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%.
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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: Kantola, J., Nazir, S., Salminen, V. (eds) Advances in Human Factors, Business Management and Leadership. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1209. Springer, Cham. https://doi.org/10.1007/978-3-030-50791-6_21
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DOI: https://doi.org/10.1007/978-3-030-50791-6_21
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