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Abstract(s)
Este estudo teve como objetivo desenvolver um plano estratégico de parcerias de marketing para a Thalox, uma start-up portuguesa no setor de Software as a Service (SaaS). O foco foi construir um framework que permitisse identificar, estabelecer e gerir colaborações que enriquecessem a proposta de valor do software e ampliassem significativamente o alcance de mercado, assegurando um crescimento sustentável.
Utilizando a metodologia de Investigação-Ação Insider, que promoveu a colaboração ativa entre investigadora-colaboradora e a empresa, exploraram-se as incertezas na aquisição e gestão de parcerias no contexto do marketing digital. Esta abordagem possibilitou uma adaptação contínua e reflexiva, proporcionando um entendimento mais profundo dos desafios enfrentados.
O trabalho incluiu uma análise detalhada da Thalox, abordando a sua história, produtos e uma análise SWOT que destacou as suas forças, fraquezas, oportunidades e ameaças. A revisão da literatura foi extensa, cobrindo tópicos como parcerias de marketing e gestão de relacionamentos com parceiros, fornecendo uma base teórica sólida que informou as decisões estratégicas da Thalox e identificou melhores práticas.
Foram desenvolvidos frameworks específicos para a identificação, seleção e gestão de parceiros, com ênfase em estratégias de integração e engajamento. Campanhas de marketing de conteúdo, como webinares e white papers, foram implementadas para promover a Thalox e aumentar a sua visibilidade no mercado. Os resultados mostraram que, apesar de feedbacks positivos, a empresa enfrentou limitações, como recursos financeiros reduzidos e a dificuldade em encontrar parceiros com audiências amplas.
O estudo concluiu que a implementação de um plano de parcerias robusto é crucial para o sucesso da Thalox e de start-ups no setor SaaS, destacando a importância da colaboração para um crescimento sustentável.
This study aimed to develop a strategic marketing partnership plan for Thalox, a portuguese startup in the Software as a Service (SaaS) sector. The focus was to build a framework that would allow the identification, establishment, and management of collaborations that would enrich the software's value proposition and significantly expand market reach, thereby ensuring sustainable growth. Utilizing the Insider action research methodology, which promoted active collaboration between researchers and the company, uncertainties in acquiring and managing partnerships in the digital marketing context were explored. This approach enabled continuous and reflective adaptation, providing a deeper understanding of the challenges faced. The work included a detailed analysis of Thalox, addressing its history, products, and a SWOT analysis that highlighted its strengths, weaknesses, opportunities, and threats. The literature review was extensive, covering topics such as marketing partnerships and partner relationship management, providing a solid theoretical foundation that informed Thalox’s strategic decisions and identified best practices. Specific frameworks were developed for identifying, selecting, and managing partners, with an emphasis on integration and engagement strategies. Content marketing campaigns, such as webinars and white papers, were implemented to promote Thalox and increase its visibility in the market. The results showed that, despite positive feedback, the company faced limitations such as reduced financial resources and difficulty in finding partners with large audiences. The study concluded that implementing a robust partnership plan is crucial for the success of Thalox and startups in the SaaS sector, highlighting the importance of collaboration for sustainable growth.
This study aimed to develop a strategic marketing partnership plan for Thalox, a portuguese startup in the Software as a Service (SaaS) sector. The focus was to build a framework that would allow the identification, establishment, and management of collaborations that would enrich the software's value proposition and significantly expand market reach, thereby ensuring sustainable growth. Utilizing the Insider action research methodology, which promoted active collaboration between researchers and the company, uncertainties in acquiring and managing partnerships in the digital marketing context were explored. This approach enabled continuous and reflective adaptation, providing a deeper understanding of the challenges faced. The work included a detailed analysis of Thalox, addressing its history, products, and a SWOT analysis that highlighted its strengths, weaknesses, opportunities, and threats. The literature review was extensive, covering topics such as marketing partnerships and partner relationship management, providing a solid theoretical foundation that informed Thalox’s strategic decisions and identified best practices. Specific frameworks were developed for identifying, selecting, and managing partners, with an emphasis on integration and engagement strategies. Content marketing campaigns, such as webinars and white papers, were implemented to promote Thalox and increase its visibility in the market. The results showed that, despite positive feedback, the company faced limitations such as reduced financial resources and difficulty in finding partners with large audiences. The study concluded that implementing a robust partnership plan is crucial for the success of Thalox and startups in the SaaS sector, highlighting the importance of collaboration for sustainable growth.
Description
Keywords
Software como serviço Parcerias de marketing Gerenciamento de relacionamento de parceiros Start-ups Software as a service Startups Marketing partnerships Partner relationship management