Babych Tetyana, PhD (Economics), Associate Professor of the Department of International Management, National Economic University named after Vadym Hetman, Kiev, Ukraine

ORCID ID: 0000-0002-9022-087X
e-mail: tanyagood@meta.ua

Evaluation of the Efficiency of Lead-Generation Tools For International Business

Annotation. Introduction. The article considers the features and advantages of the introduction of lead generation as a modern method of promotion for small and medium-sized international companies.

Purpose. The aim of this study is to identify the features and highlight the practical recommendations for the use of ice-generating tools by small and medium-sized international companies.

Results. The expediency and efficiency of intensive implementation of lead management methods for companies that are just beginning internationalization or are in the initial stages of international business development are substantiated. Features and advantages of the introduction of lead generation as a modern method of promotion for small and medium-sized international companies are considered. The functions of lead management in international companies are defined. Careful analysis of the tools of Internet communication with potential customers allowed to form recommendations on the leads operations and management, which will generate more clients. The components of lead management in the period of realization of the strategy of internationalization of the company’s business activity are determined. The impossibility of brand and product promotion in the modern information space without a detailed planned strategy of work with social media is proved.

Conclusions. Consumers in any country of the world want to get a relevant, useful, convenient, optimized shopping algorithm and this is the main task of lead management. As a result of the positive experience of the client from the interaction with the company, trust is formed and long-term partnerships are built, which is especially important in the activities of international companies.

Keywords: lead generation; lead management; communication channels; small and medium international business; internet marketing; social media.

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