How CRM Mediates and Firm Size Moderates the Relationship between Digital Transformation and B2B Marketing Performance in the UK

Abstract

The purpose of this research is to examine the role played by CRM in moderating the link between digital conversion strategy and B2B Marketing outcomes among UK organizations and the role played by firm size in moderating this relationship. A literature review shows that digital transformation has undergone some changes in recent years, and its effects on the B2B marketing context need to be evaluated systematically. The analysis delves into the ways that CRM systems and business size play a mediating and moderating role in establishing digital capabilities that enhance customer interactions and marketing results. Furthermore, the theoretical framework of the study resorts to the RBV to develop the hypothesis that the firm size as an organizational context factor can define the relations between digital transformation, CRM, and B2B marketing performance. This research adopts a positivist research philosophy and a deductive research strategy. The survey data was sampled from 100 B2B firms in the United Kingdom. Descriptive statistics, reliability analysis, and regression analysis are the methods used to analyze the data and determine the existence of the hypothesized relations. To sum up, this study shows that digitalization increases B2B marketing effectiveness and that the CRM capabilities of the firm moderate this impact. Furthermore, the analysis confirms that firm size mediates the relationship between innovation types, digital transformation, and CRM, where large firms benefit more from synergies. The research adds value to the literature by offering data-driven insights into the dynamics of digital transformation, CRM, and organizational size in B2B marketing.