Marketing de conteúdo e retenção de clientes: um estudo de caso da SoftExpert no setor SaaS B2B

Abstract

This article investigates the impact of content marketing strategies on customer retention in B2B SaaS companies, focusing on the SoftExpert case. The specific objectives are: (a) to map the implemented content marketing strategies; (b) to compare these practices with industry benchmarks; (c) to examine the role of personalization, gamification, and communities; and (d) to analyze the potential financial impact of content-based retention strategies. The research adopts a qualitative approach based on secondary data, including market reports, industry case studies, and SoftExpert's marketing materials, to examine content marketing practices and their potential for customer loyalty. The integration of blogs, webinars, personalized educational resources, and customer communities enhances engagement and retention. Personalization, gamification, and data analysis emerge as key elements in this process. The study provides an academic analysis with practical insights for the B2B SaaS sector by employing content analysis based on Bardin (2011). The research addresses a topic of growing relevance in the B2B SaaS market customer retention, a significant challenge for the sector. The SoftExpert case study offers a practical and in-depth perspective on the application of these strategies, filling a gap in the literature by analyzing the effectiveness of content marketing in fostering B2B customer loyalty. The study indirectly contributes to SDG 8 (Decent Work and Economic Growth) by proposing strategies that may enhance companies' profitability and sustainability, and to SDG 9 (Industry, Innovation and Infrastructure) by focusing on innovations in the technology and software sector. Keywords: Content Marketing; Customer Retention; SaaS; B2B; SoftExpert.