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EXPLORING INTERNATIONAL MARKETING ACTIVITIES FOR TECHNOLOGICAL
INDUSTRIAL PRODUCTS WITH A FOCUS ON AI-DRIVEN ACCOUNT-BASED
MARKETING FOR INTERNATIONAL CUSTOMER ACQUISITION
Tetyana Jørgensen, DBA -student, MSc IB
Alf Michael Fast, PhD, MSc BA
University College of Northern Denmark
Abstract
Introduction
Digitalization and the development of artificial intelligence (AI) have dramatically reshaped
international sales and marketing processes (Fischer et al., 2022; Moradi & Dass, 2022), particularly in
the realm of technological industrial products being marketed on the international BtB markets.
Digitalization has empowered buyers of technological industrial products to independently research
necessary product information pre-purchase, reducing their reliance on marketers (Keegan et al., 2022).
Simultaneously, account-based marketing (ABM) methodology, catalyzed by the development of AI,
re-emerged as a prevailing business-to-business (BtB) marketing methodology (Burgess & Munn, 2021;
Burgess & Shercliff, 2022).
This study explores the impact of digitalization on international marketing activities, focusing on the
implementation of AI and ABM methodology by small and medium-sized enterprises (SMEs) in the
heating, ventilation, and air-conditioning (HVAC) industry that operate on BtB markets. The focus is on
the experiences these companies face when effectively implementing AI and ABM to reach potential
buyers in international markets. The research gap lies in the limited understanding of how these SMEs
are navigating the transition from traditional, resource-intensive ABM to AI-driven approach. This study
specifically aims to address how these SMEs integrate AI-driven ABM to optimize the international
customer acquisition in increasingly digital global markets. By exploring the activities these companies
perform, and by assessing the effectiveness of AI and ABM in driving international sales and marketing
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success, this study contributes to a deeper understanding of the evolving role of digitalization in
international BtB marketing.
For technological industrial products, international marketing traditionally required extensive
international travel by their marketers. This involved participating in international exhibitions, arranging
reference visits, and conducting on-site product demonstrations, as these products often are complex
installations that need to be experienced. Digitalization has significantly transformed these practices
recently, a shift further accelerated by the COVID-19 pandemic. During that time, companies, unable to
travel, were compelled to not only adopt, but also implement and adapt digital technologies, in this case
AI and ABM, to effectively market their products and reach potential international customers.
Literature review
The existing literature highlights that digitalization has empowered buyers with unprecedented access
to information, enabling them to conduct extensive pre-purchase research independently (Pascucci et al.,
2023; Keegan et al., 2022) without involving marketers. Marketers have responded by adopting
customer-centric strategies that utilize AI for real-time data processing, automation, and tailoring of
solutions that align more closely with buyers' specific needs and operational frameworks (Golec,
Isaacson & Fewless, 2019; Wedel & Kannan, 2016). This transition requires innovative approaches not
only to engage potential international buyers, but also to ensure that AI-driven interactions provide value
in ways that complement buyers' needs (Järvinen & Taiminen, 2016).
The research gap
While existing literature acknowledges the transformative impact of AI on ABM methodology and
highlights the efficiency gains and cost reductions that AI integration can provide (Golec, Isaacson &
Fewless, 2019), there is a significant gap in empirical research specifically addressing how these changes
affect the international marketing practices of SMEs manufacturing technological industrial products.
Most studies have focused on broader implications of AI and ABM methodology without going deeper
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into the nuanced experiences of SMEs, particularly those navigating the complexities of marketing
technological industrial products on international markets.
This study aims to explore how these SMEs apply AI-driven ABM methodology to adapt to the demands
of informed international buyers who increasingly prefer digital interactions over in-person
engagements. The current literature has not adequately explored the challenges these SMEs face in
transitioning from traditional, resource-intensive ABM methods to innovative AI-driven activities,
particularly in aligning their marketing efforts with the specific information needs and operational
frameworks of diverse international customers. By addressing this gap, the study will provide valuable
insights into integration of AI in ABM methodology, focusing on its implications for international
customer acquisition in a rapidly digitalizing global marketplace.
Methodology
The study adopts a multiple case study approach (Yin, 2009; Creswell, 2022), exploring three companies
in international expansion. Using a qualitative, exploratory methodology (Stebbins, 2001), it employs
semi-structured interviews (Brinkmann & Kvale, 2009) and observational studies (Morgan et al., 2016)
to explore AI and ABM application in marketing activities. Triangulation, essential for validity in
qualitative research (Dubois & Gibbert, 2010), ensures convergence of data, findings, and methods,
particularly relevant in industrial marketing (Farquhar et al., 2020).
Findings
Findings reveal that buyers of technological industrial products, typically well-informed professionals.
These buyers inquire detailed technical information to assess how the product meets their needs, which
are influenced a. o. by regulations, total cost of ownership and compatibility with other products. As this
product will often function within a larger system, buyers consider how its performance affects the
overall efficiency and functionality of the entire system. Consequently, marketers must adopt data-
driven strategies that allow them to identify the necessary information and respond to buyer inquiries
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quickly and accurately. Timely responses are critical, as buyers may turn to competitors if they do not
receive the information they need.
Implications
This study highlights the necessity for international marketing activities to adapt in response to
technological advancements. Traditional broad lead generation methods are becoming inadequate in
addressing the complexity of buyer behavior and the demand for accessible information. By integrating
AI, marketers can implement targeted and responsive ABM activities that address the specific needs of
international customers in a timely manner. AI facilitates the analysis of potential buyers and their needs,
enabling marketers to deliver personalized, timely content.
Contribution
This study contributes to the theoretical understanding of how digitalization is reshaping buyer-marketer
interactions in international marketing. It explores how the integration of AI and ABM methodology
provides marketers with a competitive advantage in overcoming challenges in international markets.
Danish SMEs in the HVAC industry, for instance, often struggle to scale personalized marketing efforts
globally. By integrating AI for tailored interactions, these companies can respond swiftly to buyer needs.
Overall, the study explores the disruptive impact of digitalization and AI-driven ABM on international
marketing, giving insights into how manufacturers of technological industrial products can adapt and
thrive in an evolving landscape.
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