Modern Lead Generation in Internet Marketing for the Development of Enterprise Potential
Svitlana Bondarenko1, Olena Laburtseva2, Оlena Sadchenko3, Vira Lebedieva4, Oleksandra Haidukova5, Tetyana Kharchenko6

1Svitlana Bondarenko*, Department of Economic Management of Natural Resources, Institute of Market Problems and Economic-Ecological Research of the NAS of Ukraine, Odessa, Ukraine.
2Olena Laburtseva, Department of Marketing, Kyiv National University of Trade and Economics, Kyiv, Ukraine.
3Оlena Sadchenko, Department of Marketing and Business Administration Odessa I.I. Mechnikov National University, Odessa, Ukraine.
4Vira Lebedieva, Department of Administrative Management and Market Problems, Odessa National Polytechnic University, Odessa, Ukraine.
5Oleksandra Haidukova, Department of Project Management and Enterprise Security, Yurii Fedkovych Chernivtsi National University, Chernivtsi, Ukraine.
6Tetyana Kharchenko, Department of Management, Sumy National Agrarian University, Sumy, Ukraine.

Manuscript received on September 16, 2019. | Revised Manuscript received on 25 September, 2019. | Manuscript published on October 10, 2019. | PP: 3066-3071 | Volume-8 Issue-12, October 2019. | Retrieval Number: L24771081219/2019©BEIESP | DOI: 10.35940/ijitee.L2477.1081219
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Abstract: The buying process has changed, and marketers need to look for new ways to attract customers. Instead of reaching potential customers through mass advertising and e-mail newsletters, marketers should now focus on learning how to build and maintain ongoing customer relationships According to statistics, 96% of new visitors to the site are not yet ready to make a purchase, although they are all potential customers. This figure shows how important lead generation is. Visitors to your site is just the beginning of the lead generation process. If the company does not have a clear strategy that will translate potential customers into buyers, it will constantly lose in the market and lose profits. It is necessary to analyze the main indicators of lead generation efficiency, return on investment, and conversion.
Keywords: Enterprise Potential, Internet Marketing, Lead Generation.
Scope of the Article: Internet of Things