Leveraging Digital Marketing for Enhanced Sales Performance: A Comprehensive Analysis of the Pre-Engineered Building Industry

Abstract

The Pre-Engineered Building (P. E. B.) industry has witnessed a significant evolution in marketing strategies, with digital marketing emerging as a crucial tool for reaching and engaging potential customers. This study investigates the impact of digital marketing on sales performance in the P.E.B sector, focusing on the adoption of digital marketing strategies, customer engagement through digital touchpoints, and the return on investment (ROI) of digital marketing initiatives. This research employs a mixed-methods approach, combining surveys, interviews, and data analysis to gain a comprehensive understanding of the phenomenon. The findings reveal that while the P. E. B. industry is gradually embracing digital marketing, many firms face challenges in fully leveraging its potential. (Bruce et al., 2023) This study highlights the correlation between specific digital marketing activities and sales outcomes, emphasizing the importance of tailoring strategies to the unique characteristics of P. E. B. sub-sectors. The results also underscore the role of digital content and social media in lead generation, nurturing, and building B2B relationships. The study contributes to the understanding of digital marketing in B2B contexts and provides valuable insights for industry practitioners and researchers.(Fatima et al., 2022; Sanbella et al., 2024; Sugiharto, 2024) The findings suggest that by investing in comprehensive digital marketing strategies, P.E.B companies can enhance their visibility, improve customer engagement, and ultimately drive sales performance in an increasingly digital-centric market.