Samenvatting

This research has been conducted to tackle the problem of lead conversion on the French market, for the Spanish company Yeeply. The marketing strategy has been studied and the quality of the leads generated by it assessed. The research has been done by analysing dataset grouping information on the leads that reached the platform in the past, and by interviewing marketing and sales employees of the company. The marketing strategy used by Yeeply has been analysed and issues of targeting have been discovered. The company must also use a wider variety of channels and strategies to reach the obtain high-quality leads. The strategy as of now attracts mainly leads of low quality and it is recommended to the company to hire specialists in terms of online paid advertising, to redefine content targeting and to make use of some traditional marketing strategies explained in this paper.