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

Authors: Dominique Futterer; Anna-Maria Wassermann

Addresses: Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic ' Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

Abstract: This study analyses the relationship between a company's digital maturity and its lead generation success in a more digitally conservative oil and gas (O&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'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&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.

Keywords: digital maturity; customer profiling; personalised content; lead generation.

DOI: 10.1504/IJTMKT.2025.143038

International Journal of Technology Marketing, 2025 Vol.19 No.1, pp.80 - 104

Received: 01 Feb 2024
Accepted: 18 Jul 2024
Published online: 02 Dec 2024 *

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