Capture, nurture and convert : a look at the inbound marketing strategies in the Lebanese advertising industry and their impact on conversion rates

Abstract

The goal of this thesis project is to investigate inbound marketing, which is one of the popular business themes today. Its goal is to analyze how this marketing technique has affected B2B buying and selling operations. The study emphasizes the significance of inbound methods by attempting to comprehend how the implementation of an effective inbound marketing strategy boosts the rate of sales. The research conducts a complete investigation of contemporary theories utilizing a qualitative inductive technique to analyze primary material in order to achieve its objectives. A key component of this study was interviewing subject-matter specialists. These specialists contributed crucial information about the topic under consideration, which enabled the researchers to complete the analysis necessary for this research. The goal was to comprehend how the adoption of an inbound approach affected business and how this impact resulted in a rise in revenue. The findings show that an inbound marketing strategy can be useful in attracting target users at the proper point in the purchasing journey, leading to a discernible increase in revenue when it is proven successful.