ISSN 2415-3869 (Online) Scientific Bulletin of the Odesa National Economic University 2025, 5 (330), 105-111

Open Access Article

Lead generation IN B2B sales of IT services: strategies and digital tools

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

Cite this article:

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.

Abstract

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.

Keywords

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

Лицензия Creative Commons
This work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

References

  1. Bojchuk I. V. (2019). B2B marketing as a modern direction of enterprise development.Economy and Society, 18, 272-278. Retrieved from https://economyandsociety.in.ua/journals/18_ukr/38.pdf (accessed 15 May 2025). [Іn Ukrainian].
  2. Punin Yu.O. (2018). Strategy and tactics of internet marketing for distributor companies in the B2B market. Marketing and Digital Technologies, 4, 44-56. Retrieved from https://surl.lu/zvsbsq (accessed 17 May 2025). [Іn Ukrainian].
  3. Lazneva I.O., Hnatenko S.O. (2020). Global practices of internet marketing tools application in B2B markets. Scientific Bulletin of Uzhhorod National University, 32, 5-9. Retrieved from http://www.visnyk-econom.uzhnu.uz.ua/archive/32_2020ua/3.pdf (accessed 18 May 2025). [Іn Ukrainian].
  4. Staryts'kyj T.M. (2019). Using modern tools and technologies of B2B marketing. Global and National Economic Problems, 7, 493-496. Retrieved from https://surl.li/jncrbd (accessed 15 May 2025). [Іn Ukrainian].
  5. Derhaliuk B.V., Zhurenko O.V. (2018). Main aspects of using the "B2B" marketing system in the market. Economic Studies, 4 (22), 34-38. Retrieved from https://journals.indexcopernicus.com/api/file/viewByFileId/538943.pdf (accessed 21 May 2025). [Іn Ukrainian].
  6. Sadovs'ki I.I., Petropavlovs'ka S.Ye. (2019). Features and main differences of communication policy in B2B and B2C markets. Eastern Europe: Economy, Business and Management, 3 (20), 327-334. Retrieved from http://www.econom.stateandregions.zp.ua/journal/2020/3_2020/3_2_2020/3_2_2020.pdf (accessed 15 May 2025). [Іn Ukrainian].
  7. Content Marketing Institute. (2024). 2024 B2B Content Marketing Benchmarks, Budgets, and Trends. Research Report. CMI, 30. Retrieved from https://contentmarketinginstitute.com (accessed 20 May 2025).
  8. Netpeak. (2025). Lead Generation: A Complete Guide. Netpeak Blog. Retrieved from https://netpeak.net/blog/lead-generation-a-complete-guide/ (accessed 21 May 2025). [Іn Ukrainian].
  9. Snov.io. (2025). Effective Lead Generation in LinkedIn: 10 Reliable Strategies for B2B. Snov.io bloh. Retrieved from https://snov.io/blog/ua/linkedin-lead-generation-ua/ (accessed 15 May 2025). [Іn Ukrainian].
  10. SmarterHQ. (2019). Privacy & Personalization Consumer Report. SmarterHQ Research, 2, 20. Retrieved from https://c.smarterhq.com/resources/Privacy-Personalization-Report.pdf (accessed 16 May 2025).
  11. Stripo.email. (2024). B2B Email Marketing Statistics: Insights to Shape Your 2025 Strategy. Stripo Blog. Retrieved from https://stripo.email/ua/blog/b2b-email-marketing-statistics-insights-to-shape-your-2025-strategy/ (accessed 15 May 2025). [Іn Ukrainian].

Україна, м.Одеса, 65082
вул. Гоголя, 18, ауд. 110.
(048) 777-89-16
visnik.nauka visnik.nauka@gmail.com

ПнВтСрЧтПтСбНд

 

Flag Counter
 -->