title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð²
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a set of measures for lead generation of corporate clients
Creators: name: ÐÑÐ´Ð¸Ð»Ð°Ð½, ÐÐ°Ð²ÐµÐ»
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð¸Ð½ÑÐµÑÐ½ÐµÑ
Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ñ
ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸
marketing
internet
lead generation
lead generation complex

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«ÐÐ°Ð½Ð´Ð° ÑÐ¼Ð½Ð¸ÐºÐ¾Ð²Â». ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð´Ð°Ð½Ð½ÑÑ Ð¾ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ Ð¸Ð· Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÐ¸ÑÑÐµÐ¼ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ CRM. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«ÐÐ°Ð½Ð´Ð° ÑÐ¼Ð½Ð¸ÐºÐ¾Ð²Â», Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð°Ñ Ð½Ð° Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ñ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð². ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¸ Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð´Ð°Ð½Ð½ÑÑ, Ð¸Ð·Ð¼ÐµÑÐµÐ½Ð¸Ðµ, ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÐ° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ ÑÑÐµÐ´Ñ; â Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð° Ð¸ Ð¿ÑÐ¾ÑÐµÐ³Ð¼ÐµÐ½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð° ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐ¸Ð¿Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð²; â Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½ Ð¼ÐµÑÐ¾Ð´ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸ Ð´Ð»Ñ B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐ°; â Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð´Ð°Ð½Ð½ÑÑ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÐºÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð°ÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¸ Ð¿ÑÐ¾Ð´Ð°Ð¶ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¾Ð¿ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹; â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÐ°ÑÑÐµÑ Ð·Ð°ÑÑÐ°Ñ Ð½Ð° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½Ð¸Ð¼Ñ Ð² Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«ÐÐ°Ð½Ð´Ð° ÑÐ¼Ð½Ð¸ÐºÐ¾Ð²Â» Ð¸ Ð¼Ð¾Ð³ÑÑ Ð±ÑÑÑ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÐºÐ°Ðº Ð¾ÑÐ½Ð¾Ð²Ð° Ð´Ð»Ñ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ¸ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸ Ð² B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ Ð±Ð¸Ð·Ð½ÐµÑÐ°. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÐ¹ Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ Ð´Ð»Ñ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ Ð»Ð¸Ð´Ð¾Ð³ÐµÐ½ÐµÑÐ°ÑÐ¸Ð¸ Ð´Ð»Ñ B2B ÑÐµÐ³Ð¼ÐµÐ½ÑÐ° Ð±Ð¸Ð·Ð½ÐµÑÐ°.Â ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is to develop theoretical and practical recommendations on lead generation of corporate clients for Â«The Brainy BandÂ» company. The study was carried out on the basis of of data on the companys activities, analysis of statistical data from marketing systems and the companys internal CRM system. Research subject: marketing activities of the company Â«The Brainy BandÂ» aimed at the lead generation of corporate clients. Research methods: study and generalization of statistical data, measurement, comparative analysis. The main results of the study: â A characteristic of the companys activities has been developed and an assessment of the internal environment has been carried out; â the target audience has been researched and segmented and the main types of competitors have been identified; â the method of investigation of the complex of measures for lead generation is defined; â an algorithm has been developed for developing a set of lead generation measures for the B2B segment; â based on the analysis of statistics of marketing activity and sales, recommendations have been developed for optimizing events and working with the internal database; â the calculation of the costs of carrying out lead generation activities has been carried out. Application field: the results of the work are applicable in the activities of Â«The Brainy BandÂ» company and can be considered as a basis for the development of lead generation activities in the B2B business segment. The scientific novelty of the study is a developed algorithm for creating a set of measures for the lead generation of corporate clients for the B2B business segment. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.