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Management, Leadership & Organisation
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Practice paper

Generating business-to-business leads: How to reach the people behind the logo

Andrea Ahlemeyer-Stubbe and Agnes Müller
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (2), 163-171 (2017)
https://doi.org/10.69554/YLEV2076

Abstract

For a long time, business-to-consumer companies looking for new customers have included social media in lead generation. There, they identify individual needs, lifestyle, values and topics that are important for future customers. In business-to-business (B2B) marketing, both web and social media are used to support and maintain existing customers. To attract new customers, however, many companies are still using addresses collected through traditional methods, such as cold calling and assembling different address lists and publications. At the same time, digital channels offer a huge potential for new B2B customers to be identified and contacted. This paper shows how text and web mining can be used to track the digital footprints of existing and potential customers in the B2B market, how to create intelligent profiles of companies and organisations (including profiles of relevant contact persons), and how to reach them at the right time with the right content.

Keywords: B2B; intelligent profiles of companies and organisations; analytics-based B2B lead generation; automated predictive models; predictive modelling; text mining; web mining

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Author's Biography

Andrea Ahlemeyer-Stubbe is Director Strategic Analytics at Hacker Agency München GmbH and former President of the European Network of Business and Industrial Statistics. She is co-author (with Shirley Coleman) of A Practical Guide to Data Mining for Business and Industry and a frequent lecturer at several universities, as well as a speaker at professional conferences.

Agnes Müller is Senior Analytical Consultant at Hacker Agency München GmbH. She is involved in projects and workshops for customers both large and small from different industries (eg automotive, utilities, e-commerce, publishers). Combining technical perception with textual skills, her focus lies on making complex analytical cases and results understandable for customers and people not familiar with analytics.

Citation

Ahlemeyer-Stubbe, Andrea and Müller, Agnes (2017, May 9). Generating business-to-business leads: How to reach the people behind the logo. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 2. https://doi.org/10.69554/YLEV2076.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 2
© Henry Stewart
Publications LLP

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