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
N1 - Publisher Copyright:
© 2020, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.
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 -