• Corpus ID: 85453904

Digital lead generation and nurturing: A holistic approach

@inproceedings{Niemi2017DigitalLG,
  title={Digital lead generation and nurturing: A holistic approach},
  author={Alexandra Niemi},
  year={2017}
}

• A. Niemi
• Published 28 August 2017
• Business

Lead generation and nurturing is fundamental for company profitability. Simultaneously, it is consistently reported as a top challenge for companies across industries. While the digital transformation stirs up organizational design, the purpose of the marketing function is altered. This study explores the role of marketing in lead generation and nurturing from three perspectives: marketing, information systems, and management. Twelve expert interviews are conducted and the data collected through these forms the basis of the study. The results show that organizations tend to invest in technology as a way of developing lead generation and nurturing, without sufficient consideration being given to change management and the holistic approach associated with this. By neglecting the importance of supporting processes and competence, organizations tend to be ill-equipped to effectively execute lead generation and nurturing programs through the marketing function. To support executive managers in strategic decision-making, a framework emphasizing a holistic change management approach to lead generation and nurturing is developed.