graduate student
Despite the growing attention to assessing the digital maturity of companies, this indicator is mainly used statically as a criterion for forming the current portrait of the target audience and offering relevant services. This approach misses the opportunity to proactively manage the client's path and leads to a delay in commercial offers. There is a need for a methodology that allows predicting the dynamics of a client's digital development in order to offer marketing services that are next in complexity and value in a timely manner. The article substantiates the transition from static diagnostics to forecasting digital development based on the integration of two indicators: the digital maturity index (DMI), formed from operational data, and the Positioning Innovation Index (IIP), calculated by content analysis of the client's public communications. The implementation of the proposed approach allows telecommunications operators to offer relevant offers and increase the loyalty of B2B customers.
B2B marketing, telecommunications companies, Digital Maturity, development forecasting, proactive sales, predictive analytics, positioning innovation index, customer lifecycle management (CLM), Big Data
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