A Study on the Effectiveness of Digital Lead Generation in B2B Manufacturing: A Study with Reference to STM Plastic

This study examines the effectiveness of digital lead generation strategies in the B2B manufacturing sector, with special reference to STM Plastic. The research analyses how digital platforms such as Meta, Google, and LinkedIn contribute to business enquiry generation using a structured funnel-based approach. The study is based on primary data derived from digital campaign performance and supported by secondary sources. The findings reveal that Meta generates the highest lead volume (41%), while LinkedIn produces higher-quality leads (67%) and Google captures high-intent users (55%). The results also indicate a strong positive correlation (0.72) between website engagement and lead conversion. However, challenges such as low lead relevance and funnel drop-offs persist. The study concludes that an integrated digital marketing strategy significantly enhances both lead quality and conversion effectiveness in B2B manufacturing.