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The aim of this chapter is to investigate how B2B startups implement digital tools in their agile marketing strategies. By analyzing three case companies, the chapter focuses on (1) the role of digital tools in marketing campaigns; (2) the integration of these tools to optimize the decision-making process; (3) the adoption of digital tools for favoring the collaboration among teams; and, finally, (4) the emerging role of AI tools to optimize the agile marketing strategies of the analyzed new ventures.

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Leveraging Digital Tools In B2B Startups Agile Approach: A Multiple Case Study Analysis

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  • 发表日期：

    2025年

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  • Mirko Olivieri

摘要

The aim of this chapter is to investigate how B2B startups implement digital tools in their agile marketing strategies. By analyzing three case companies, the chapter focuses on (1) the role of digital tools in marketing campaigns; (2) the integration of these tools to optimize the decision-making process; (3) the adoption of digital tools for favoring the collaboration among teams; and, finally, (4) the emerging role of AI tools to optimize the agile marketing strategies of the analyzed new ventures.