This thesis was written as part of a Master of Science Degree in Strategic

Entrepreneurship for International Growth and International Marketing. Aligned with

the nature of the degree, this study aims to share useful insights to managers and

marketers whom are looking into innovating their business by adopting an inbound

strategy.

This thesis researches a modern topic within business: inbound marketing. It

aims to comprehend how the implementation of an effective inbound strategy drives

sales growth, by understanding the effects that inbound has over the B2B buying and

selling process. The study considers the newly presented changes within the European

general data protection regulation and emphasizes the relevance of an inbound

strategy. An in-depth study of existing theories and exploratory primary data was

conducted in order to attain these objectives. Due to restricted existence of scientific

theories within the topic, this study developed an original cohesive relationship model

integrating inbound marketing to the B2B buying and selling process. This model

served as a theoretical framework for the conduction of this research.

The exploratory research was characterized by interviewing a number of

experts within the field. Those experts provided indispensable insights regarding the

phenomenon in focus, which in combination with the theoretical framework allowed

for the completion of this study’s analysis. The focus was to understand the impact

that the implementation of an inbound strategy had over business and how such

impact led to an increase in sales.

The results indicate that when effectively implemented by suitable companies,

an inbound marketing strategy is relevant in acquiring potential customers at the right

stage of the buyer’s journey and therefore driving a noticeable increase in sales.