GenAI im B2B Leadmanagementprozess

: Eine Untersuchung zur Nutzung entlang der Customer-Journey

Abstract

Although Generative Artificial Intelligence is met with significant economic interest, its strategic use in the B2B lead management process remains often unclear. While many companies are experimenting with the technology, they often lack a strategic framework, which limits the value to isolated applications. This thesis addresses this research gap by investigating how GenAI is used by B2B marketing professionals along the Customer-Journey, which potentials and challenges arise, and how the technology is integrated into existing processes. To answer these questions, this thesis combines a literature review with qualitative, semistructured interviews with eight experts from the B2B marketing sector. The data was analyzed using Mayring’s qualitative content analysis to provide a practice-oriented picture of current applications. The findings of these interviews show that in practice, GenAI has established itself not as an autonomous force, but as a supportive co-pilot, whose value depends strongly on human guidance. Its main value lies in the significant increase in efficiency during the early phases of the Customer-Journey (Awareness and Consideration). In these stages, the technology speeds up the creation of content for blog articles, social media posts, and landing pages, as well as operational research and ideation, thereby creating more room for strategic work. However, these efficiency improvements were not linked to measurable increases in lead quality. The limits of the technology become even more apparent in the conversion phase. Personal dialogue, trust, and empathy remain crucial for business deals in B2B sector, which is why the use of tools like AI chatbots for direct customer interaction is unanimously rejected by all experts. This reluctance reflects key challenges that go beyond the technology itself. In addition to issues such as generic text quality and the risk of hallucinations, organizational barriers were mentioned. Strict data protection regulations significantly limit the potential and often force companies to develop internal systems. Successful implementation therefore depends on a hybrid approach where human expertise retains final control over quality and tonality. Despite these hurdles, the experts view GenAI as a sustainable development that will permanently shape B2B marketing.

Date of Award	2025
Original language	German (Austria)
Awarding Institution	Johannes Kepler University Linz
Supervisor	Harald Kindermann (Supervisor)