Lead generation in Business-to Business marketing and sales : how can Heimo Films improve their lead generation process?
Waters, Pauliina (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060615583
https://urn.fi/URN:NBN:fi:amk-2022060615583
Tiivistelmä
This thesis was commissioned by Heimo Films Oy. The company is relatively young, founded in 2019 and they operate in the field of video marketing, specifically creating videos for customers to use in various ways. The company’s sales process still needed a bit of work, more specifically in lead generation. Lead generation is still in the beginning for the company, so the objective for the thesis was to research lead generation in depth and give recommendations based on that research.
The author familiarized herself with literature around marketing and sales, and lead generation theories. The author conducted qualitative research by interviewing shareholders of Heimo Films to understand their current lead generation process and what are their wishes for the future. In addition to the interviews of the shareholders, the author also interviewed an expert in the field of lead generation. The author included the company’s customer satisfaction survey’s answers in the analysis and used it to base her findings on it.
Based on the research of lead generation theories, the author found out two valuable lead generation theories: the SOSTAC model and lead generation funnel. The recommendations are based on these theories, and they gave a good base for the analysis. In general, lead generation is an important way of marketing for companies, and all marketing could be done having lead generation in mind. The research conducted emphasized this.
The thesis author gave a few concrete ideas and recommendations for the company to improve their lead generation process. By focusing on the company’s current and future situations and understanding them, the lead generation process can become something that is continuous and there is room for the process to evolve with the company.
The author familiarized herself with literature around marketing and sales, and lead generation theories. The author conducted qualitative research by interviewing shareholders of Heimo Films to understand their current lead generation process and what are their wishes for the future. In addition to the interviews of the shareholders, the author also interviewed an expert in the field of lead generation. The author included the company’s customer satisfaction survey’s answers in the analysis and used it to base her findings on it.
Based on the research of lead generation theories, the author found out two valuable lead generation theories: the SOSTAC model and lead generation funnel. The recommendations are based on these theories, and they gave a good base for the analysis. In general, lead generation is an important way of marketing for companies, and all marketing could be done having lead generation in mind. The research conducted emphasized this.
The thesis author gave a few concrete ideas and recommendations for the company to improve their lead generation process. By focusing on the company’s current and future situations and understanding them, the lead generation process can become something that is continuous and there is room for the process to evolve with the company.