significant effect on adoption behaviour. On the other hand, when American manufacturing SMEs made their decisions to adopt B2B e-commerce, they considered the main factors to be relative advantage, top management support, firm size and government support. In addition, the findings revealed that the higher the level of B2B e-commerce, which an SME adopted, the higher the level of competitive advantage it gained. However, in developing countries such as Egypt, SMEs remained far behind their peers in developed countries. In terms of theoretical implications, the study could be considered to be a unique study in the field of B2B e-commerce generally and B2B e-commerce in Egyptian manufacturing SMEs in particular. This is because, by looking back at the literature review, is clear that empirical studies into B2B e-commerce issues, including manufacturing SMEs, remained embryonic in developed countries and rare in the developing countries. This is especially so in the Arabic countries. In addition, most previous studies focused on a broad and generic view of the SMEs’ adoption of B2B e-commerce or on the relationship between adoption of IT and competitive advantage. This study was conducted in a cross-country context; it considered the manufacturing SMEs’ adoption of B2B e-commerce from the perspective of the level of adoption. Therefore, it made an original empirical contribution towards the current body of knowledge on the adoption of B2B e-commerce through the identification of manufacturing SMEs adoption levels of B2B e-commerce; their impacts on competitive advantage; and the significant factors which influenced each adoption level of B2B e-commerce in USA and Egypt. In addition, this study used TOE as the theoretical framework in investigating the factors affecting B2B e-commerce in SMEs and focused largely on the factors affecting each level; this is a new contribution to the extant literature. Turning to the study’s practical implications, important implications for the manufacturing SMEs’ owner/managers can be drawn from the findings to help them to understand their environments as, in a cross-country business context, they move through the different stages of adopting B2B e-commerce. In addition to the implication for manufacturing SMEs’ owners/managers, this study presents important implications for governmental, nongovernmental organisations and other institutions linked to manufacturing SMEs. Similar to other studies, this study has a number of limitations. The main one is that it lacks the use of qualitative analysis to depict how SMEs understand the concept of competitive advantages and how this helps them to survive and grow.

Problem: The demand of beverages in PET bottles is constantly increasing. In this context, environmental, technological and regulatory aspects set a stronger focus on recycling. Generally, the reuse of recycled material from post-consumer PET bottles in bottle-to-bottle applications is seen as least environmentally harmful. However, closed-loop systems are not widely implemented in Europe. Previous research mainly focuses on open-loop recycling systems and generally lacks discussion about the current German and Swedish systems and their challenges. Furthermore, previous studies lack theoretical and practical enhancements for bottle-to-bottle recycling from a managerial perspective. Purpose: The purpose of this study is to compare the PET bottle recycling systems in Germany and Sweden, analyse the main barriers and develop enhancements for closed-loop systems. Method: This qualitative study employs a case study strategy about the two cases of Germany and Sweden. In total, 14 semi-structured interviews are conducted with respondents from different industry sectors within the PET bottle recycling systems. The empirical data is categorised and then analysed by pattern matching with the developed theoretical framework. Conclusion: Due to the theoretical and practical commitment to closed-loop recycling, the Swedish PET bottle recycling system outperforms the Germany system. In Germany, bottle-to-bottle recycling is currently performed on a smaller scale without a unified system. The main barriers for bottle-to-bottle recycling are distinguished into (1) quality and material factors, (2) regulatory and legal factors, (3) economic and market factors and (4) factors influenced by consumers. The enhancements for the systems are (1) quality and material factors, (2) regulatory and legal factors, (3) recollection factors and (4) expanding factors. Lastly, the authors provide further recommendations, which are (1) a recycling content symbol on bottle labels, (2) a council for bottle quality in Germany, (3) a quality seal for the holistic systems, (4) a reduction of transportation in Sweden and (5) an increase of consumer awareness on PET bottle consumption.

Background: Opportunities for companies to interact with both each other and consumers expand drastically due to the everyday life that is getting more digital. Something that is important for businesses is loyalty. In order to gain loyalty from a customer, companies need to gain the customer’s trust first. Trust has a significant role when business is conducted, but since there is a larger distance in an online context where there is a lack of direct contact trust gets more vital. Purpose: The purpose of this study is to explain the impacts of antecedents on trust in an online B2B context. Hypotheses: H1: Ability has a positive impact on trust in an online B2B context H2: Benevolence has a positive impact on trust in an online B2B context H3: Internalised norms has a positive impact on trust in an online B2B context H4: Accountability has a positive impact on trust in an online B2B context Methodology: A quantitative research approach has been used and the empirical data has been collected through a questionnaire. Conclusion: The hypotheses are being rejected in the conclusion due to lack of significance in the relationship between the concept trust online and the concepts: ability, benevolence, internalised norms and accountability. Since there was no relation the conceptual model was rejected as well.

Background: Given the situation that todays’ companies establish deeper relationships with their clients, focusing on long- term collaboration and emphasis on mutual cooperation, the communication with the clients is increasingly based on one-to- one communication. Personal selling is described in literature as one tool of the communication mix. This tool of one-to one communication has become very important. Several companies spend 8-15% of their net sales on personal selling to communicate directly with their clients, supporting them in evaluating specific needs and thus be able to offer the right product. The B2B environment is highly complex in its various characteristics. In regards to personal selling, the characteristics of intercultural aspects, B2B Relationships and Relationship Marketing has been chosen. The usage of personal selling could improve B2B Relationships. Research Question: How companies use and manage personal selling to strengthen B2B relationships? What are the cultural differencesregarding to the country of operation? Purpose: The purpose of this master thesis is to identify how personal selling can influence and strengthen B2B relationships. In this evaluation, the authors like to examine the differences in personal selling management according to the country of operation. The objective is to arrive on implications for B2B companies, especially in the IT sector. Method: The study uses an inductive research approach. The target is to arrive on new insights whether personal selling improves business- to business relations. Within the qualitative research method four case- studies of B2B IT companies from Brazil and Sweden will be evaluated. Through semi- structured personal interviews primary data will be obtained from each company. Through the conduction of the interviews in two countries, the impact of cultural aspects will be evaluated simultaneously. Theoretical Framework: The study evaluates literature about Cultural Aspects, Relationship Marketing, B2B Marketing and Sales Management in order to gain knowledge in accordance to the thesis’ research topics. B2B Markets are characterized by its complexity. The study uses those B2B characteristics which are influences by personal selling. Findings & Conclusion: Through the evaluation of the case studies in two countries, it can be outlined that personal selling has a positive impact on the establishment of long-term business relation, increase market recognition and leads to mutual business cooperation with the customer, that is necessary for future business development and product development according to customer and market demands. Understanding hereby the cultural background of the client is evaluated as an advantage on the direct communication and establishment of business relation.It is thus suggested to focus on personal selling, while providing technical advance solutions that require a high demand on communication.