Portal de Periódicos da CAPES

O Impacto do Inbound Marketing na conversão de leads em oportunidades de vendas em um funil B2B ao longo do tempo

2023; Issue: 49 Linguagem: Inglês

10.21747/16463153/49a3

1647-9289

Cristiane Gontijo Araujo, Juliana Maria Magalh�ães Christino,

Business and Management Studies

This study aimed to prove if the practice of Inbound Marketing, anchored in the Digital Content Marketing strategy and its respective online media campaigns, influenced the stage change from a qualified lead to a sales opportunity in a B2B funnel over time. The data comprised the period between March 2018 and February 2020 and were analyzed using Cox Regression, as it is a suitable method for explaining the influence of independent variables on the occurrence of an event over time. Each conversion type was analyzed as an independent variable, considering top, middle, and bottom of funnel content and owned, earned, and paid media, in addition to imported lead. All variables impacted the analyzed funnel except for the variables conversion to mid-funnel contentand conversion via owned media. There is an expectation that this study will contribute to the understanding of this marketing practice, collaborating both from a theoretical perspective, especially B2B and Digital Marketing, through the results found andfrom a managerial perspective, with insights for a correct allocation of marketing resources.