Inbound lead generation via website

Abstract

Research problem, objective and methods

The buyer changes the buying process which relies heavily on digital channels. Inbound methodology is the online customer-oriented approach which is able to pull the potential customer in, instead of chasing them. In detail, the Inbound lead generation is the process of attracting the active buyer in early stage of buying journey and converting them into prospect by some sorts of engagement

The purpose of this paper is to introduce the fundamental of Inbound methodology as well as the benchmarks of lead generation campaign in practice. The goal of the thesis is to help the target readers which are marketing manager, sales manager and business owner to change the mindset into customer-oriented approach (Inbound) and to understand the implementation process of lead generation campaign in practice. The theoretical part presents the Inbound lead generation concept in general. Then the qualitative research method is applied to gain the insight of concept based on the experiences of the experts and to develop the theory with more detail and practical information.

Finding and conclusions:

Inbound methodology is the value-added mindset applying for not only marketing but also sales and whole business. In order to have a successful lead generation campaign, it requires the sales and marketing alignment as well as the specific benchmarks in each stage of the campaign. However, the result of the lead generation is only the first stage of Inbound methodology. Therefore, the further research suggestion is the lead nurturing process to turn lead into paid customer.