DIGITAL TRANSFORMATION IN B2B MARKETING AT WIPRO

Abstract

This research examines the influence of digital transformation on B2B marketing, with a focus on Wipro. It underlines how innovative digital technologies are transforming the enterprise services sector, changing client interaction, marketing strategies, and value creation. The research investigates Wipro's use of data analytics, artificial intelligence, automation, cloud platforms, and digital ecosystems to provide personalized, insightdriven, and relationship-focused B2B marketing. It emphasizes the shift from transaction-focused traditional marketing to collaborative digital experiences that improve customer journeys, better manage prospects, and build stronger, long-term client connections. The research highlights the competitive advantage, scalability, and adaptability that Wipro's digital marketing tactics provide in worldwide B2B markets. It also addresses issues related to data integration, organizational change, and talent development.