From static to conversational: The role of landing pages and chatbots in B2B lead generation

IF 9.8 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-09-08 DOI:10.1016/j.jbusres.2025.115681

Giuliana Isabella , Marcos Inácio Severo de Almeida , Fábio Melo Duran , Colin Gabler

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引用次数: 0

Abstract

This research investigates the effectiveness of WhatsApp-based chatbots versus traditional landing pages for Business-to-Business lead generation. Through two field experiments with over 16,000 participants, we demonstrate that chatbots generate significantly more leads of higher quality than conventional landing pages. Drawing on theories of interactivity and perceived personalization, we explain how chatbots foster stronger customer engagement through enhanced responsiveness and tailored interactions. Additional in-depth interviews with B2B managers reveal three key drivers of chatbot preference: responsiveness, perceived security, and personalized experiences. However, chatbot effectiveness seems to be moderated by purchase complexity, desire for control, and cultural practices. This study offers a comprehensive process-based framework that elucidates potential mediators and moderators of chatbot performance in B2B contexts, offering actionable insights to optimize automated customer interactions in the early stages of the B2B customer journey.

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从静态到对话：登陆页面和聊天机器人在B2B潜在客户生成中的作用

这项研究调查了基于whatsapp的聊天机器人与传统登陆页面在企业对企业潜在客户生成方面的有效性。通过两个超过16000名参与者的现场实验，我们证明了聊天机器人比传统的登陆页面产生更多的高质量的潜在客户。根据互动性和感知个性化理论，我们解释了聊天机器人如何通过增强响应性和量身定制的互动来促进更强的客户参与度。对B2B经理的深入访谈揭示了聊天机器人偏好的三个关键驱动因素：响应能力、感知安全性和个性化体验。然而，聊天机器人的有效性似乎受到购买复杂性、控制欲望和文化习俗的影响。本研究提供了一个全面的基于流程的框架，阐明了B2B环境中聊天机器人性能的潜在中介和调节者，为优化B2B客户旅程早期阶段的自动化客户交互提供了可操作的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.