Transformation of marketing communication strategies in the B2B segment: innovation management toolkit and behavioral aspects

Abstract

The purpose of the study is to analyze the transformational processes in marketing communication strategies within the B2B segment under the conditions of economic digitalization, as well as to identify mechanisms for integrating the principles of behavioral economics and innovation management to enhance the effectiveness of interaction between business entities. Methodology. The research methodology is based on the systematization of theoretical approaches to marketing communications, the analysis of current marketing trends, and the synthesis of best practices of B2B companies using a comparative analysis of traditional and digital interaction channels. Results. The results of the study include the identification of key directions for the transformation of communication strategies (from mass messaging to personalized data-driven multichannel interactions) and the substantiation of the role of artificial intelligence technologies, content marketing, and account-based marketing (ABM) in improving the performance of B2B communications. Additionally, a conceptual model for the formation of marketing communication policy has been substantiated, based on the synergy of innovative tools, AI, and the experience economy concept, which allows for the creation of added value and a memorable customer experience in negotiation processes. The importance of transitioning to evidence-based marketing and utilizing business-oriented metrics (MQL, SQL, ROI, LTV) to justify marketing budgets in the context of digital transformation is emphasized. Scientific novelty. The scientific novelty lies in the systematization of transformational changes in B2B marketing communications and the identification of the relationship between the level of an enterprise's digital maturity, the implementation of innovative management models, and the effectiveness of communication strategies in the context of irrational consumer behavior. Practical significance. The practical significance is determined by the possibility of applying the developed approaches to form an effective marketing communication policy for industrial enterprises and service companies, specifically for mitigating cognitive biases in B2B negotiations and improving strategies for promoting innovative products in the conditions of a war economy and the post-war recovery of Ukraine.