Evaluating the Critical Success Factors of Marketing Automation Through Cross-Case Analysis and DEMATEL

This study investigates the critical success factors (CSFs) of marketing automation (MA) for business-to-business (B2B) IT companies. The research employs a distinctive approach combining qualitative and quantitative methods to study the cause–effect phenomena and ascertain the rank of the CSFs to address the lack of comprehensive research in the existing literature. Utilizing the technology acceptance model (TAM) and DeLone & McLean’s information system success model (D&M ISSM) as a theoretical framework, the study underscores the underexplored domain of MA in the B2B IT sector. Expert interviews and the decision-making trial and evaluation laboratory method (DEMATEL) are employed to understand and rank CSFs comprehensively. Methodological triangulation is applied to the findings of expert interviews and DEMATEL analysis to confirm the CSFs of MA. The study finds that “system integration,” “flexibility and adaptation,” “personalized information,” and “general satisfaction” are the highest-ranked CSFs for adopting MA among B2B IT firms. This study provides valuable insights for managers in B2B IT companies on the CSFs driving MA adoption and effectiveness, enabling them to make informed decisions and optimize their MA strategies.