Lead-source Difference in B2B Customer journeys

Peiwen Tang; Fei Liu; Danny T Wang; Yijing Li; Flora F. Gu

Lead-source Difference in B2B Customer journeys

Peiwen Tang^*
, Fei Liu
, Danny T Wang
, Yijing Li
, Flora F. Gu

^*Corresponding author for this work

Department of Management, Marketing and Information Systems

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Abstract

This paper examines how different lead sources shape B2B customer journeys by influencing the customers’ transition intensity.

Original language	English
Title of host publication	2026 AMA Winter Academic Conference Proceedings
Subtitle of host publication	Bridging at the Frontiers: Marketing for a World in Transition
Editors	Michael Haenlein, K. Sudhir, Ela Veresiu
Place of Publication	Madrid, Spain
Publisher	American Marketing Association
Pages	906-909
Number of pages	4
ISBN (Print)	9780877570288
Publication status	Published - 13 Feb 2026
Event	2026 AMA Winter Academic Conference - Madrid, Spain Duration: 13 Feb 2026 → 15 Feb 2026 https://www.ama.org/events/academic/2026-ama-winter-academic-conference/

Publication series

Name	AMA Winter Academic Conference Proceedings
Volume	37

Conference

Conference	2026 AMA Winter Academic Conference
Country/Territory	Spain
City	Madrid
Period	13/02/26 → 15/02/26
Other	February 9, Virtual \| February 13-15, Madrid, Spain
Internet address	https://www.ama.org/events/academic/2026-ama-winter-academic-conference/

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being
SDG 9 Industry, Innovation, and Infrastructure
SDG 12 Responsible Consumption and Production

User-Defined Keywords

B2B customer journey
lead source
customer acquisition
CRM

Cite this

Tang, P., Liu, F., Wang, D. T., Li, Y., & Gu, F. F. (2026). Lead-source Difference in B2B Customer journeys. In M. Haenlein, K. Sudhir, & E. Veresiu (Eds.), 2026 AMA Winter Academic Conference Proceedings: Bridging at the Frontiers: Marketing for a World in Transition (pp. 906-909). (AMA Winter Academic Conference Proceedings; Vol. 37). American Marketing Association.

Tang, Peiwen ; Liu, Fei ; Wang, Danny T et al. / Lead-source Difference in B2B Customer journeys. 2026 AMA Winter Academic Conference Proceedings: Bridging at the Frontiers: Marketing for a World in Transition. editor / Michael Haenlein ; K. Sudhir ; Ela Veresiu. Madrid, Spain : American Marketing Association, 2026. pp. 906-909 (AMA Winter Academic Conference Proceedings).

@inproceedings{4158f2b472e445d68231f3924a946e5f,

title = "Lead-source Difference in B2B Customer journeys",

abstract = "This paper examines how different lead sources shape B2B customer journeys by influencing the customers{\textquoteright} transition intensity.",

keywords = "B2B customer journey, lead source, customer acquisition, CRM",

author = "Peiwen Tang and Fei Liu and Wang, \{Danny T\} and Yijing Li and Gu, \{Flora F.\}",

year = "2026",

month = feb,

day = "13",

language = "English",

isbn = "9780877570288",

series = "AMA Winter Academic Conference Proceedings",

publisher = "American Marketing Association",

pages = "906--909",

editor = "Haenlein, \{Michael \} and Sudhir, \{K. \} and Veresiu, \{Ela \}",

booktitle = "2026 AMA Winter Academic Conference Proceedings",

address = "United States",

note = "2026 AMA Winter Academic Conference ; Conference date: 13-02-2026 Through 15-02-2026",

url = "https://www.ama.org/events/academic/2026-ama-winter-academic-conference/",

}

Tang, P, Liu, F, Wang, DT, Li, Y & Gu, FF 2026, Lead-source Difference in B2B Customer journeys. in M Haenlein, K Sudhir & E Veresiu (eds), 2026 AMA Winter Academic Conference Proceedings: Bridging at the Frontiers: Marketing for a World in Transition. AMA Winter Academic Conference Proceedings, vol. 37, American Marketing Association, Madrid, Spain, pp. 906-909, 2026 AMA Winter Academic Conference, Madrid, Spain, 13/02/26.

Lead-source Difference in B2B Customer journeys. / Tang, Peiwen; Liu, Fei; Wang, Danny T et al.
2026 AMA Winter Academic Conference Proceedings: Bridging at the Frontiers: Marketing for a World in Transition. ed. / Michael Haenlein; K. Sudhir; Ela Veresiu. Madrid, Spain: American Marketing Association, 2026. p. 906-909 (AMA Winter Academic Conference Proceedings; Vol. 37).

Research output: Chapter in book/report/conference proceeding › Conference proceeding › peer-review

TY - GEN

T1 - Lead-source Difference in B2B Customer journeys

AU - Tang, Peiwen

AU - Liu, Fei

AU - Wang, Danny T

AU - Li, Yijing

AU - Gu, Flora F.

PY - 2026/2/13

Y1 - 2026/2/13

N2 - This paper examines how different lead sources shape B2B customer journeys by influencing the customers’ transition intensity.

AB - This paper examines how different lead sources shape B2B customer journeys by influencing the customers’ transition intensity.

KW - B2B customer journey

KW - lead source

KW - customer acquisition

KW - CRM

UR - https://46387974.fs1.hubspotusercontent-na1.net/hubfs/46387974/Academic%20Conferences/2026_AMA_Winter_Proceedings.pdf

M3 - Conference proceeding

SN - 9780877570288

T3 - AMA Winter Academic Conference Proceedings

SP - 906

EP - 909

BT - 2026 AMA Winter Academic Conference Proceedings

A2 - Haenlein, Michael

A2 - Sudhir, K.

A2 - Veresiu, Ela

PB - American Marketing Association

CY - Madrid, Spain

T2 - 2026 AMA Winter Academic Conference

Y2 - 13 February 2026 through 15 February 2026

ER -

Lead-source Difference in B2B Customer journeys

Abstract

Publication series

Conference

UN SDGs

User-Defined Keywords

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Cite this