<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The primary purpose of this publication is identifying the possibilities that the implementation of lead generation strategies provides to modern enterprises. It discusses the key aspects of this issue, demonstrating how the significance of organisations change, how their value effectively increases as a result of the implementation of tools furnished by processes that form an integral part of lead generation. The article defines the factors and processes that affect the effective course of actions undertaken within lead generation campaigns.</p><p>Lead generation strategy describes the marketing process of involvement and capture of interest in a product or service which is aimed at developing sales plans and, as a consequence, soliciting new clients. Lead generation is becoming an increasingly popular demand-generating strategy, which - through its multichannelled dissemination of the generated message - gives it a much greater reach. Lead generation assists organisations in achieving a greater brand awareness, building relationships and attracting more potential clients to fill their sales pipeline.</p></abstract>

The primary purpose of this publication is identifying the possibilities that the implementation of lead generation strategies provides to modern enterprises. It discusses the key aspects of this issue, demonstrating how the significance of organisations change, how their value effectively increases as a result of the implementation of tools furnished by processes that form an integral part of lead generation. The article defines the factors and processes that affect the effective course of actions undertaken within lead generation campaigns.Lead generation strategy describes the marketing process of involvement and capture of interest in a product or service which is aimed at developing sales plans and, as a consequence, soliciting new clients. Lead generation is becoming an increasingly popular demand-generating strategy, which - through its multichannelled dissemination of the generated message - gives it a much greater reach. Lead generation assists organisations in achieving a greater brand awareness, building relationships and attracting more potential clients to fill their sales pipeline.

Lead Generation Strategy as a Multichannel Mechanism of Growth of a Modern Enterprise

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

The primary purpose of this publication is identifying the possibilities that the implementation of lead generation strategies provides to modern enterprises....

Lead Generation Strategy as a Multichannel Mechanism of Growth of a Modern Enterprise

Published Online: May 30, 2017

Page range: 105 - 140

DOI: https://doi.org/10.14611/minib.21.09.2016.11

Keywords
lead generation, brand marketing, content marketing, ROI, e-mail marketing, AIDA Curve, sales engine, telemarketing, social media marketing, direct marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Lead Generation Strategy as a Multichannel Mechanism of Growth of a Modern Enterprise

Published Online: May 30, 2017

Page range: 105 - 140

DOI: https://doi.org/10.14611/minib.21.09.2016.11

Keywordslead generation, brand marketing, content marketing, ROI, e-mail marketing, AIDA Curve, sales engine, telemarketing, social media marketing, direct marketing

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
lead generation, brand marketing, content marketing, ROI, e-mail marketing, AIDA Curve, sales engine, telemarketing, social media marketing, direct marketing