Integrating Marketing Analytics Approaches into B2B Lead Management: A Practical Guide for Process Optimization...

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Laura Hannemann

Integrating Marketing Analytics Approaches into B2B Lead Management

Name: Integrating Marketing Analytics Approaches into B2B Lead Management
Price: 165.78 AUD
Availability: OutOfStock
ISBN: 9783658509583

A Practical Guide for Process Optimization

Laura Hannemann

$206.95 $165.78

Paperback

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English

Springer Gabler
14 February 2026

Business strategy; Business mathematics & systems; Sales & marketing; Databases

Series: 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.

By: Laura Hannemann
Imprint: Springer Gabler
Country of Publication: Germany
Dimensions: Height: 210mm, Width: 148mm,
ISBN: 9783658509583
ISBN 10: 3658509589
Series: BestMasters
Pages: 106
Publication Date: 14 February 2026
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

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

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.