Mémoire-projet

Abstract

This thesis explores the development of a B2B acquisition strategy aimed at expanding the customer base of a recently launched SaaS product, specifically FleetDrive, a fleet management software developed by I-Pulses. The research is anchored in the challenges and opportunities faced by I-Pulses in the highly competitive B2B SaaS market, where effective acquisition strategies are crucial for the company’s success. Founded in 2018, I-Pulses recently expanded its product portfolio with FleetDrive, a SaaS solution designed for companies that manage internal vehicle fleets or provide fleet management services to third parties. Although this product shows strong potential, the absence of a solid acquisition strategy has hindered sales, raising concerns about the quick return on investment and the long-term viability of the solution. This thesis addresses the need to develop an acquisition strategy capable of attracting prospects and converting them into clients, thereby ensuring the product’s success in the market. The primary objective of this research is to deepen the understanding of best practices in B2B SaaS acquisition strategies. By relying on theoretical frameworks and existing literature, the thesis aims to identify the most effective approaches tailored to the specific market conditions and customer segments targeted by I-Pulses. The ultimate goal is to provide strategic recommendations aligned with the company’s business objectives, the characteristics of the target audience, and market dynamics, thereby optimizing the acquisition process for FleetDrive. The research methodology combines an exhaustive review of existing literature with a qualitative study, which collected valuable data through interviews with various digital strategy experts. The results show that the success of FleetDrive depends on a well-defined acquisition strategy that integrates various marketing channels, such as paid search (SEA), organic search (SEO), and content creation, among others. The thesis suggests a precise action plan to attract and retain customers. In conclusion, this research provides I-Pulses with a strategic framework to improve its acquisition efforts for FleetDrive. By implementing the recommended strategies, the company can strengthen its market presence, attract and retain more customers, and ensure a satisfactory return on investment for this SaaS product. The insights gained from this study are not only valuable for I-Pulses but also offer broader implications for other companies in the B2B SaaS sector.