Inbound Marketing como estratégia de comunicação no segmento B2B

: o caso da PRIMAVERA

Abstract

The growing number of digital channel options, combined with a new consumer paradigm, which has evolved with information accessibility and communication agility, results in a need for the evolution of marketing strategies as well. In this way, new approaches that put the consumer at the center of all actions have been adopted. A new era emerges, in which marketing ceases to be focused only on the product and becomes focused, essentially, on the customer's needs. It is in the scope of this process that Inbound Marketing emerges as a response to a consumer who increasingly assumes control of the marketing process, actively seeking information that he considers useful. For this reason, and during the course of a curricular internship at PRIMAVERA Business Software Solutions, a technology company specialized in the development of management software, we sought to develop a study on the impact of Inbound Marketing and brand communication strategies in attracting and retaining customers., in order to understand how a solid management of communication methods and techniques promote an effective differentiation in the development of the relationship with consumers. To this end, a specific campaign, “Being an Entrepreneur”, developed within the scope of one of PRIMAVERA's products, Jasmin Software, was analyzed in order to explore the brand's communication strategies and the results indicate that there was, effectively, a positive interaction as a result of the developed actions.

Date of Award	2020
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Clarisse Pessôa (Supervisor)