Push Less, Pull More: Inbound Marketing in B2B relations

Amandip Kaur

Student thesis: Master thesis

Abstract

Due to the era of digitalization, the internet functions as a tool for mass communication. Therefore, informations flows are available on the internet in vast quantities. Due to the vast availability of information flows, the marketing culture in the business market has undergone a significant change since the 20th century. Today the internet functions as a digital marketing platform, because of digitalization, and today the buyer has an ideal possibility of making thorough research in the buying process, which is due to the availability of information flows on the internet. This has resulted in a change of paradigm in the 21st century, where focus has gone from sellers initiative to buyer’s initiative. Today the decision maker has access to many kinds of services, media and messages than ever before, which is why inbound marketing strategies has emerged. Inbound marketing strategies aims to attract customers through content and interactions, which are relevant and helpful, not interruptive (Hubspot, 2017). Therefore, inbound marketing aims to relieve the information seeking process for the potential customer. Inbound marketing strategies opens many new approaches towards designing and creating a marketing strategy, however it fundamentally aims towards getting a potential customer through the buying funnel. The emergence of inbound marketing is a result of a shift in the existing marketing paradigm, which is why it is a field area that is relatively unexamined. However, it is a growing field area, and inbound marketing strategies can undoubtedly help companies and businesses achieve success, if thoroughly designed and developed. Inbound marketing contains a lot of potential, and can function as an effective marketing strategy. However, a need oriented and innovative approach towards implementation of an inbound marketing strategy is vital for achieving a successful marketing strategy. Understanding customer needs and buyer behavior are also essential success criteria’s for inbound marketing. Common for businesses achieving success implementing inbound marketing strategies, are in depth customer understanding, need oriented and innovative marketing approach. Inbound marketing is applicable for any given company, however not every company can achieve success implementing inbound marketing strategies. Inbound marketing strategies are typically well 4 suited for businesses operating with complex products or services, where extensive information’s search is needed. Inbound marketing strategies are typically relevant for industrial businesses, financial institutions and insurance companies. Implementation of qualified inbound marketing strategies will contribute to businesses achieving success in their nearby future. Small and middle scale businesses should reconsider current outbound strategies, and recognize the potential, effectiveness and profitability of inbound marketing strategies. Inbound marketing strategies will win further ground in the nearby future, and will be more much more widespread and common within the Danish B2B market.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2017
Number of pages64