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4. Digitales Lead Management

  • 2021
  • OriginalPaper
  • Chapter
Published in:
Author
Axel Steuernagel
Published in
Digitale Transformation des Marketings und Vertriebs in B2B-Unternehmen
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Marketing Abteilungen werden traditionell stark mit dem ersten Teil des Verkaufsprozesses in Verbindung gebracht, der Demand und Lead Generation. Hiernach erhält der Vertrieb vom Marketing qualifizierte Leads, qualifiziert diese von seiner Seite aus, verwaltet die Leads und wandelt sie über Outbound-Aktivitäten in Käufer um. Jedoch ändert sich diese Systematik gerade in der digitalen Welt.

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previous chapter Digitale Nachfragegenerierung
next chapter Digitale Kundenbindung
Title
Digitales Lead Management
Author
Axel Steuernagel
Copyright Year
2021
Book
Digitale Transformation des Marketings und Vertriebs in B2B-Unternehmen

Print ISBN: 978-3-658-34888-5

Electronic ISBN: 978-3-658-34889-2

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-658-34889-2_4

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