Uman National University | today: 06/20/2025
| Author(s) |
Makushok, О.V., Candidate of Economics Sciences, , Uman National University of Horticulture, Ukraine Корман І. І., , , Semenda O. V., , , Uman National University of Horticulture |
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|---|---|---|---|
| Category | Economics | ||
| year | 2025 | issue | Випуск 106 Частина 2 |
| pages | 45-55 | index UDK | 658.8:339.138:004.77 | DOI | 10.32782/2415-8240-2025-106-2-45-55 (Link) |
| Abstract | This article explores strategic directions of digital transformation in B2B marketing under the influence of global digitalization and the full-scale war in Ukraine. These conditions have significantly altered the operational landscape for Ukrainian businesses, requiring new approaches to sustainability, adaptability, and competitiveness. Digital tools – previously seen as additional resources – have become vital for the continuation of business processes, customer communication, and global cooperation. The study is focused on identifying and evaluating digital strategies that facilitate the shift toward client-oriented B2B models. Emphasis is placed on technologies such as CRM, CDP, artificial intelligence (AI), big data analytics, and omnichannel communication systems, which play a critical role in personalizing customer experiences and improving marketing outcomes. The main goal is to substantiate the effectiveness of digital transformation strategies and define practical approaches for their implementation in the Ukrainian context. The authors set out to analyze structural elements of customer-centered models, measure performance indicators (conversion, retention, speed of decision-making), and recommend tools applicable under crisis and post-crisis conditions. The research methodology involves a comprehensive interdisciplinary approach combining structural-functional and comparative analysis, content synthesis of academic and industry reports (McKinsey, OECD, IT Ukraine Association), statistical generalization of national trends, and modeling of development paths. The empirical foundation includes analytics from Ukrainian platforms like KPMG, GigaCloud, and Vchasno. The results confirm that companies implementing personalization, AI-based analytics, and integrated platforms demonstrate stronger client retention (up to 35 %), increased conversion (up to 30 %), and improved agility. Even under wartime conditions, digital transformation enables resilience and competitiveness. The study concludes that systemic adoption of digital tools, combined with institutional support and digital skills development, will allow Ukrainian B2B enterprises to integrate effectively into the global digital economy. | ||
| Key words | digital transformation, B2B marketing, client orientation, big data analytics, artificial intelligence, CRM, personalization, CX, omnichannel, digital strategy | ||