Andrea Ahlemeyer-Stubbe, Agnes Müller

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

in: Applied Marketing Analytics, Volume 3, Number 2, 2017


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 (13213) 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 13213 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 13213

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.


B2B, intelligent profiles of companies and organisations, analytics-based B213 lead generation, automated predictive models, predictive modelling, text mining, web mining