B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs

Erika Galvez-Torres; Milagros Cruz-Alfaro; Carlos Cespedes-Blanco; Carlos Raymundo; Nestor Mamani-Macedo; Francisco Dominguez

doi:10.1007/978-3-030-50791-6_21

B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs

Erika Galvez-Torres
, Milagros Cruz-Alfaro
, Carlos Cespedes-Blanco
, Carlos Raymundo
, Nestor Mamani-Macedo
, Francisco Dominguez

Faculty of Engineering

Universidad Peruana de Ciencias Aplicadas
Universidad Rey Juan Carlos

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

It has been found that the main causes of insufficient sales of different small and medium-sized enterprises (SMEs) is the low conversion rate of quotes into sales, which entails poor business performance and low economic impact. Therefore, a marketing methodology called inbound marketing is planned, which is modified and adapted to the case study. In contrast, tools such as ABC classification, workflow, and inbound marketing have been used as a structure of the proposed methodology to solve the problem. The implementation of this methodology resulted in an increased efficiency of quote development and an enhanced performance ratio thereof. In conclusion, it is possible to measure the financial impact of the methodology implementation which has been beneficial for the company under study. Business performance in the last month of implementation improved by 10%.

Original language	English
Title of host publication	Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership
Editors	Jussi Ilari Kantola, Salman Nazir, Vesa Salminen
Publisher	Springer
Pages	167-173
Number of pages	7
ISBN (Print)	9783030507909
DOIs	https://doi.org/10.1007/978-3-030-50791-6_21
State	Published - 2020
Event	AHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020 - San Diego, United States Duration: 16 Jul 2020 → 20 Jul 2020

Publication series

Name	Advances in Intelligent Systems and Computing
Volume	1209 AISC
ISSN (Print)	2194-5357
ISSN (Electronic)	2194-5365

Conference

Conference	AHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020
Country/Territory	United States
City	San Diego
Period	16/07/20 → 20/07/20

Keywords

ABC classification
B2B marketing
Inbound marketing
Inventory
Quote
Sales
Sales funnel
Time management
Workflow

Access to Document

10.1007/978-3-030-50791-6_21

Cite this

Galvez-Torres, E., Cruz-Alfaro, M., Cespedes-Blanco, C., Raymundo, C., Mamani-Macedo, N., & Dominguez, F. (2020). B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs. In J. I. Kantola, S. Nazir, & V. Salminen (Eds.), Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership (pp. 167-173). (Advances in Intelligent Systems and Computing; Vol. 1209 AISC). Springer. https://doi.org/10.1007/978-3-030-50791-6_21

Galvez-Torres, Erika ; Cruz-Alfaro, Milagros ; Cespedes-Blanco, Carlos et al. / B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs. Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership. editor / Jussi Ilari Kantola ; Salman Nazir ; Vesa Salminen. Springer, 2020. pp. 167-173 (Advances in Intelligent Systems and Computing).

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title = "B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs",

abstract = "It has been found that the main causes of insufficient sales of different small and medium-sized enterprises (SMEs) is the low conversion rate of quotes into sales, which entails poor business performance and low economic impact. Therefore, a marketing methodology called inbound marketing is planned, which is modified and adapted to the case study. In contrast, tools such as ABC classification, workflow, and inbound marketing have been used as a structure of the proposed methodology to solve the problem. The implementation of this methodology resulted in an increased efficiency of quote development and an enhanced performance ratio thereof. In conclusion, it is possible to measure the financial impact of the methodology implementation which has been beneficial for the company under study. Business performance in the last month of implementation improved by 10\%.",

keywords = "ABC classification, B2B marketing, Inbound marketing, Inventory, Quote, Sales, Sales funnel, Time management, Workflow",

author = "Erika Galvez-Torres and Milagros Cruz-Alfaro and Carlos Cespedes-Blanco and Carlos Raymundo and Nestor Mamani-Macedo and Francisco Dominguez",

note = "Publisher Copyright: {\textcopyright} 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.; AHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020 ; Conference date: 16-07-2020 Through 20-07-2020",

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Galvez-Torres, E, Cruz-Alfaro, M, Cespedes-Blanco, C , Raymundo, C, Mamani-Macedo, N & Dominguez, F 2020, B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs. in JI Kantola, S Nazir & V Salminen (eds), Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership. Advances in Intelligent Systems and Computing, vol. 1209 AISC, Springer, pp. 167-173, AHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020, San Diego, United States, 16/07/20. https://doi.org/10.1007/978-3-030-50791-6_21

B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs. / Galvez-Torres, Erika; Cruz-Alfaro, Milagros; Cespedes-Blanco, Carlos et al.
Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership. ed. / Jussi Ilari Kantola; Salman Nazir; Vesa Salminen. Springer, 2020. p. 167-173 (Advances in Intelligent Systems and Computing; Vol. 1209 AISC).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs

AU - Galvez-Torres, Erika

AU - Cruz-Alfaro, Milagros

AU - Cespedes-Blanco, Carlos

AU - Raymundo, Carlos

AU - Mamani-Macedo, Nestor

AU - Dominguez, Francisco

PY - 2020

Y1 - 2020

N2 - It has been found that the main causes of insufficient sales of different small and medium-sized enterprises (SMEs) is the low conversion rate of quotes into sales, which entails poor business performance and low economic impact. Therefore, a marketing methodology called inbound marketing is planned, which is modified and adapted to the case study. In contrast, tools such as ABC classification, workflow, and inbound marketing have been used as a structure of the proposed methodology to solve the problem. The implementation of this methodology resulted in an increased efficiency of quote development and an enhanced performance ratio thereof. In conclusion, it is possible to measure the financial impact of the methodology implementation which has been beneficial for the company under study. Business performance in the last month of implementation improved by 10%.

AB - It has been found that the main causes of insufficient sales of different small and medium-sized enterprises (SMEs) is the low conversion rate of quotes into sales, which entails poor business performance and low economic impact. Therefore, a marketing methodology called inbound marketing is planned, which is modified and adapted to the case study. In contrast, tools such as ABC classification, workflow, and inbound marketing have been used as a structure of the proposed methodology to solve the problem. The implementation of this methodology resulted in an increased efficiency of quote development and an enhanced performance ratio thereof. In conclusion, it is possible to measure the financial impact of the methodology implementation which has been beneficial for the company under study. Business performance in the last month of implementation improved by 10%.

KW - ABC classification

KW - B2B marketing

KW - Inbound marketing

KW - Inventory

KW - Quote

KW - Sales

KW - Sales funnel

KW - Time management

KW - Workflow

UR - https://www.scopus.com/pages/publications/85088225212

U2 - 10.1007/978-3-030-50791-6_21

DO - 10.1007/978-3-030-50791-6_21

M3 - Contribución a la conferencia

AN - SCOPUS:85088225212

SN - 9783030507909

T3 - Advances in Intelligent Systems and Computing

SP - 167

EP - 173

BT - Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership

A2 - Kantola, Jussi Ilari

A2 - Nazir, Salman

A2 - Salminen, Vesa

PB - Springer

T2 - AHFE Virtual Conference on Human Factors, Business Management and Society, and the International Conference on Management and Leadership, 2020

Y2 - 16 July 2020 through 20 July 2020

ER -

Galvez-Torres E, Cruz-Alfaro M, Cespedes-Blanco C , Raymundo C, Mamani-Macedo N, Dominguez F. B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs. In Kantola JI, Nazir S, Salminen V, editors, Advances in Human Factors, Business Management and Leadership - Proceedings of the AHFE 2020 Virtual Conferences on Human Factors, Business Management and Society, and Human Factors in Management and Leadership. Springer. 2020. p. 167-173. (Advances in Intelligent Systems and Computing). doi: 10.1007/978-3-030-50791-6_21

B2B Marketing Method Adapted to Sales Improvement Through the Implementation of ABC Classification Tool and Inbound Marketing in SMEs

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