B2B Tech Startup Marketing and Cloud Computing: Utilization and Impact of Cloud Marketing Automation Software
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Date
2016-06
Authors
Smith, Simone
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
The proliferation of cloud computing has resulted in the development of
enterprise marketing platforms such as those offered by Salesforce, Oracle, IBM, Adobe
and Marketo. While the cloud computing industry continues to grow with projections
reaching $60 billion by 2020. the impact of enterprise marketing software has a
tremendous effect on business-to-business (B2B) technology startups. Rather than use
traditional marketing mediums such as television, magazine, and outdoor advertising,
companies are utilizing automated systems that combine search engine optimization,
search engine marketing. email campaigns, and sales. Through the examination of
published industry data and interviews with marketing executives at various tech
startups and cloud computing providers. this research provides insight on how B2B tech
startups are leveraging cloud computing and how cloud computing will disrupt
traditional marketing departments.
Description
98 pages. A thesis presented to the Department of Business Administration and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2016.
Keywords
Marketing, Business, Cloud computing, Marketing automation, Cloud marketing, B2B marketing, Tech startup