Customer Acquisition Plan Based on Inbound Marketing Strategy
Vavilovs, Arturs (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052614750
https://urn.fi/URN:NBN:fi:amk-2023052614750
Tiivistelmä
The objective of this thesis was to develop a customer acquisition plan using an inbound marketing strategy. The case company WeFind Oy specializes in finding skilled workforce to serve industries such as construction, HoReCa, logistics, manufacturing, and IT. The case company has been in the market for four years, and currently, most of its focus has been on supplying talent for the biggest construction companies in Finland from Latvia. The company looks for new ways to improve its customer acquisition process.
To carry out the study, applied action research was used since it fits the business challenge and the goal of the study. The data for the current state analysis was collected using qualitative research methods. The data included several interviews with the case company´s stakeholders and analysis of internal documents conducted to better understand the current customer acquisition process. The interviews helped to analyze issues in the current customer acquisition process, and identify its strengths and weaknesses; in addition, a competitor analysis was also conducted.
The conceptual framework focused on the topics relevant to building a customer acquisition plan. The results from the current state analysis helped to understand that an inbound marketing methodology would make a good fit to address the case company´s problem, hence it was used to develop the conceptual framework of how to improve the customer acquisition process.
The outcome of the thesis is a customer acquisition plan that consists of seven elements or steps of applying the inbound marketing methodology. The plan includes the profile of the case company´s buyer persona, its journey map, the tools and channels needed to generate the leads, the budget, and the implementation plan with a timeframe. The proposal should help the company to improve its customer acquisition process and thus get access to a wider pool of talent.
To carry out the study, applied action research was used since it fits the business challenge and the goal of the study. The data for the current state analysis was collected using qualitative research methods. The data included several interviews with the case company´s stakeholders and analysis of internal documents conducted to better understand the current customer acquisition process. The interviews helped to analyze issues in the current customer acquisition process, and identify its strengths and weaknesses; in addition, a competitor analysis was also conducted.
The conceptual framework focused on the topics relevant to building a customer acquisition plan. The results from the current state analysis helped to understand that an inbound marketing methodology would make a good fit to address the case company´s problem, hence it was used to develop the conceptual framework of how to improve the customer acquisition process.
The outcome of the thesis is a customer acquisition plan that consists of seven elements or steps of applying the inbound marketing methodology. The plan includes the profile of the case company´s buyer persona, its journey map, the tools and channels needed to generate the leads, the budget, and the implementation plan with a timeframe. The proposal should help the company to improve its customer acquisition process and thus get access to a wider pool of talent.