Developing a digital marketing funnel for a B2B company
Chepurkina, Anna (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024060722064
https://urn.fi/URN:NBN:fi:amk-2024060722064
Tiivistelmä
This thesis work is executed as a research-based document for Company X, a technical consulting service provider operating in renewable energy industry. The main objective of the work is to investigate how to develop a digital marketing funnel by investing in social media presence development that is aimed to B2B clients.
To accomplish the purpose of the thesis, the author developed a specific sequence of stages. At the beginning, the author reviewed the main theories and concepts of digital marketing and social media to establish a base for the later research. Next, the analysis of current marketing activities of Company X was examined via discussions and access to internal materials, as well as the competitor's social media presence. The purpose of the examination was to accumulate insights of successful B2B practices in Twitter, LinkedIn and Facebook. The benchmarking was mainly accomplished via quantitative metrics and observations over the period of three months. Afterwards, the qualitative research was executed by analyzing successful B2B cases to examine the effective Social Selling techniques. The key research results were discussed next. At the end, the author recommended actions that can be implemented in developing social media strategy of Company X.
The results showed that Company X is present on social networking platforms. However, the case company has not fully utilized the advantage of these digital tools to increase its market share. Additionally, the author proposes several development ideas, as one of them is to conduct a customer research that could benefit the future marketing activities.
To accomplish the purpose of the thesis, the author developed a specific sequence of stages. At the beginning, the author reviewed the main theories and concepts of digital marketing and social media to establish a base for the later research. Next, the analysis of current marketing activities of Company X was examined via discussions and access to internal materials, as well as the competitor's social media presence. The purpose of the examination was to accumulate insights of successful B2B practices in Twitter, LinkedIn and Facebook. The benchmarking was mainly accomplished via quantitative metrics and observations over the period of three months. Afterwards, the qualitative research was executed by analyzing successful B2B cases to examine the effective Social Selling techniques. The key research results were discussed next. At the end, the author recommended actions that can be implemented in developing social media strategy of Company X.
The results showed that Company X is present on social networking platforms. However, the case company has not fully utilized the advantage of these digital tools to increase its market share. Additionally, the author proposes several development ideas, as one of them is to conduct a customer research that could benefit the future marketing activities.