Does digital marketing improve the customer relations in a business-to-business (B2B) environment?

Does digital marketing improve the customer relations in a business-to-business (B2B) environment?

The dissertation is related to CRM and the newly social CRM. The aim of this primary research is to assess whether digital marketing improves the customer relations in a B2B business environment. This includes identifying the key elements of customer relations, retentions and the impact that a change in the marketing approach and methods might have. Which combinations of the marketing elements present the best approach, thus best enhances customer relations (CR). Roemer (2014) mentions the importance to carefully evaluate which customer a company wants to gain or retain, as customer loyalty might be costly.

The survey is related to a US business within the lighting wholesale industry that works through an independent (Rep) representative agency network.

A simple survey about the social media as follows is conducted for this MBA thesis.

How important are the following “Social Media” for contacts with manufacturers:
Skype
Linkedin
Facebook
Twitter
Xing
Instagram
Pinterest
Reditt
Youtube
E-Mail news letter

How important are the following “Point of Contact” with manufacturers:
Exhibitions
Visit from Sales Manager
Sales calls with Sales Manager
Sales Training
Printed Catalogs
Product Flyer

Does digital marketing improve the customer relations in a business-to-business (B2B) environment?