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Online Lead Generation: An Emerging Industry

Author

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  • Stolz, Simon
  • Wisskirchen, Kilian C.
  • Schlereth, Christian
  • Hoffmann, Alexander

Abstract

In the emerging business of online lead generation, many conversational touchpoints have moved to the online space. These companies capture leads, sell them to partners, and often generate millions of revenue in the process. We abstract this novel digital business model in a framework, derive best practices and provide managerial recommendations.

Suggested Citation

  • Stolz, Simon & Wisskirchen, Kilian C. & Schlereth, Christian & Hoffmann, Alexander, 2021. "Online Lead Generation: An Emerging Industry," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(4), pages 32-39.
    • Handle: RePEc:zbw:hsgmrs:276150
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    File URL: https://www.econstor.eu/bitstream/10419/276150/1/MRSG_2021_4_32-39.pdf
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    References listed on IDEAS

    as
    1. Ohiomah, Alhassan & Andreev, Pavel & Benyoucef, Morad & Hood, David, 2019. "The role of lead management systems in inside sales performance," Journal of Business Research, Elsevier, vol. 102(C), pages 163-177.
    2. Banerjee, Somnath & Bhardwaj, Pradeep, 2019. "Aligning marketing and sales in multi-channel marketing: Compensation design for online lead generation and offline sales conversion," Journal of Business Research, Elsevier, vol. 105(C), pages 293-305.
    Full references (including those not matched with items on IDEAS)

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