Introduction

Business-to-business (B2B) commerce refers to commerce transactions between businesses. In B2B, marketing and sales are both indispensable steps.With the availability of novel forms of digital media and mobile devices, as well as cloud computing platforms, unprecedented amount of data is collected for and during the processes. However, for all the costs incurred in collecting, storing and managing this data, not much business value is realized. 

This workshop on data-driven B2B aims to promote discussions about potentials and challenges of big data in B2B marketing and sales.