Juho-Petteri Huhtala is Postdoctoral Researcher at the Department of Marketing. Juho-Petteri Huhtala is Doctor of Science (Economics and Business Administration), Aalto-yliopisto. Bachelor of Science (Economics and Business Administration), Business Economics, Aalto-yliopisto, Kauppakorkeakoulu. He holds a Master of Science (Economics and Business Administration), Business Economics, Aalto-yliopisto, Kauppakorkeakoulu.

In 2017, Aalto University School of Business and the School of Science have launched a joint research project to research the impacts of content marketing on the behaviour of Business-to-Business (B2B) decision-making. The project examines different stages of the content marketing purchasing path and aims to forecast the behaviour by mechanical means. The research project was initiated by marketing technology company Natify. The company was looking for research expertise for a project aiming to learn how target group behaviour can be predicted in a B2B environment by using machine learning. The project focuses on improving the effectiveness of content activation of potential B2B customers using digital contents. Content activation occurs when content gets the attention of the B2B customer and the customer feels that the content is of crucial importance at that particular moment. In addition to Natify, companies involved in the project are Liana Technologies, Tulos Helsinki and Calcus.com.