Digital content marketing stragtegy for B2B industrial manufacturing company to generate marketing leads

Abstract

The goal of this thesis is to generate digital content marketing strategy with designed customer journeys for B2B industrial manufacturer businesses. The result is customer journeys with various industry personas and adapted content types.

Theoretical background uses concepts and definitions from previous research, in order to provide knowledge and insight about the research objectives.

The empirical section of the thesis is conducted as a single-case study strategy, with both qualitative and quantitative methods. Qualitative method is organized as semi-structured thematic interview approach with commissioner company’s current partners. Quantitative method uses data from online presence of the commissioner company, such as website, social media channels.