OPEN DATA AND B2B MARKETING AS A MECHANISM OF BUSINESS RESILIENCE UNDER WARTIME UNCERTAINTY
Abstract
The relevance of the article is determined by the fact that wartime uncertainty has substantially changed the operating conditions of Ukrainian B2B companies: the cost of error has increased in selecting a segment, a client, a communication channel and sales priorities. Under conditions of a long sales cycle, unstable demand, business relocation, infrastructural risks and limited resources, evidence-based verification of segments, client potential and priorities within the sales funnel becomes particularly important. The purpose of the article is to substantiate open data and data-driven B2B marketing as a mechanism of business resilience that helps reduce uncertainty, assess the potential of target companies and adjust the sales funnel in a timely manner. The research methodology is based on a qualitative theoretical and analytical approach, secondary analysis of sectoral data on the Ukrainian marketing research market, content analysis of professional materials on open data, big data and telecommunications analytics, and theoretical synthesis of approaches to organisational resilience, dynamic capabilities, market orientation, marketing analytics, CRM and lead management in the B2B sphere. The study shows that open data give a B2B company a broader view of the market — as a business ecosystem with legal, sectoral, financial and behavioural characteristics that complement the history of contacts recorded in the CRM system. Open data help refine the ideal customer profile, verify the legal, financial and sectoral context of potential clients, form lists of target companies and reduce the risk of working with irrelevant segments. Big data and geoanalytics complement this view with the spatial and behavioural dynamics of demand, while the CRM system and business analytics connect the external business context with the history of interactions, the quality of potential clients and the state of the sales funnel. The article proposes a concept of data-driven B2B resilience that includes the identification of promising segments, verification of clients’ stability and business potential, prioritisation of target companies and resources, alignment between marketing and sales through a single source of reliable information, reduction of the cost of error and adaptive adjustment of the sales funnel. The practical value of the article lies in the fact that the proposed approach can be used by B2B companies to build more evidence-based segmentation, improve the quality of prospecting, enrich the CRM system with external context, synchronise marketing and sales, and maintain business controllability under conditions of wartime, economic and infrastructural instability.
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Wieland, D. A. C., Ivens, B. S., Kutschma, E., & Rauschnabel, P. A. (2024). Augmented and virtual reality in managing B2B customer experiences. Industrial Marketing Management, vol. 119, pp. 193–205.
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