Téléchargez le livre : Integrating Marketing Analytics Approaches into B2B Lead Management

Integrating Marketing Analytics Approaches into B2B Lead Management

A Practical Guide for Process Optimization

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Éditeur :

Springer Gabler


Paru le : 2026-02-13



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Description

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.
Pages
106 pages
Collection
n.c
Parution
2026-02-13
Marque
Springer Gabler
EAN papier
9783658509583
EAN PDF
9783658509590
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
10
Taille du fichier
2796 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
89,66 €
EAN EPUB
9783658509590
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
10
Taille du fichier
2202 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
89,66 €

Laura Hannemann is a graduate of the Tricontinental Master in Global Studies at Karlsruhe University of Applied Sciences (HKA). Based on her professional experience in the international B2B environment and her interest in data-driven decision-making, her master's thesis examines the integration of marketing analytics approaches into B2B lead management.

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