Unpacking digital transformation in B2B marketing: a comprehensive bibliometric analysis and TCCM based systematic literature review

Purpose – This study aims to present a systematic literature review (SLR) that consolidates fragmented scholarly knowledge on digital transformation (DT) in business to business (B2B) marketing by synthesizing existing literature into a cohesive narrative. It seeks to interpret how B2B firms navigate technological disruption while advancing an integrated understanding of the domain’s theoretical, contextual and methodological development. Design/methodology/approach – A domain-based systematic literature review (SLR) was conducted on 106 peer-reviewed papers published between 2016 and 2025, sourced from Scopus and Web of Science databases. This review was further enriched through a bibliometric analysis performed using R Studio and Biblioshiny. To enhance analytical rigor, the study used the theory, contexts, characteristics and methods (TCCM) framework, enabling a structured examination of prevailing theoretical foundations, sectoral and geographical contexts, empirical constructs including antecedents, mediators, moderators and outcomes and methodological orientations. Findings – This study formulates 12 research propositions that together offer a detailed and coherent overview of the digitalization landscape in B2B marketing. It presents an integrated framework that underscores the essential role of digitalization strategies and decision-making tools in shaping effective B2B marketing practices. In addition, the research identifies a range of strategic and tactical digitalization approaches that can help narrow the existing digitalization gap within B2B organizations. Finally, the study outlines a future research agenda, structured around the TCCM framework, to further advance scholarly inquiry and deepen understanding in the field of B2B marketing digitalization. Originality/value – To the best of the authors’ knowledge, this review represents the first effort to combine bibliometric techniques with the TCCM framework in examining digital transformation in B2B context. By offering a comprehensive and up-to-date overview of the field’s intellectual development, it provides valuable, actionable insights for both scholars and practitioners striving to advance more inclusive and effective transformation strategies. In doing so, the study strengthens theoretical understanding, advances methodological rigor and supports the evolution of strategic practice within B2B marketing.