Technology Acceptance Model in U.S. Extension: CRM Adoption

QUALITATIVE INVESTIGATION OF TAM

application. The findings also show that when the CRM was deployed, system administrators

had an easier time managing the various procedures carried out within the system, including the

promotional interface page, and transaction interface page. The results demonstrate that through

a proper organizational analysis, system flow diagrams can be developed to customize the CRM

system to the organization ’s needs .

Marketing Automation and Knowledge Creation

CRM systems have advanced marketing capabilities that help marketers and

communicators target communications and messages to intended audiences about products or

services tailored to individual customer needs. Järvinen and Taiminen (2016) examined the role

of marketing automation for B2B content marketing. The study highlights how the use of content

marketing has become widespread in the B2B sector, and this study concentrates on the

organizational processes that support content marketing related to B2B sales (Järvinen &

Taiminen, 2016). Additionally, the study states that one IT tool attracting more attention in the

B2B sector is marketing automation, including CRM technologies, to align marketing and sales

system interfaces, improve lead qualification, and target potential customers through

personalized content. A single case-study approach was selected for a company that was a large-

scale developer and manufacturer of industrial goods and services headquartered in Finland and

had exacted expertise in combining content marketing with marketing automation. Data

collection occurred through semi-structured interviews focused on the marketing philosophies of

the company, content marketing as a concept and strategy, marketing and sales processes, the use

of marketing automation, and alignment of marketing and sales efforts. The findings of this study

show that the use of marketing automation has a high impact on generating quality sales leads