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Linkedin as a marketing tool for lead generation in b2b organizations : defining a strategy for Pegasus consultancy
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In a world where Information Technology keeps evolving and companies need to be continuously learning, new services such as IT Professional Services have begun to flourish. Small and medium-sized firms are starting to win over large corporations in what can be considered a deeply fragmented market. It is as one of these firms that Pegasus Consultancy (hereafter: Pegasus), specialized in training, sales enablement, consultancy and office automation, works to stand out to and gain awareness. However, factors such as the company’s reduced dimension, lack of available budget and a generally perceived discredit on marketing’s efficiency lead to a concerning absence of the necessary marketing expertise to grow as an industry leader.
This project, based on a short-term internship, emerges as a first attempt to tackle this issue, providing Pegasus with a well-defined social media strategy. Taking into consideration how crucial it is for business growth to generate leads and how LinkedIn is seen as the most effective social platform to achieve it, the project focused on these two elements: lead generation and LinkedIn.
Referring to the SOSTAC model built by Smith (2017), and to other works of reference in the marketing field that complemented Smith’s theory, the way Pegasus interacts with LinkedIn as a leads’ provider is analyzed and put into perspective with what authors consider to be its optimized use. The comparison demonstrates that the company is aware of how to benefit from the platform’s search possibilities, using it frequently to find prospects and new partners. Nonetheless, Pegasus does not enjoy LinkedIn’s full functionalities when it comes to directly generating leads, extending awareness, creating engagement with audiences and driving traffic towards its website.
A strategy was consequently outlined to optimize the use of the platform, with objectives that focus on improving the performance of the elements described above, a target that aligns with the company’s business needs and a set of tactics, which, through multiple actions that will be monitored over time, assure that progressive results will be accomplished.
Overall, the project’s intent is to guide Pegasus on its first contact with a structured marketing approach, demonstrating how valuable LinkedIn can be as a direct and indirect source of engaged customers. Hopefully, a new mentality that is more embracing of marketing efforts and assigns greater value to social media will arise, not only with Pegasus but also with companies of similar characteristics, which might refer to this study in the future.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Information Technology LinkedIn Lead Generation Business-to-Business Strategy