Mr.

ABSTRACT Digital marketing changes the way companies sell their products. Managers of B2B companies are looking for answers how to deploy digital marketing strategies to boost their sales success. There is scarce research on most suitable online promotional techniques with regard to the B2B segment therefore this thesis should provide an additional view on the topic. The theoretical part aims to understand digital marketing, sales success and B2B specifics. The second part focuses on the following research questions: To understand the usage of online marketing strategies influence the success of B2B companies? What are the main goals that companies should strive to achieve in order to ensure success? What are key online marketing strategies for achieving the goals that lead to success? To understand the appropriate usage of online marketing ensure the success of B2B companies? A mixture of explorative and qualitative approach was used. The methodology for addressing the research questions varied from explaining key concepts, reviewing relevant literature and getting empirical interview data. The analysis is based on semi-structured interviews with marketing agency decision makers, marketing professionals, B2B marketing strategists and senior sales managers in the geographical region of Slovenia and Austria. Key contributions of the thesis can be summed up with the following facts: Majority strongly agrees that digital marketing positively affects the success of B2B companies, Referrals and content marketing positively affect the revenue of B2B companies, Income generation and customer value are the most important company goals, Good corporate website, social media and SEO are crucial, The biggest budget share is allocated to digital advertising