CONSULTING ENGAGEMENT FOR A SOFTWARE ENGINEERING SERVICES COMPANY: TRANSITIONING FROM INBOUND LEAD GENERATION TO ACCOUNT-BASED MARKETING FOR ENHANCED B2B LEAD CONVERSION
| dc.contributor.author | Makarchuk, Roman | |
| dc.date.accessioned | 2025-04-04T13:17:50Z | |
| dc.date.available | 2025-04-04T13:17:50Z | |
| dc.date.issued | 2025 | |
| dc.description.abstract | This capstone project explores a consulting engagement with a software engineering services company aiming to transition from traditional inbound lead generation to a more strategic account-based marketing (ABM) approach. The company faced challenges with low-quality inbound leads and inconsistent B2B lead conversion rates, prompting the shift to ABM—a targeted strategy focusing on high-value accounts to improve engagement, alignment, and revenue outcomes. The consulting project involved three primary phases: problem statement and assessment, ABM implementation, results and observations. In the problem statement and assessment phase, existing inbound marketing efforts were evaluated, revealing misaligned targeting, lack of personalization, and weak sales-marketing collaboration. During the ABM implementation phase, the company’s Ideal Customer Profile (ICP) was refined, target accounts were identified, and a multi-channel ABM outreach plan was developed, including personalized content creation, stakeholder mapping, account-specific campaigns, and the integration of sales and marketing technologies. The results and observations phase focused on measuring and comparing performance metrices and drawing conclusions from the ABM approach adoption. Initial results demonstrated significant improvements in key performance indicators (KPIs) such as engagement rates, lead conversion, and pipeline processing efficiency. The ABM approach also better alignment between sales, marketing and presales teams, enabling more efficient resource allocation and higher deal closure rates. This project concludes that transitioning from inbound lead generation to ABM can significantly enhance B2B lead conversion for software engineering services companies. It highlights the importance of focusing on target accounts, building up stakeholder engagement, and cross-functional collaboration in achieving ABM success. Insights from this engagement provide a roadmap for other organizations considering a similar strategic shift to optimize their sales and marketing efforts. | |
| dc.identifier.citation | Makarchuk, Roman. (2025). CONSULTING ENGAGEMENT FOR A SOFTWARE ENGINEERING SERVICES COMPANY: TRANSITIONING FROM INBOUND LEAD GENERATION TO ACCOUNT-BASED MARKETING FOR ENHANCED B2B LEAD CONVERSION. Kyiv: American University Kyiv. | |
| dc.identifier.uri | https://er.auk.edu.ua/handle/234907866/135 | |
| dc.language.iso | en_US | |
| dc.publisher | Manuscript | |
| dc.subject | Consulting | |
| dc.subject | software engineering services company | |
| dc.title | CONSULTING ENGAGEMENT FOR A SOFTWARE ENGINEERING SERVICES COMPANY: TRANSITIONING FROM INBOUND LEAD GENERATION TO ACCOUNT-BASED MARKETING FOR ENHANCED B2B LEAD CONVERSION | |
| dc.title.alternative | КОНСАЛТИНГ ДЛЯ КОМПАНІЇ З ПОСЛУГ ПРОГРАМНОЇ ІНЖЕНЕРІЇ: ПЕРЕХІД ВІД ВХІДНОЇ ЛІДО-ГЕНЕРАЦІЇ ДО МАРКЕТИНГУ ЦІЛЬОВИХ КЛІЄНТІВ ЗАДЛЯ ПІДВИЩЕННЯ КОНВЕРСІЇ У B2B-ПРОДАЖАХ | |
| dc.type | Thesis |