Developing digital marketing to acquire new B2B customers

Abstract

The goal of the thesis is to create recommendations for B2B digital marketing develop-ment from the standpoint of customer acquisition for the case company Austrian Aerosol GmbH, which supplies RSL Fire aerosol fire suppression systems in Austria and oper-ates in the field of fire safety. Additionally, they offer consulting services as well as aero-sol fire suppression system installation and maintenance. The case company has no cur-rent digital marketing operations in place and therefore the recommendations are general as there is no current data to back up the findings.

The thesis is conducted using qualitative methods. Three semi-structured interviews are used to collect the primary data. The interviewees are chosen according to their profes-sional backgrounds. In order to understand the concept of B2B digital marketing and cus-tomer acquisition, secondary data is gathered from books and electronic sources such as websites and articles. The theoretical framework encompasses digital channels, tactics, and tools for B2B digital marketing that apply to the case company. Digital marketing is looked at from the point of view of B2B customer acquisition and the Austrian markets.

After the concept is introduced and primary data examined, recommendations for the case company are made utilizing the SOSTAC model. The recommended digital marketing tools include social media marketing, search engine optimization and advertising, email marketing, content marketing, and website marketing. The strategies will raise brand recognition and encourage more businesses to use Austrian Aerosol's services.

The results proved that digital marketing is imperative to have a successful business in today’s world. However, it is important to combine the traditional approach and digital methods, especially with customer acquisition due to Austrians prefer a personal ap-proach.