The objective of a marketing campaign is simple : to influence consumer needs to drive sales. The strategies implemented are so numerous that it’s often difficult to navigate: strategic or promotional marketing, relationship marketing, e-marketing… Whether in B2C or B2B, each method helps increase leads, but they must be adapted to the specificities of each sector. B2C companies will prioritize the use of social networks like Instagram or Pinterest, whereas B2B companies will be more interested in professional channels like LinkedIn. All these companies are increasingly turning to inbound marketing. The goal ? Naturally attract their target clientele through quality content. This can be blog articles, white papers, infographics, or Instagram stories.