Inbound marketing in BtoB

In this section, I publish my final year thesis about inbound marketing in BtoB. My exact problem was: « How integrate an inbound marketing strategy in a BtoB company?« . My final document was a 54 pages report. It is available in Pdf format as I gave it to my school’ examiners in August 2014. I received the grade of 15 over 20 for this thesis, and I wanted to share it as it might help some companies.

 

You can access the Pdf file by clicking on the picture of the cover page of my thesis on the right side.

 

For the sake of the publication, I divided it into several webpages as following:

 

Introduction

1) Introduction

1.1) Example of inbound marketing from a customer point of view

1.2) Inbound vs Outbound marketing

Presentation and origins

2) Inbound marketing presentation

2.1) Origins

2.1.1) Permission marketing concept

2.1.2) Inbound marketing = Permission marketing + Internet

2.1.3) Definition and side concepts

Pattern and tools

2.2) Inbound marketing pattern and tools

2.2.1) Attract strangers

2.2.2) Convert onlookers

2.2.3) Close leads

2.2.4) Delight customers

Context and figures

2.3) Actual context

2.3.1) Figures

2.3.2) A BtoC pattern

2.3.3) BtoB specificities

Case studies

3) Inbound marketing in BtoB cases

3.1) Methodology

3.2) Case studies

3.2.1) Case 1: Foundery

3.2.2) Case 2: FreshBooks

3.2.3) Case 3: Maersk

3.2.4) Case 4: General Electric

3.2.5) Case 5: Dell (for Businesses)

Observations and analysis

3.3) Adaptation of the pattern

3.3.1) Global results of cases

3.3.2) Key success factors

3.3.3) Standard Vs Customized solution

3.3.4) Small companies Vs Large corporate

3.4) Consequences in the company

3.4.1) Human resources management

3.4.2) Sales process

3.4.3) Outbound marketing

3.4.4) Discussion

Conclusion

Conclusion