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BCS Data: From Analysis to Action - High-Impact Digital Marketing Strategies in the SaaS Market

Víctor Modesto González Pérez (Universidad de Málaga, Spain), Sebastian Molinillo (Universidad de Málaga, Spain), and Guillermo José Bermúdez González (Universidad de Málaga, Spain)
Copyright: © 2025 |Pages: 42
EISBN13: 9798337329321|DOI: 10.4018/979-8-3693-5395-0.ch001
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Abstract

This chapter analyses the case of bcs Data, an emerging company in the field of customer relationship management (CRM) and enterprise resource planning (ERP) software, operating under the Software as a Service (SaaS) model. It details the digital marketing strategies implemented by the company, including search engine optimisation (SEO), search engine marketing (SEM) and social media campaigns, to attract and convert leads. An examination is made of whether digital footprint and user experience (UX) analysis are moderating factors in conversion. It also analyses CRM and ERP management tactics that optimise customer retention. With its strategy, bcs Data achieved in its launch year of 2022 some 2,231 leads, 212 clients and revenue of 300,000 euros. Challenges such as competition and resistance to change are addressed, and innovative solutions are proposed to address these challenges; the importance of technological integration and data analytics is underlined for maintaining a competitive edge
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