Mémoire-projet

Abstract

This thesis project explores the potential for implementing an inbound marketing strategy within the Pest Control Operator (PCO) Business Unit of Armosa Belgium. While the company enjoys a strong reputation in its sector and holds a dominant market position, it has yet to develop a structured digital marketing approach. This project stemmed from the observation that, unlike its competitors, Armosa does not fully leverage its online presence to support client retention and business growth. The first section presents a theoretical framework outlining the key principles of inbound marketing, with a focus on B2B practices, digital communication tools, and the importance of aligning marketing efforts with evolving buyer behavior. My aim was to evaluate whether—and how—these strategies could be meaningfully applied within Armosa’s specific context. The empirical research involved qualitative interviews with professionals who had implemented inbound strategies, a competitive benchmark, and a focus group conducted with current Armosa clients. These combined insights revealed several converging trends: the need for a strong online presence, the importance of generating useful and long-lasting content, and the complementary role of inbound and outbound marketing in a coherent strategy. The focus group provided clear feedback from clients: they expressed a need for easier access to relevant information, better visibility of upcoming training sessions, and content that reflects field conditions and seasonal variations. These findings helped me define a set of realistic and priority actions based on the company’s current resources and organization. As a result, I propose a phased roadmap that includes short-term recommendations such as launching a monthly newsletter, improving coordination between marketing and sales teams, strengthening LinkedIn and Facebook presence with a clear editorial strategy, and preparing content via the current blog—establishing an editorial routine that will later support the redesigned website. These actions primarily aim to foster client loyalty and increase the value derived from the existing customer base, before considering more advanced lead-generation strategies. Finally, I conclude this project with a reflective assessment of the skills I developed during my two years of work-study experience at Armosa, as well as the lessons learned throughout the design and execution of this strategic marketing initiative.