Mémoire-projet

Abstract

This master thesis examines how XLG can integrate an Account-Based Marke;ng strategy supported by HubSpot in order to structure its B2B prospecting practices and improve lead conversion. The study focuses on XLG’s current commercial and marketing processes, with particular attention to lead generation, CRM usage, data quality, marketing–sales alignment, HubSpot, Odoo and the conditions required for the adoption of a more structured sales and marketing approach. The research is based on a qualitative case study. Semi-structured interviews were conducted with internal stakeholders from commercial, marketing and tools/process perspectives, as well as with one external HubSpot user. The empirical findings were analysed through a thematic matrix built from the theoretical framework. The results show that XLG already has important foundations in place. Odoo is used as a central operational and commercial tracking tool, while HubSpot is already used by the marketing team for lead generation, marketing automation and campaign tracking. However, the analysis also highlights several limitations. CRM practices remain heterogeneous across teams, data quality is fragile due to duplicatesvand incomplete encoding, and feedback loops between marketing and sales are insufficiently formalised. More broadly, the conditions required for a structured ABM approach are not yet fully in place. The thesis recommends positioning HubSpot as a sales and marketing platform for prospecting, lead qualification, nurturing, reporting and ABM, while maintaining Odoo as the operational reference tool for quotations, production, invoicing and service execution. The proposed action plan includes data cleaning, pipeline standardisation, a structured marketing–sales feedback loop, a pilot ABM project on selected strategic accounts, and adoption support through training, governance and performance indicators. Overall, the study shows that HubSpot and ABM can become relevant levers for improving XLG’s B2B prospecting and conversion, provided that they are supported by reliable data, clear processes, markeing–sales alignment and progressive user adoption.