Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F25%3A43925680" target="_blank" >RIV/62156489:43110/25:43925680 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.1504/IJTMKT.2025.143038" target="_blank" >https://doi.org/10.1504/IJTMKT.2025.143038</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1504/IJTMKT.2025.143038" target="_blank" >10.1504/IJTMKT.2025.143038</a>

Result language

angličtina

Original language name

Role of digital maturity and customer profiling: potentials for lead generation - a study in oil and gas industry

Original language description

This study analyses the relationship between a company&apos;s digital maturity and its lead generation success in a more digitally conservative oil and gas (O&amp;G) industry, and whether content personalisation, as an outcome of customer profiling, is used more intensively by companies with advanced digital maturity levels. The results show that a company&apos;s lead generation success increases with digital maturity. Content personalisation can play a major role for lead generation success and is facilitated by higher digital maturity. Therefore, driving digitalisation may be crucial for companies to maintain long-term competitiveness. However, the O&amp;G industry shows medium overall digital maturity. Overall, this study provides an elaborate framework for assessing digital maturity from a more focused marketing and sales perspective. Moreover, the results provide marketers and managers with reasons for promoting digitalisation within their companies and assist them in developing an adequate strategy for their future lead generation.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2025

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

International Journal of Technology Marketing

ISSN

1741-878X

e-ISSN

1741-8798

Volume of the periodical

19

Issue of the periodical within the volume

1

Country of publishing house

GB - UNITED KINGDOM

Number of pages

25

Pages from-to

80-104

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85217712441