Integrating Marketing Analytics Approaches into B2B Lead Management
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Integrating Marketing Analytics Approaches into B2B Lead Management, Gabler
A Practical Guide for Process Optimization
Von Laura Hannemann, im heise shop in digitaler Fassung erhältlich
Produktinformationen "Integrating Marketing Analytics Approaches into B2B Lead Management"
Despite the growing importance of acquiring new customers due to increased
global competition, lead management processes in business-to-business (B2B)
companies often remain ineffective. Marketing analytics offers opportunities to
address common issues in lead generation, lead scoring, and lead nurturing
through data insights. Simultaneously, it enables companies to measure the
effectiveness of their lead management efforts. Nevertheless, the extent of
data-driven decision-making varies in practice, and the academic literature on
marketing analytics in B2B lead management remains fragmented. This thesis
bridges the gap by demonstrating how marketing analytics approaches can be
integrated into B2B lead management to improve process effectiveness. The
findings are summarized in a practical guide that contains concrete steps and
recommendations for B2B marketing professionals, considering different maturity
levels.
Artikel-Details
- Anbieter:
- Gabler
- Autor:
- Laura Hannemann
- Artikelnummer:
- 9783658509590
- Veröffentlicht:
- 13.02.26
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