Business model to increase the profitability of a plastic products company using Digital Marketing and Lead Management

Mamani Mamani R.M.; Quilla Yapu E.J.; Ibañez C.R.; Rojas Garcia J.A.; Sifuentes C.T. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/leird2022.1.1.177

Resumen

Technological changes are constant and therefore trends are also updated, however, several small and medium-sized companies are facing the challenges of digital transformation. However, by 2020 about 50% of Peruvian companies only allocated 5% as budget for digital transformation, this because they were aware of the benefits of this transition. In that sense, we seek to develop a proposal for a business model to increase sales of medium and small companies in the manufacturing sector, specifically the manufacture of products with recycled plastic. This will be done through the integration of digital marketing and lead management so that companies in the sector can boost their commercial growth through digital marketing and reach new customers through lead management. Additionally, the focus will be on the company, since it fails to achieve its projected sales due to different factors. The following are some of these factors: poor B2B digital marketing strategy, poor lead conversion processes and no retention strategy for existing customers.

Instituciones: Universidad Peruana de Ciencias Aplicadas