The role of digital media in B2B marketing has gained traction with academics and practitioners in recent years. However, a comprehensive framework about the use and value of these media has not been developed, leaving B2B experts uncertain about their effectiveness. In fact, whether or not digital media can impact the business development and marketing processes to achieve higher performance remains vague. Additionally, there is a paucity of research related to the impact of different media towards the enhancement of processes and outcome of marketing to generate opportunities. To provide guidance for practitioners, we consider marketing processes in the global software industry by researching practitioner experiences. We develop an assessment tool to identify and align marketing processes and digital media. This research attempts to explore and explain how digital media impacts the B2B business development process cycle at the conjunction of marketing and sales. The research tests a conceptual model by means of a cross-sectional survey of more than 530 practitioners. Our novel framework provides several contributions to knowledge and practice, defining marketing-related processes, and determining a set of digital platforms. By acknowledging the perspectives of vendors, third-parties, and buyers in a simultaneous study, we ensure optimal alignment.

近年来，数字媒体在B2B营销中的作用吸引了学者和从业人员的注意。但是，尚未开发出有关这些媒体的使用和价值的全面框架，这使B2B专家不确定其有效性。实际上，数字媒体是否会影响业务发展和营销流程以实现更高的性能仍然很模糊。另外，缺乏与不同媒体对增强营销过程和结果以产生机会的影响有关的研究。为了给从业者提供指导，我们通过研究从业者的经验来考虑全球软件行业的营销流程。我们开发了一种评估工具，用于识别和调整营销流程和数字媒体。这项研究试图探索和解释数字媒体如何在营销和销售相结合的情况下影响B2B业务发展过程周期。该研究通过对530多名从业者进行的横断面调查来测试概念模型。我们新颖的框架为知识和实践，定义与营销相关的流程以及确定一组数字平台提供了多种帮助。通过在同步研究中确认供应商，第三方和买方的观点，我们确保了最佳的一致性。定义与营销相关的流程，并确定一组数字平台。通过在同步研究中确认供应商，第三方和买方的观点，我们确保了最佳的一致性。定义与营销相关的流程，并确定一组数字平台。通过在同步研究中确认供应商，第三方和买方的观点，我们确保了最佳的一致性。