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Customer Education Strategy as a Driver of Moving Leads down the Sales Funnel

Student: Polina Zakharova

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

The specific characteristics of the B2B market, such as a long transaction cycle, participation of several stakeholders in decision-making, as well as a large check, contribute to the development of marketing relations between companies and their customers in such markets. One way to ensure a mutually beneficial and long relationship with its customers is customer education. Customer education is often used in the SaaS market, since the use of such products requires a certain level of knowledge and skills from the client. The aim of this work is to develop a customer education algorithm for a B2B Saas company. To do this, the study uses the interview method, building Customer Journey Map, and email campaigns testing. This work aims to finding a specific solution and substantiating its effectiveness, however, the results of the study and the recommendations made can be used by other companies operating in similar markets.

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