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Authors
Advisor(s)
Abstract(s)
O relatório em questão foi elaborado como parte dos requisitos para a conclusão do
segundo ciclo de estudos do mestrado de Marketing Digital do Instituto Superior de
Contabilidade e Administração do Porto.
O estágio curricular foi iniciado na empresa E-goi, iniciando-se em 1 de fevereiro de
2024 e sendo finalizado no dia 30 de junho de 2024, totalizando 400 horas de
experiência profissional. O principal objetivo do estágio consiste em adquirir
conhecimento prático sobre as metodologias de inbound marketing na geração de leads,
além de compreender a complementaridade entre a estratégia de inbound marketing, a
jornada do cliente, realizar a segmentação e a monitorização de resultados.
Durante o período de estágio, foram realizadas atividades essenciais para impulsionar o
crescimento e a eficiência da empresa. Uma dessas atividades incluiu a identificação e
seleção cuidadosa de potenciais clientes, através da aplicação de estratégias e
ferramentas (isto está explicado nas atividades desenvolvidas, incluindo as ferramentas
utilizadas) específicas para encontrar leads qualificados, alinhados com os objetivos da
empresa. Além disso, foi conduzida uma análise detalhada dos concorrentes, explorando
as suas estratégias de Inbound Marketing, visando posicionar a empresa de forma mais
competitiva e identificar oportunidades de destaque. Adicionalmente, foram organizadas
reuniões estratégicas com potenciais clientes, nas quais as soluções da plataforma foram
apresentadas de forma convincente e profissional, estabelecendo assim relações sólidas
e construindo confiança para fechar negócios.
Como resultado direto dessas atividades, observou-se um aumento significativo nas
chamadas inbound, o que se traduziu num aumento correspondente no número de
reuniões realizadas. Essa maior atividade comercial, por sua vez, resultou num aumento
substancial no número de clientes que assinaram contrato com a empresa. Esse sucesso
demonstra a eficácia das estratégias implementadas e o impacto positivo do trabalho
realizado durante o estágio.
This report in question was prepared as part of the requirements for completing the second cycle of studies of the Master’s Degree in Digital Marketing at the Instituto Superior de Contabilidade e Administração do Porto. The curricular internship was carried by the company E-goi, which began on February 1st, 2024, and will end on June 30th, 2024, with a total of 400 hours in a work context. The main objetive of the internship is to acquire practical knowledge of inbound marketing methodologies in lead generation, as well as undersanding the complementary between the inbound marketing strategy, the customer journey, segmentation and monitoring results. During the internship period, essential activities were carried out to boost the company's growth and efficiency. One of these activities included the careful identification and selection of potential clients by applying specific strategies to find qualified leads in line with the company's objectives. In addition, a detailed analysis of competitors was conducted, exploring their Inbound strategies, with the aim of positioning the company more competitively and identifying opportunities to stand out. In addition, strategic meetings were organized with potential clients, in which the platform's solutions were presented in a convincing and professional manner, thus establishing solid relationships and building trust in order to close deals. As a direct result of these activities, there was a significant increase in inbound calls, which translated into a corresponding increase in the number of meetings held. This greater commercial activity, in turn, resulted in a substantial increase in the number of clients signing contracts with the company. This success demonstrates the effectiveness of the strategies implemented and the positive impact of the work carried out during the internship.
This report in question was prepared as part of the requirements for completing the second cycle of studies of the Master’s Degree in Digital Marketing at the Instituto Superior de Contabilidade e Administração do Porto. The curricular internship was carried by the company E-goi, which began on February 1st, 2024, and will end on June 30th, 2024, with a total of 400 hours in a work context. The main objetive of the internship is to acquire practical knowledge of inbound marketing methodologies in lead generation, as well as undersanding the complementary between the inbound marketing strategy, the customer journey, segmentation and monitoring results. During the internship period, essential activities were carried out to boost the company's growth and efficiency. One of these activities included the careful identification and selection of potential clients by applying specific strategies to find qualified leads in line with the company's objectives. In addition, a detailed analysis of competitors was conducted, exploring their Inbound strategies, with the aim of positioning the company more competitively and identifying opportunities to stand out. In addition, strategic meetings were organized with potential clients, in which the platform's solutions were presented in a convincing and professional manner, thus establishing solid relationships and building trust in order to close deals. As a direct result of these activities, there was a significant increase in inbound calls, which translated into a corresponding increase in the number of meetings held. This greater commercial activity, in turn, resulted in a substantial increase in the number of clients signing contracts with the company. This success demonstrates the effectiveness of the strategies implemented and the positive impact of the work carried out during the internship.
Description
Keywords
Inbound marketing Estratégias Leads Geração de leads Strategies Lead generation Leads