Marketing and sales automation : basics, implementation, and applications / Uwe Hannig, Uwe Seebacher, editors.
This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of...
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| Online Access: |
Full Text (via Springer) |
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| Other Authors: | , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Cham :
Springer,
2023.
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| Series: | Management for professionals.
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| Subjects: |
MARC
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| 245 | 0 | 0 | |a Marketing and sales automation : |b basics, implementation, and applications / |c Uwe Hannig, Uwe Seebacher, editors. |
| 260 | |a Cham : |b Springer, |c 2023. | ||
| 300 | |a 1 online resource (466 p.). | ||
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| 505 | 0 | |a Intro -- Preface -- How to Read This Book? -- How Can This Book Support? -- From ABM to CRO to Predictive Intelligence -- Acknowledgement -- Contents -- Introduction -- 1 The Definitional Starting Position -- 2 Marketing and Sales Automation Is Not an IT Issue -- 3 About the Structure of the Book -- Part I: Digital Transformation in Marketing and Sales -- Automation of Repetitive Processes in Marketing and Sales -- 1 From Automating to Automation -- 2 Investments in MarTech and Sales IT Are Imperative -- 3 The Road to Automation -- 4 Automation Pays Off | |
| 505 | 8 | |a 5 Automation Will Come from the Cloud in the Future -- References -- Roadmap to Marketing Automation -- 1 Setup, Scoping, and Readyness -- 2 Buyer Persona and Customer Journey -- 3 Inbound Search Engine Optimization -- 4 Content Marketing and Digital Strategy -- 5 Lead Management Concept -- 6 Marketing Automation Setup -- 7 Agile Realization -- References -- Dovetailing of Marketing and Sales Automation -- 1 Digitalization Is Changing Procurement Behavior Permanently -- 2 The Marketing Automation Opportunity -- 3 Getting Started with Sales Automation in B2B Sales Organizations -- References | |
| 505 | 8 | |a CRM, CXM, and Marketing Automation -- 1 From CRM 0.0 to CRM 4.0 -- 2 Lead Management with Sales and Marketing Automation Software -- 3 Future Developments and Challenges -- References -- Marketing Automation Changes Sales -- 1 Man Versus Machine -- 2 Marketing Automation Platforms/PreSales Automation Platforms -- 3 Challenges in Sales -- Definition: Waterhole Strategy (Source: ``Digitalisierung in Marketing und Vertrieb, ́́Wasserloch-Strategie,Norbert Schuster, ... -- Definition: Green Banana Effect (Source: ``Digitalisierung in Marketing und Vertrieb,́́Grüne Bananen Effekt, Norbert Schuster,... | |
| 505 | 8 | |a Definition: Sales fast lane -- 4 The Strategy Process -- References -- Automation and Social Selling, Can It Work? -- 1 The Specific Features of Sales and Marketing in a B2B Environment -- 1.1 Business to Consumer (B2C) Businesses -- 1.2 Business to Business (B2B) Businesses -- 2 How Social Selling Works -- 3 Basic Functions of LinkedIn and Its Regulation -- 3.1 LinkedIn Regulations Regarding the Use of Bots or Third-Party Software -- 4 Solutions and Software Where Automation Makes Sense -- References | |
| 505 | 8 | |a From 0 to 5-Digit-Profit in 10 Weeks with Conversion-Rate-Optimized Marketing and Sales Automation -- 1 From SEO to RoS with CRO -- 2 CRO at a Glance -- 3 What Do Consider for CRO Strategies and Tactics -- 4 How to Develop CRO Texts! -- 5 How to Identify CRO Images! -- 6 What You Need to Know About CRO Landing Pages! -- 7 How to Gain More Leads with Optimized Forms! -- 8 Testing Is Everything! -- 9 The Minimal Fashion Project -- 10 The Products -- 11 The Case Study TechStack -- 12 The Challenge -- 13 The Process -- 14 The Results -- 15 What the Minimal Fashion Has Shown! -- References | |
| 500 | |a Part II: The Customer Side of Marketing and Sales Automation | ||
| 520 | |a This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience. | ||
| 588 | 0 | |a Online resource; title from PDF title page (SpringerLink, viewed May 12, 2023). | |
| 650 | 0 | |a Marketing |x Data processing. | |
| 650 | 0 | |a Sales management |x Data processing. | |
| 700 | 1 | |a Hannig, Uwe. | |
| 700 | 1 | |a Seebacher, Uwe G. | |
| 776 | 0 | 8 | |i Print version: |a Hannig, Uwe |t Marketing and Sales Automation |d Cham : Springer International Publishing AG,c2023 |z 9783031200397 |
| 830 | 0 | |a Management for professionals. | |
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