Integrating Marketing Analytics Approaches into B2B Lead Management

A Practical Guide for Process Optimization
Erscheinungsjahr 2026
ISBN: 978-3-658-50958-3
Verlag: Springer

Buch, Englisch, 106 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 172 g

Reihe: BestMasters

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.

Zielgruppe

Research

Autoren/Hrsg.

Hannemann, Laura

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsmathematik und -statistik
• Mathematik | Informatik EDV | Informatik Daten / Datenbanken

Inhaltsverzeichnis

Introduction.- Conceptual Framework.- Research Approach and Empirical Findings.- Development of a Practical Guide.- Conclusion and Outlook.

Über Autor(innen)

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.