The challenges of B2B innovation: using marketing analytics to plan and implement a successful digital catalog adoption

Abstract

Purpose This study aims to demonstrate how marketing analytics can be used to identify the challenges a B2B company faced in the conversion from a hard-copy print catalog to a digital ordering system. Specifically, an empirical research approach identified the potential issues the company was likely to face in the digitalization of the company’s catalog. Design/methodology/approach Using the Qualtrics survey platform, a questionnaire was used to obtain a final sample of 332 customers (a 14.02% response rate) on a variety of issues related to the transition from the company’s current printed catalog to a digital catalog ordering system. A variety of data analysis procedures were used to gain insight and highlight potential issues in the move to a digital format. Findings A variety of potential stumbling blocks were identified that suggest the company should move forward with caution. The data analysis was used to suggest areas that needed to be emphasized in the rollout of the new digital ordering system. Research limitations/implications Like all marketing research, this application is limited by the methods used and the data generated by this study. Its implications suggest the potential use of marketing research before an important change in a B2B company’s marketing approach. Practical implications This paper provides an approach that can be used by firms considering a change to digitize key components of their marketing assets. Originality/value The research contributes to the B2B marketing literature by demonstrating how data-driven marketing analytics can be used to identify potential issues prior to the development of a new digital marketing approach used by B2B firms.