Inbound Marketing Maturity in the Logistics Sector: The Case Study of Barranquilla

Santamaria-Ruiz M.; Rivera Alvarado J.G.; García Jiménez M.G.; Pimienta Cotera M.J.; Díaz Díaz J.A. · Procedia Computer Science (2026) · DOI: 10.1016/j.procs.2026.04.150

Resumen

The objective is to analyze inbound marketing among companies operating in the logistics sector in Barranquilla, Colombia. A quantitative methodology with a descriptive and analytical scope was adopted to examine the phenomenon's behavior. The research design was based on statistical analysis, which enabled the measurement of variables associated with inbound marketing. The cluster analysis identified two distinct groups of companies based on their inbound marketing performance. Cluster 1 (n = 8) exhibited higher average scores across all funnel stages, particularly in Conversion (2.84) and Closing (2.19), indicating a more consolidated and structured implementation of inbound practices. In contrast, Cluster 2 (n = 5) showed markedly lower levels in all dimensions, especially in Conversion (1.70) and Retention (1.20), reflecting a less mature adoption of inbound strategies. These results highlight a clear segmentation between companies with advanced versus emerging inbound marketing capabilities.

Instituciones: Universidad Privada del Norte