Lead generation in the language segment of the educational services market

Abstract

The dynamic development of the domestic market of language education services in the conditions of accelerating globalization processes necessitates the development and integration of theoretical and methodological support for the marketing activities of domestic enterprises. The specifics of lead generation and the leads conversion into sales in the language education services market are highlighted and solutions are proposed for improving marketing processes and increasing conversion rates. The hypothesis is formulated that the analysis and improve­ment of lead management at each stage of the sales funnel contributes to increasing conversion and customer loyalty. General scientific and special methods are used: systemic, analysis and synthesis, comparison, observation, logical gene­ralization. The tools and approaches to lead generation were analyzed and the most effective ones were selected; lead qualification models were systematized and analyzed, and the use of the Lead Scoring model was recommended for enterprises in the contemporary domestic language education services market; the sales funnel was developed; the factors of lead loss at different stages of the developed sales funnel were sys­tematized and analyzed; solutions for keeping and promoting leads in the sales funnel were proposed and systematized.