Abstract

GARCIA MENDOZA, Carmen; KISHIMOTO PINILLOS, Luis  and  MACARACHVILI, Andrés. Inbound marketing as a strategic approach in the context of technological start-ups aimed at businesses. Universidad y Sociedad [online]. 2021, vol.13, n.5, pp. 526-533.  Epub Oct 02, 2021. ISSN 2218-3620.

This article discusses the adoption of the Inbound Marketing approach by technology startups dedicated to providing B2B services. In order to develop this topic, a discussion regarding the concept of marketing, and its evolution over the years and how it is adaptable to different contexts, emphasizing the startup ecosystem is presented. Technological trends that affect or have an impact on marketing are developed, finding three trends: machine learning, artificial intelligence and big data. Second, authors address marketing from a digital context considering the Inbound Marketing approach, based on how it develops its process, advantages and the main tools it uses. Third, a discussion begins on how digital marketing is approached within the context of B2B startups and how Inbound Marketing represents an opportunity for this type of organization.

Keywords : Marketing; digital marketing; inbound marketing; B2B; startups; services.

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