How to Leverage Digital Marketing in B2B: A Study on Italian SMEs During the Covid-19 Outbreak

In this study, we analyze the digitalmarketing tools activated by SMEs operating in B2B during the Covid-19 outbreak in the first half of 2020. Before the health emergency, SMEs used social and digital media in a limited way as compared to traditional tools, such as printed material and client visits. In order to understand how the pandemic changed the digital marketing strategies adopted in B2B, we conducted a study on nine Italian SMEs. We collected semi-structured interviews with key informants belonging to companies operating in different sectors. Findings suggest new relational approaches and opportunities based on digital marketing and they discuss the main objectives of the main digital tools adopted during the initial phase of the Covid-19 pandemic.