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Digital inbound marketing as an approach to scale up B2B sales

Sölve, Maja and Öjeling, Johanna (2017) MIO920
Production Management
Abstract
Although digital inbound marketing has been widely researched within B2C industries, very little academic research has been done on the subject within B2B sectors. With today’s rapid flow of information and constant change in buying behavior when purchasing consumer goods, B2B buyers are also demanding a simpler, more digitized approach of gathering information.
This master thesis focuses on identifying how digital inbound marketing can be used to scale up sales in a B2B company. The aim of the thesis is to understand and map out the relationship between the B2B selling process, the B2B buying process, and the use of digital inbound marketing methods and tactics, and use these relationships to understand which approach a small B2B company... (More)
Although digital inbound marketing has been widely researched within B2C industries, very little academic research has been done on the subject within B2B sectors. With today’s rapid flow of information and constant change in buying behavior when purchasing consumer goods, B2B buyers are also demanding a simpler, more digitized approach of gathering information.
This master thesis focuses on identifying how digital inbound marketing can be used to scale up sales in a B2B company. The aim of the thesis is to understand and map out the relationship between the B2B selling process, the B2B buying process, and the use of digital inbound marketing methods and tactics, and use these relationships to understand which approach a small B2B company in the software/software as a service (SaaS) industry should take when designing a digital inbound marketing strategy.
A literature review on the above mentioned topics was carried out and the relationship between the B2B selling and buying processes and various marketing methods and tactics was summarized in a theoretical framework. Combined with a best practice review, this was used to develop a digital inbound marketing (DIM) model for which strategic aspects to consider when designing a B2B digital inbound marketing strategy. The DIM model focuses on four important areas: knowing the customer, creating valuable content, sharing through relevant channels and evaluating to improve.
The DIM model was applied to the case company InfraSight Labs, a small growing IT startup in Malmö, Sweden, to demonstrate the model’s use and test its applicability. When applied at InfraSight Labs, the model was evolved to also include operational activities linked to each strategic aspect. The application of the new version of the DIM model generated a basis for sales and marketing recommendations and provided a possible outline for a digital inbound marketing strategy. It was concluded that the improved DIM model is generalizable and can be used to design a digital inbound marketing strategy as a foundation on which to base future operational marketing activities. (Less)
Please use this url to cite or link to this publication:
author
Sölve, Maja and Öjeling, Johanna
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
B2B branding, B2B buying process, B2B selling process, Content marketing, Digital marketing, Email marketing, Inbound marketing, Marketing automation, Mobile marketing, Search engine optimization, Social media marketing
other publication id
17/5572
language
English
id
8919513
date added to LUP
2017-06-28 13:16:40
date last changed
2017-06-28 13:16:40
@misc{8919513,
  abstract     = {Although digital inbound marketing has been widely researched within B2C industries, very little academic research has been done on the subject within B2B sectors. With today’s rapid flow of information and constant change in buying behavior when purchasing consumer goods, B2B buyers are also demanding a simpler, more digitized approach of gathering information.
This master thesis focuses on identifying how digital inbound marketing can be used to scale up sales in a B2B company. The aim of the thesis is to understand and map out the relationship between the B2B selling process, the B2B buying process, and the use of digital inbound marketing methods and tactics, and use these relationships to understand which approach a small B2B company in the software/software as a service (SaaS) industry should take when designing a digital inbound marketing strategy.
A literature review on the above mentioned topics was carried out and the relationship between the B2B selling and buying processes and various marketing methods and tactics was summarized in a theoretical framework. Combined with a best practice review, this was used to develop a digital inbound marketing (DIM) model for which strategic aspects to consider when designing a B2B digital inbound marketing strategy. The DIM model focuses on four important areas: knowing the customer, creating valuable content, sharing through relevant channels and evaluating to improve.
The DIM model was applied to the case company InfraSight Labs, a small growing IT startup in Malmö, Sweden, to demonstrate the model’s use and test its applicability. When applied at InfraSight Labs, the model was evolved to also include operational activities linked to each strategic aspect. The application of the new version of the DIM model generated a basis for sales and marketing recommendations and provided a possible outline for a digital inbound marketing strategy. It was concluded that the improved DIM model is generalizable and can be used to design a digital inbound marketing strategy as a foundation on which to base future operational marketing activities.},
  author       = {Sölve, Maja and Öjeling, Johanna},
  keyword      = {B2B branding,B2B buying process,B2B selling process,Content marketing,Digital marketing,Email marketing,Inbound marketing,Marketing automation,Mobile marketing,Search engine optimization,Social media marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Digital inbound marketing as an approach to scale up B2B sales},
  year         = {2017},
}