Abstract
As companies experience intense competition in rapidly changing global markets, more industrial companies are implementing strategic marketing methods as part of their competitive edge. This study looks at six main marketing methods (digital marketing integration; customer relationship management systems; brand building; B2B partnerships; innovation-based marketing; and green marketing) across different sized industrial organisations (i.e. large; medium; small). A mixed methods approach (including survey data from 180 firms and quantitative performance modelling) was used to determine which of these marketing methods produced the highest percentage of revenue increase in large (18.2%), medium (16.8%), and small companies. The growth of sustainability-oriented marketing has become increasingly important strategically, particularly for medium and small companies. In addition, a strong positive relationship (R
2
=0.71) was identified between the sustainability marketing index and the competitive advantage score. The results of this research suggest that multi-channel tailored marketing frameworks produce much greater results than single-channel strategies in creating sustainable growth. Practical recommendations are outlined for industrial marketers.