Implementação de estratégias de outbound marketing em uma startup de cardápios digitais de Fortaleza: um estudo de caso

Abstract

The primary objective of this study is to implement an outbound marketing strategy in the examined company, ensuring its effectiveness in increasing client acquisition and generating positive results, with a specific goal of converting 10 leads into clients per month in a startup with a low average ticket. The research applied the SPIN Selling methodology and was characterized as exploratory and descriptive, with a qualitative approach.The results demonstrated a significant increase in the number of contracts, rising from 13 to 25 from the first to the second quarter, representing an approximate growth of 92%. This growth not only improved the conversion rate but also provided greater scaling opportunities, resulting in a substantial ROI. The analysis indicated that the most effective strategy for implementing outbound marketing was to focus exclusively on competitor "X," which allowed for high demand generation and leveraged easy access to these leads' contacts. However, the initial reliance on competitor "X" and the limitation of the analysis to a specific market segment were identified as research constraints, potentially limiting the generalization of the results. Future studies should broaden the analysis to include other competitors and sectors, as well as explore new methodologies to enhance outbound marketing strategies. This will enable the company to strengthen its competitiveness and improve effectiveness in prospecting.