Authors: V.E. Skripko, Yu.S. Yakunina

Title of the article: Lead generation web tools in demand generation marketing

Year: 2022, Issue: 2, Pages: 77-88

Branch of knowledge: 5.2.3 Regional and sectoral economics

Index UDK: 338.242

DOI: 10.26730/2587-5574-2022-2-77-88

Abstract: By now, web marketing has become a truly global tool for generating demand. At the same time, security issues in the transmission of personal data and transactions over the Internet, along with the growing number of B2C and B2B online platforms and increased competition, make it difficult for a potential buyer to convert demand in a purchase decision for a potential buyer. In this regard, the article pays special attention to lead generation, a key element of the strategy for attracting new buyers and converting potential demand into real one. In the course of the study, the “demand funnel” method was used, which makes it possible to identify the characteristic stages of the decision-making by the buyer. In the face of increased competition, the leads (potential buyers who carry out an intensive information exchange with the seller) are the key to the progress of the "demand funnel". This actualizes such principles of demand formation marketing as detailed knowledge of customer needs, optimization of costs at different stages of the "demand funnel" as it is converted, combination of pre-sales and post-sales marketing, diversification of the stages of the "demand funnel", synchronization of incoming and outgoing outbound marketing. Given these principles, lead generation using websites requires the CDN (content delivery network) to speed up the full loading of the website, develop a targeting structure for its design and simplify the navigation menu (especially for the mobile version), perfect feedback service and increasing consumer confidence, using content teasers and attracting professional web analytics. Particular attention is paid to the demand formation and conversion marketing in the B2B system, the promising tools of which are PR campaigns in electronic media and social networks, optimization of B2B content and web resources for the requirements of search engines, podcast marketing and affiliate marketing.

Key words: marketing demand formation lead generation demand conversion “demand funnel”

Receiving date: 01.07.2022

Approval date: 26.07.2022

Publication date: 29.09.2022

CITE DOWNLOAD