Impact of inbound marketing on Consoagro junior company of the State University of Londrina

This work addressed the transition of Consoagro Empresa Júnior to Inbound Marketing in 2021, 2022, and 2023, highlighting the growing relevance of agricultural innovation and communication strategies. The adoption of Inbound Marketing was motivated by the need to acquire a strategy that would strengthen Consoagro's brand presence in the digital environment and assist in the passive acquisition of clients. With the general objective of analyzing the impacts of this transition, a quantitative approach was employed, using Consoagro as a case study. The methodology included document analysis and impact assessment over the years using Excel data spreadsheets and statistical analysis using the ANOVA and Tukey test in R software. After analyzing the results, it was possible to identify that the strategy not only strengthened Consoagro's online presence but also contributed to the promotion of digital agriculture. Facing challenges such as increasing market competition and the lack of prospecting, the company turned these difficulties into strategic opportunities, using the production of interesting and relevant content to attract and engage its audience effectively. In summary, this study highlighted the importance of innovation as an essential catalyst for facing contemporary challenges in the agricultural context. By integrating Inbound Marketing as part of a broader strategy of growth and adaptation, Consoagro not only improved its visibility and operational efficiency but also established a successful model for other junior companies in the agricultural sector seeking to differentiate and thrive in a competitive and dynamic environment.