mgr inż. Witold Świeczak, mgr Wojciech Łukowski
Abstract:
Lead generation strategy describes the marketing process of involvement and capture of interest in a product or service which is aimed at developing sales plans and, as a consequence, soliciting new clients. Lead generation is becoming an increasingly popular demand-generating strategy, which – through its multichannelled dissemination of the generated message – gives it a much greater reach. Lead generation assists organisations in achieving a greater brand awareness, building relationships and attracting more potential clients to fill their sales pipeline. The primary purpose of this publication is identifying the possibilities that the implementation of lead generation strategies provides to modern enterprises. It discusses the key aspects of this issue, demonstrating how the significance of organisations change, how their value effectively increases as a result of the implementation of tools furnished by processes that form an integral part of lead generation. The article defines the factors and processes that affect the effective course of actions undertaken within lead generation campaigns.
Lead generation strategy as a multichannel mechanism of growth of a modern enterprise
Witold Świeczak, M.Sc. Eng., Institute of Aviation, Poland – graduate of Environmental Protection at the Faculty of Energy and Environmental Engineering of the Silesian University of Technology. Currently, he works for the Institute of Aviation in the department of marketing as a project manager. He deals with analyzing research market and the aerospace sector. He is specialized in inbound marketing. Moreover, he manages guerilla and ambient marketing activities as well as charitable activities of the Institute of Aviation. The initiator and organizer of international science conferences also a curator of the outdoor historical and aviation exhibitions.
Wojciech Łukowski, M.Sc., Institute of Aviation, Poland – director of the Marketing Division at the Institute of Aviation, expert in marketing management. Lecturer and thesis advisor for postgraduate studies in marketing management and public relations, author of over a dozen articles in industry and academic journals. Trainer in image building, crisis management in public relations, and brand marketing. Creator and manager of national and international marketing campaigns for dozens of companies and institutions.