Over 80% of all B2B transactions are influenced by a website during the initial engagement phase. The changing behavior of potential prospects in searching for and selecting products and services places high demands on marketing and sales. This book provides a comprehensive overview of the opportunities and potentials of modern lead management - from the first contact to closing the deal. It helps companies ensure that their products and services become known, are found, and are chosen by customers. In addition to traditional sales and marketing channels, there is a particular focus on utilizing new internet media, business-relevant social media channels, and inbound marketing to achieve corporate goals. - Strategy - Being found and building reach - Developing prospects to sales readiness - Systems and platforms.