Mémoire-projet

Abstract

In an increasingly digitized economic environment, small and medium-sized enterprises (SMEs) must adapt their marketing strategies to remain competitive and visible. This thesis explores the following research question: What digital marketing strategy should be implemented to increase visibility and client acquisition for a B2B SME in the IT sector? The case study focuses on Mercuris, a Belgian SME providing IT infrastructure, telecommunications, and digital services to professional clients. Grounded in a comprehensive literature review, the study highlights the relevance of inbound marketing strategies and digital tools such as content marketing, SEO, social media (particularly LinkedIn), and email automation. These levers, when deployed coherently and aligned with the customer journey, can significantly improve lead generation and brand recognition, even in resource-constrained environments. The research methodology combines a competitive LinkedIn benchmark of five Walloon SMEs with a qualitative case study based on active participation in the implementation of Mercuris digital strategy. The findings show that, despite an initially low digital marketing maturity, structured efforts on LinkedIn led to increased visibility and the emergence of qualified leads. However, challenges remain, including time constraints, the lack of automation, and the need for stronger performance monitoring. The thesis concludes with strategic and operational recommendations tailored to SMEs, emphasizing a realistic and progressive approach. It underscores the importance of integrating digital practices into the broader commercial vision of SMEs to foster sustainable growth in a competitive B2B environment.