APPLICATION OF INBOUND MARKETING IN THE B2B SPHERE: OPPORTUNITIES, IMPLEMENTATION PROCESS AND LIMITATIONS
Abstract
The purpose of the article is to study the possibilities of applying inbound marketing in the B2B sector. During the research, the following research methods were used: abstract-logical, systemic-structural, method of analogies, structured and unstructured observations. B2B marketing has traditionally received less attention from the scientific community, as there is a widespread belief that industrial markets are more conservative and stable compared to consumer markets. However, recently, the scale of changes in the business environment has led to significant changes in the nature of markets and marketing activities in the markets of consumer organizations. Therefore, the specifics of applying the inbound marketing approach, which is currently popular among marketers, in the B2B sphere remain poorly studied. This article identified the features of inbound marketing in the B2B sector. It was pointed out that B2B markets, where there were a large number of potential customers, were quite similar to consumer markets for high-value durable goods. Accordingly, marketing approaches from consumer markets could be more actively applied to them. The process of implementing inbound marketing was described. It was stressed that content creation in the B2B sphere may be difficult because the target audience had high expectations for content and difficulties competing for attention with fun and entertaining types of content. The main content distribution channels within this approach were also described (SEO, SMM, email and messengers, banner ads, third parties’ media resources). The possibilities of applying inbound marketing to work with the existing customer base were identified. The limitations of the application of this approach were analyzed and alternative approaches were indicated. In particular, it was stressed that using inbound marketing considered involving significant resources and couldn’t provide fast results. The results of the conducted research can be valuable for enterprises operating in the B2B sector for structuring marketing activities and increasing the effectiveness of marketing policy in the current turbulent economic conditions.
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