20.500.12556/DKUM-98931 Upravljanje potencialnih strank v rešitvi Salesforce Lead Management in Salesforce Upravljanje potencialnih strank je danes eno izmed najpomembnejših področij digitalnega marketinga, saj neposredno vpliva na sposobnost podjetja, da pridobiva nove stranke in povečuje prihodke. Magistrsko delo obravnava celoten proces upravljanja potencialnih strank, od pridobivanja in kvalifikacije do nagovarjanja in konverzije, ter ga umešča v širši kontekst digitalnega marketinga in sodobnih CRM-rešitev. Teoretični del magistrskega dela predstavlja področje digitalnega marketinga, njegov zgodovinski razvoj, ključne digitalne kanale in vpliv regulatornih sprememb, zlasti GDPR, na prakse zbiranja in obdelave podatkov. Osrednji del je posvečen procesu upravljanja potencialnih strank, pri čemer so podrobno obravnavane metode pridobivanja, pristopi k nagovarjanju, pomen hitrosti odziva in personalizacije ter merjenje učinkovitosti s ključnimi kazalniki uspešnosti. Ugotovljeno je, da je uspešna konverzija potencialnih strank neposredno odvisna od prepoznavanja faze v prodajnem lijaku in od ustreznega pravočasnega nagovarjanja. Rešitev Salesforce je predstavljena kot vodilna CRM-rešitev, ki pokriva celoten proces upravljanja potencialnih strank, od zajema prek spletnih obrazcev do naprednega točkovanja z UI in analitike prek nadzornih plošč. Posebno poglavje je namenjeno upravljanju potencialnih strank v bančništvu, ki je specifična industrija z visoko reguliranostjo, nadpovprečno zvestobo strank in vse večjim pritiskom neobank. Empirični del magistrskega dela vključuje analizo odzivnosti petih največjih slovenskih bank na spletna povpraševanja za potrošniški kredit, izvedeno z metodo skrivnega kupca. Ugotovitve kažejo, da med bankami nastajajo velike razlike tako v času odzivnosti kot v številu kontaktnih točk. Lead management is one of the most important areas of digital marketing today, as it directly affects a company's ability to acquire new customers and increase revenue. This master's thesis examines the end-to-end lead management process, from lead generation and qualification to nurturing and conversion, and places it within the broader context of digital marketing and modern CRM solutions. The theoretical part presents the field of digital marketing, its historical development, key digital channels, and the impact of regulatory changes, particularly the GDPR, on data collection and processing practices. The central part of the thesis focuses on the lead management process, covering methods of lead generation, approaches to lead nurturing, the importance of response speed and personalisation, and the measurement of performance through key performance indicators. The research finds that successful lead conversion depends directly on identifying the stage of the sales funnel in which the lead is located and on timely, appropriate communication. Salesforce is presented as the leading CRM platform that covers the entire lead management process, from web-to-lead capture and AI-powered lead scoring to performance analytics through customisable dashboards. A dedicated chapter addresses lead management in the banking sector, which is characterised by strict regulation, above-average customer loyalty, and growing pressure from neobanks. The empirical part of the thesis includes an analysis of the responsiveness of five major Slovenian banks to online enquiries about personal loans, conducted using the mystery shopping method. The findings show that significant differences emerge between banks both in response time and in the number of touchpoints. Digitalni marketing potencialne stranke CRM-rešitev Salesforce bančništvo digital marketing lead management CRM Salesforce solutions banking true true false A. Sobočan] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-07-19 18:09:53 2026-09-25 12:02:13 2026-09-26 03:10:39 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.77:339.13 292518659 MAG_Sobocan_Anita_2026.pdf MAG_Sobocan_Anita_2026.pdf 1 F1B007057026449520B611958181B542 4381c23094e9aaf67ab88cca4e0429380d5e3a410588ead41ee94ed1e7c051f6 fbc43302-ac5b-11f1-9c32-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211989 Ekonomsko-poslovna fakulteta 0 0 0