The Influence of Digital Content Marketing and Online Channels on B2B Funnels: Proposal of a Conceptual Framework

The objective of this study is to propose a theoretical framework that stimulates the joint analysis of the use of digital content marketing and online media in a business-to-business (B2B) marketing and sales funnel. The research was conceived from a general review of the key terms related to the subjects covered, in the Web of Science (WoS) database until February 2021. There was a scarcity of studies on digital content marketing and the three types of online, paid, owned, and earned media, combined with the business-to-business (B2B) segment. Based on this, a theoretical framework was proposed so that the themes could be studied together, as well as research propositions were elaborated. The proposed framework can collaborate with the development of studies on the subject in a more holistic way, in addition to enabling the evaluation of results that help marketing managers to better base their decisions about the allocation of resources in digital content marketing and online media.