Nowadays, companies are constantly struggling to gain and retain customer's attention due to the boisterous and information-packed environment we inhabit. B2B companies with long and complex sales processes often face many difficulties when communicating and effectively reaching out to potential markets. Consumers are tired of the conventional approaches to marketing featuring unengaging ads and boring newsletters. Attention is starting to shift towards brands that understand this and strive to build empathetic relationships with customers.

Inbound marketing has been positioning as one of the most influential and profitable marketing approaches to answer the status-quo requirements of the last decade. Instead of typical techniques that aim to disturb and get the audience attention by any means necessary, inbound taps into the natural human instinct of curiosity and knowledge to engage in sales processes that focus on providing the lead with the needed information in a delightful experience.

The thesis is divided into four project tasks. The first will introduce the project and provide a general overview of the commissioning company. Secondly, we will study Company X's products, pain points, and market. We will then analyze inbound marketing and its principles to recognize how it fits into Company X's business model. Finally, in the last chapter, we will present an inbound marketing strategy tailored for Company X's needs and resources.

The strategy presents models, schemes, and schedules that exemplify the inbound methodology (attract, engage, close, and delight) to ensure that the company creates an interconnected marketing and sales process that helps customers make informed and smart decisions while having insightful and pleasant interactions with the brand. Even though its general principles might apply to different companies, it focuses on helping Company X improve its marketing and communications and grow its revenue by creating value for its audience.

The completion of this project resulted in a practical inbound marketing strategy highly tailored to the commissioning company that leverages one of the deepest human desires, recognition. By understanding this principle, marketing professionals will be able to create massive results. We encourage brands to use this principle responsibly and now, more than ever, to acknowledge their power of influence and strive to create beneficial impacts in society.