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Winning and Retaining Customers Successfully Through Lead Management: The Intralogistics Provider STILL Success Story

In: B2B Marketing

Author

Listed:
  • Oliver Nolte

    (Lead on GmbH)

  • Sönke Caro

    (STILL GmbH)

Abstract

In B2B marketing, the generation of high-quality leads for sales plays an important role. In addition to generating leads at trade fairs and via online media (especially inbound), telephone lead generation has once again become a central topic in the B2B marketing mix, at the latest after the implementation of the GDPR. This article describes the implementation of professional lead management with the support of an external service provider at the intralogistics provider STILL. It shows how the topic is implemented in terms of organization and processes and which factors lead to sustainable success in achieving the company’s objectives.

Suggested Citation

  • Oliver Nolte & Sönke Caro, 2021. "Winning and Retaining Customers Successfully Through Lead Management: The Intralogistics Provider STILL Success Story," Management for Professionals, in: Uwe G. Seebacher (ed.), B2B Marketing, edition 1, chapter 27, pages 619-639, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-54292-4_27
    DOI: 10.1007/978-3-030-54292-4_27
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