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Datenbasierte Ansätze der Lead-Generierung

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  • Gebhardt, Marcel
  • Gebhardt, Linda

Abstract

Einer der zentralen Schlüssel der Neukundengewinnung im Industriegütergeschäft besteht in einem effektiven Lead-Management. Ein erfolgreicher Neukunden-gewinnungsprozess scheitert jedoch oft bereits an der Generierung neuer Kauf-interessenten. Vor dem Hintergrund einer zunehmenden Datenverfügbarkeit befasst sich dieser Beitrag mit datenbasierten Ansätzen der Lead-Generierung und stützt sich dabei auf Erfahrungen aus der Praxis.

Suggested Citation

  • Gebhardt, Marcel & Gebhardt, Linda, 2019. "Datenbasierte Ansätze der Lead-Generierung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(5), pages 76-82.
    • Handle: RePEc:zbw:hsgmrs:276060
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    References listed on IDEAS

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    1. Ron Berman & Zsolt Katona, 2013. "The Role of Search Engine Optimization in Search Marketing," Marketing Science, INFORMS, vol. 32(4), pages 644-651, July.
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