ISSN 2415-3869 (Online) Scientific Bulletin of the Odesa National Economic University 2025, 5 (330), 105-111
Open Access Article
Saensus Maria
Doctor of Economic Sciences, Professor, Department of Marketing and International Logistics, Odesa National
Economic University, Odesa, Ukraine, E-mail: mariasaensus@gmail.com, ORCID: https://orcid.org/0000-0002-5961-6454
Kravets Daria
PhD (Doctor of Philosophy), Lecturer, Department of Marketing and International Logistics, Odesa National
Economic University, Odesa, Ukraine, E-mail:Daryakravets777@gmail.com, ORCID: https://orcid.org/0000-0002-3508-7746
Semenchova Anna
a student of the first (bachelor's) level of higher education, Odesa National Economic University, specialty
075 "Marketing", Odesa, Ukraine, E-mail:semenchevaanna00@gmail.com, ORCID: https://orcid.org/0009-0008-9653-7078
Received: 18.05.2025    Аpproved: 29.05.2025    Рublished online: 05.07.2025
Saensus M., Kravets D., Semenchova A. (2025) Lead generation IN B2B sales of IT services: strategies and digital tools. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Lidogeneracija v B2B-prodazhah IT-poslug: strategii ta cyfrovi instrumenty; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 5 (330), pp.105-111.
Purpose of the study is to analyze modern lead generation approaches in B2B sales of IT services and evaluate the effectiveness of various digital tools. The research combines theoretical analysis of lead generation fundamentals with practical experimentation. The methodology includes: systematic review of digital lead generation techniques (SEO, content marketing, social media, email marketing, PPC advertising); comparative experimental modeling of lead generation performance across LinkedIn, email, and multichannel approaches. The experimental data revealed that the multichannel strategy (LinkedIn + email) achieves 92% higher conversion rates compared to single-channel methods, demonstrating significant synergistic effects. Conversion rates were measured at 3.8% for multichannel vs 2.0% for LinkedIn-only and 1.7% for email-only approaches. Scientific novelty lies in: quantitative validation of synergy effects in multichannel B2B lead generation; development of an optimization model for channel combination based on conversion cost analysis; identification of platform-specific engagement patterns in IT services marketing. Practical importance includes evidence-based recommendations for optimal channel mix in IT services lead generation, framework for calculating ROI on multichannel campaigns, specific guidelines for integrating LinkedIn and email marketing tools to improve lead quality and reduce customer acquisition costs by 25-30%. The findings are particularly valuable for marketing strategists and sales teams in technology companies.
B2B lead generation, digital marketing, LinkedIn, email marketing, multi-channel approach, automation.
JEL classification: M100; M150; M210; M310;DOI: https://doi.org/10.32680/2409-9260-2025-5-330-105-111
UD classification: 354:328.185