The thesis analyzes and proposes stance on how to implement self-service Business Intelligence solution in a company involved in online marketing. Analysis is focused on data sources, information needs in the company and research of suitable product to be implemented. Goal of the thesis is, based on the performed analysis, to propose actions needed for a successful implementation, and to demonstrate opportunities, that such an implementation may provide to the company.

Titel:                                 Marknadsstrategi för lead generation: En studie om digitala marknadsstrategier och dess effekt på marknadsleads Nivå:                                 C-uppsats, kandidatexamen i Företagsekonomi Författare:                        Anna Pettersen och Emma Ståhl Handledare:                     PhD Agneta Sundström Examinator:                     PhD Lars-Johan Åge Datum:                             2014-Juni Syfte:                                Syftet med denna studie är att öka förståelsen för hur företag planerar, tillämpar och utvärderar strategier för digital marknadsföring med avsikt att generera leads. Metod:                              Flerfallstudien är av kvalitativ karaktär. Empirin samlades in genom en primär datainsamling av tio semistrukturerade intervjuer utförda på tio olika företag med verksamhet inom svenska IT-industrin. Genom ett rutnät har vi kodat och analyserat insamlad primär data för att finna teman och mönster som mynnade ut i en kärnkategori; Effekt. Resultat & slutsats:        Studien visar att de medverkande respondenterna anser att lead generation och digital marknadsföring är viktiga områden för deras företag. Respondenterna väljer att basera sin planering för marknadsstrategier på intuition och tillämpar strategier genom ”trial and error”. Vidare lägger respondenterna sparsamt med tid på att utvärdera sina strategier. Studiens bidrag:              Studien bidrar till en ökad förståelse för vilken effekt företagens planering, tillämpning och utvärdering av digitala marknadsstrategier har på lead generation. Fortsatt forskning:          Vi föreslår att fortsatt forskning undersöker hur mycket affärssamarbeten mellan företag påverkas av kulturella skillnader, och vad företagen kan göra för att undvika problem kopplat till detta. Nyckelord:                       Digital marknadsföring, Marknadsstrategier, Digitala verktyg, Lead generation, Marknadsleads, Business-to-business / Title:                                 Market strategy of lead generation: A study about digital market strategies and its effects on market leads Level:                                Bachelor thesis in Business economics Authors:                           Anna Pettersen and Emma Ståhl Supervisor:                      PhD Agneta Sundström Examiner:                        PhD Lars-Johan Åge Date:                                 2014-June Aim:                                  The aim of this study is to increase understanding of how companies plan, implement and evaluate strategies for digital marketing in order to generate leads. Method:                            This multiple case study has a qualitative research approach. The empirical data were collected through a primary data collection of ten semi-structured interviews conducted in ten different companies with locations in the Swedish IT-industry. Through a grid where we coded and analysed the collected primary data, themes and patterns were found that emerged in to a core category; Effect. Result & conclusion:      This study shows that the participating respondent consider digital marketing and lead generation to be of high importance for their company. The respondents choose to base their design for marketing strategies on intuition, and they apply their strategies by “trial and error”. Further, the respondents spend a small amount of time on evaluation of strategies. Contribution:                  This study contribute to a higher understanding of what effect a companies design, application and evaluation of digital marketing strategies have on lead generation Further research:            We suggest that future research examines what businesses can do to receive feedback from customers, and how important this benefit is in lead generation. Key words:                       Digital marketing, Market strategies, Lead generation, Digital tools, Market leads, Business-to-business

Customer lead generation is a crucial and challenging task for online real estate service providers. The business model of online real estate service differs from typical B2B or B2C e-commerce because it acts like a broker between the real estate companies and the potential home buyers. Currently, there is no suitable automatic customer lead generation system available for online real estate service providers. This thesis aims at developing a systematic solution framework of automatic customer lead generation for online real estate service providers. This framework includes data modeling, data integration from multiple online web data streams, as well as data mining and system evaluation for lead pattern discovery and lead prediction. Extensive experiments were conducted based on a case study. The results demonstrate that the proposed approach is able to empower online real estate service providers for lead data analysis and automatically generate targeting customer leads.

Previous research on lead generation has ignored the perceived benefits that buyers receive when exchanging information for firm-generated content. This research contends that digital content offered in a content marketing strategy contains specific benefits that drive the customer to participate in information exchange with the firm. Drawing on the social exchange theory (SET), this work examines how business-to-business (B2B) buyers’ perceived benefits of information exchange affect customer social networking site (SNS) engagement, consequently fostering lead generation. The author argues that content appeal (rational versus emotional) and content focus (buyer versus firm) are critical conditions that influence the relationship between buyers’ perceived benefits of information exchange on their engagement levels. The results of the present study support these statements by uncovering that potential buyers rely on more subjective evaluations (such as perceived benefits as source’s credibility, emotional appeals, and content focus). These subjective evaluations thus spur their behaviors (SNS engagement behaviors and disclosure of information) that ultimately impacts firm performance (sales lead generation). This research has important implications for theory, including the use of source credibility, as a construct for the particularism dimension, to analyze how specific benefits of digital content drive customers to participate in information exchange, and engage with the content. Also, results suggest that potential buyers will be more willing to interact and engage with emotional appeals and buyer focused content. This is relevant because it provides insight on how potential buyers, engaged with B2B content marketing, are willing to disclose information in return for digital firm-generated content. This research also has strong implications for managers. The author offers practical guidance to help marketers implement appropriate combinations of content material that increases the customers’ perceived benefits of the information exchange as a way of fostering customer engagement that leads to information disclosure and successful lead generation.

This diploma thesis deals with the problem of lead generation using online marketing tools on the example of the specific Comprimato product. This work analyses the state and the environment in which the company is before launching the campaign. The results of the analysis are reflected in the practical part, where the lead generation strategy is described. Also, an economic evaluation of the campaign and recommendations how to improve the campaign in the future is included.

Business-to-business (B2B) organizations are facing challenges related to complex sales cycles and increasing competition, resulting in more value-driven sales processes and a holistic ecosystem for the B2B marketplace. Recent studies have acknowledged the lack of research on inside sales and sales development in B2B organizations. Scholars point at the increasing importance of inside sales due to changes in the environment and increasing customer demands, which has resulted in the development of digital sales processes within companies. In this study, we have examined the early phase of the sales process referred to as customer acquisition, which is an important part for companies to do business and be profitable over time. In customer acquisition, lead generation and lead management are two central phenomena including generating potential customers and managing them in an adequate way. In this study, where we are writing on commission for Tele2 IoT, our aim was to develop recommendations for how they can improve their conversion rate and sales performance by asking; “How can B2B companies work with sales development processes and lead generation to improve their sales performance?” Based on a literature review of previous studies on sales processes, Internet of Things, and content marketing, we developed an exploratory and qualitative research design, where data was collected through twelve semi-structured interviews with respondents from the case company. Our empirical findings present how the development of a separate unit for Sales Development in Tele2 IoT can be a solution for handling the current challenges for lead generation and lead management. A dedicated Sales Development Representative (SDR) can be responsible for the early phase of the sales process before a Sales Manager takes over. This would include responsibility for lead generation, qualification, and follow-up to ensure that the qualified leads are timely managed. We demonstrate a model that conceptualizes how companies in a highly competitive business environment can initiate a dedicated function working with customer acquisition practices, which we refer to as Sales Development. In our model, we emphasize how three different channels for attracting and managing leads must be considered: 1) outbound lead generation, 2) inbound lead generation and 3) marketing automated lead generation, to improve sales performance. Based on these findings, we propose iterative customer acquisition processes where communication, documentation and cooperation are at its core. Finally, we propose a framework with reflective questions for managers and organizations to take into consideration when implementing Sales Development into their business. The study primarily contributes to the scarce research field of inside sales, where we encourage practitioners and academia to apply our model and utilize quantitative data measures to understand how a Sales Development configuration can improve lead generation within different industries.

The use of social media is constantly increasing and digitalization is becoming a bigger and bigger part of both individuals' and companies' daily life. In turn, customers' expectations of companies working within the social media environment are increasing in phase with digitalization. In order for companies to stay relevant in the market, mastering digitalization is becoming a requirement, especially within the marketing context. This includes marketing between business-to-business (B2B). Additionally, small-to-medium-sized enterprises (SMEs) represent the majority of company size in Sweden and are therefore a major contributory addition to the economy. Therefore we found it of high interest to research how SME B2B marketing companies adapt to the development of digitalization and the increased use of social media in order to remain relevant in the market. Furthermore, since previous research has focused on barriers to the adoption of social media within these types of companies, we find it of value to further investigate how business performance is influenced by social media use. The business performance is moreover researched regarding how the most common tool for social media, lead generation, is appropriate within the SME B2B marketing context. The purpose of this study is to examine how social media usage influences business performance in Swedish small-to-medium-sized B2B marketing firms, in the context of lead generation. We want to contribute knowledge regarding how these kinds of companies should use social media in order to further be able to grow their business performance. This, since B2B companies have been seen as slow adaptors to social media as well as due to the fact that society is frequently becoming more digitized. To get a deeper understanding of how SME B2B marketing companies use social media as well as how they have experienced an influence on their business performance due to social media, eight independent participants within this business context have been interviewed through semi-structured interviews. A qualitative method was selected for this thesis, as well as an inductive research approach, which contributed to knowledge regarding how B2B marketing companies use social media in a business context as well as how they have experienced an influence on business performance. Based on the findings from this research, we came up with four sections that are of value for companies to consider when implementing social media in order to increase business performance. The first section demonstrates goals set for social media, which need to be set in order to further create matching strategies on how to achieve these goals. This leads us to the second step, use, which describes how companies use social media in order to achieve their goals. The third section is business performance, which demonstrates how business performance is influenced by social media use. Lastly, lead generation further demonstrates how it is possible to understand the influence on business performance coming from the use of social media. This last step of the model shows that using lead generation when understanding business performance from social media is more appropriate in some contexts than others. This study contributes with new theoretical knowledge on how the use of social media influences a small-to-medium-sized business-to-business marketing firm, as well as how lead generation is considered appropriate when understanding the company's business performance. In addition, based on our findings, practical recommendations have been suggested for small-to-medium-sized enterprises within B2B marketing.

In drug discovery there are several approaches to lead generation and one traditional approach involves the synthesis and screening of a structurally diverse compound library against a number of biological targets to identify high affinity lead compounds. The use of a `privileged' structure-based compound library represents a viable approach that could lead to drug like lead compounds. Privileged structures are defined as those ligand substructures that may be used to generate high affinity leads for more than one type of receptor. Examples of privileged structures include phenyl substituted monocycles such as biphenyls, diphenyl methane derivatives, 1,4-dihydropyridines, fused ring systems such as chromones, quinoxalines, quinazolines, 2-benzoxazolones, indoles, benzimidazoles and benzofurans. There are several instances in the literature describing the development of compound libraries based on privileged structures with reportedly high hit rates. Privileged structure based approaches has been used with notable success in the identification of high affinity ligands especially for G-protein coupled receptors (GPCRs). The scaffold 2-aminothiazole (fused and non-fused) may be considered a privileged structure because of its occurrence in a wide variety of pharmaceuticals. The scaffold is found in antibacterials, anti-inflammatory agents, glutamate transporter (GLT-1) modulators, serotonin and muscarinic ligands. The present study involves the synthesis of a 2-aminothiazole (fused and non-fused) based compound library (60 compounds) by incorporating bioactive fragments shown to produce hits in the biological targets of interest. Microwave assisted organic synthesis (MAOS) has been employed at key steps of scaffold synthesis as well as in Suzuki coupling to generate the target aminothiazoles. Preliminary biological screening has resulted in the identification of some promising lead compounds. Trifluoromethoxy substituted aminothiazoles were found to be potent antimicrobials with MIC values in the range of 4-16 microgram/ml. Furanone based aminothiazoles showed affinity for muscarinic receptors. Piperidine based aminothiazoles showed greater than 90% of control (8-OH-DPAT) specific agonist response at the 5-HT1A receptor subtype. The Clog P values of the most potent antimicrobials were found to be in the range of 4.5-6.2 indicating the high lipophilicity of the compounds. High lipophilicity is known to cause solubility issues that may hamper future development. Therefore in an effort to make compounds with intermediate lipophilicity, the phenyl core of the potent aminothiazoles will be replaced with pyridine core using literature procedures (Pyridine core containing aminothiazoles showed Clog P < 4). Future plans include expanding the library, improving the yields of compounds and to evaluate the compounds as modulators of glutamate transporter (GLT-1). The work could be extended to include other privileged structures such as 2-aminooxazole, 2-aminobenzoxazole, 2-aminoimidazole and 2-aminobenzimidazole. These mono and bicyclic heterocyles may be considered bioisosteres of 2-aminothiazole. / Pharmaceutical Sciences

Purpose - This study explores how knowledge exchange between sales and marketing can enhance data-driven marketing initiatives for firms in the high-tech process industry. Additionally, the study aims to identify the factors that drive alignment and collaboration between sales and marketing interfaces from a dynamic capability perspective. Method - This master's thesis is an exploratory study with an inductive approach. 10 qualitative interviews were conducted with employees from a high-tech process automation company, specifically those working in marketing and sales roles. The interviews follow a semi-structured approach, and a thematic analysis was performed to examine the empirical findings. Findings - The study emphasizes the significance of collaboration, knowledge exchange, and functional alignment between sales and marketing, in the context of data-driven marketing and the sales lead generation. By applying a dynamic capability framework, the study sheds light on how firms can leverage knowledge exchange and functional alignment to capitalize on market opportunities and gain a competitive advantage.  Theoretical and practical contributions - The study delves into the underexplored realm of data-driven marketing within the high-tech process industry, particularly focusing on the intricate dynamics between sales and marketing functions during the lead generation process. Through its analysis, the research not only enriches theoretical understanding but also offers practical insights for managers in the high-tech process industry, providing some recommendations to enhance collaboration, knowledge exchange, and optimize data-driven marketing initiatives. / Syfte - Denna studie undersöker hur kunskapsutbyte mellan försäljning och marknadsföring kan förbättra datadrivna marknadsföring initiativ för företag inom högteknologisk processindustri. Dessutom syftar studien till att identifiera de faktorer som driver linjering och samarbete mellan försäljning och marknadsföring, ur ett perspektiv från teorier inom Dynamic Capabilities.  Metod - Denna uppsats är en explorativ studie med en induktiv ansats. 10 kvalitativa intervjuer har genomförts med anställda på ett företag inom högteknologisk process automation, specifikt de som arbetar inom marknadsföring och försäljning. Intervjuerna har följt en semi-strukturerad metod och en tematisk analys har genomförts för att undersöka de empiriska resultaten. Resultat - Studien betonar vikten av samarbete, kunskapsutbyte och funktionell linjeringen mellan försäljning och marknadsföring, i kontexten av datadriven marknadsföring och sales lead generation. I studien har teorier inom Dynamic Capabilities belyst studien, mer specifikt hur företag kan utnyttja kunskapsutbyte och funktionell linjeringen för att utnyttja marknadsmöjligheter och skapa konkurrensfördelar. Teoretiska och praktiska bidrag - Studien utforskar det underutvecklade området datadriven marknadsföring inom högteknologisk processindustri, med särskilt fokus på de komplexa dynamikerna mellan försäljnings- och marknadsförings funktioner under processen för sales lead generation. Genom sin analys berikar forskningen inte bara den teoretiska utan erbjuder också praktiska insikter för chefer inom högteknologisk processindustri, med rekommendationer för att förbättra samarbete, kunskapsutbyte och optimera datadrivna marknadsföring initiativ.

Актуальность темы выпускной квалификационной работы определяется тем, что самый эффективный способ получения конкурентного преимущества, бесспорно, является улучшение взаимодействия с источником прибыли компании - с ее клиентами. Основным фактором успеха работы предприятия является необходимость принятия правильного и своевременного управленческого решения. Внедрение процесса лидогенерации позволит компании улучшить качество, надежность и производительность процессов и продуктов, установить долгосрочные отношения с клиентами. Результаты работы – практическим результатом работы стало внедрение процесса лидогенерации клиентов в ПАО «Сбербанк», позволяющая специалистам сделать уникальное предложение клиентам, увеличить их количество, собственные продажи и банка в целом. / The relevance of the topic of the final qualifying work is determined by the fact that the most effective way to gain a competitive advantage, undoubtedly, is to improve interaction with the source of the company's profit - with its customers. The main factor in the success of the enterprise is the need to make a correct and timely management decision. The implementation of the lead generation process will allow the company to improve the quality, reliability and productivity of processes and products, and establish long-term relationships with customers. Results of the work - the practical result of the work was the implementation of the process of lead generation of clients at Sberbank, which allows specialists to make a unique offer to clients, increase their number, their own sales and the bank as a whole.