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Marketing and Sales Automation

Basics, Implementation, and Applications

Gebonden Engels 2023 9783031200397
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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.


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Introduction.- Part 1: Digital Transformation in Marketing and Sales.- Automation of Repetitive Processes in Marketing and Sales.- Roadmap to Marketing Automation.- Dovetailing of Marketing and Sales Automation.- CRM, CXM and Marketing Automation.- Marketing Automation changes Sales.- Automation and Social Selling.- From 0 to 5-digit-profit in 10 Weeks with conversation-rate-optimized marketing and sales automation.- Part 2: The Customer Side of Marketing and Sales Automation.- On buyers' expectations, buyers' goals and the improvement of the customer experience.- Valid customer data - the foundation for omni-channel marketing.- Account-based Marketing - Much More than a New Automation Trend.- Account-based Marketing with CRM and Marketing Automation.- Marketing Automation and Customer Loyalty.- Marketing Automation in an Industry - The Case of Tobacco Companies.- Influences on automation of marketing and sales in the future.- Part 3: Customer Journey Management.- From E-Mail-Marketing to Lead Management.- Evaluating Touchpoint Performance Along the B2B Customer Journey.- Interaction of lead management and CRM along the customer journey.- Strategies to Increase Lead Quality.- Lead Management Automation Connecting Marketing and Sales.- Integration of Resellers into Lead Management.- Funnel Performance Management.- Customer-led Growth.- Part 4: Beyond Sales and Marketing Automation.- Predictive Intelligence as a Success Factor in B2B-Marketing.- Artificial Intelligence - The Revolution in Marketing.- Application of AI in Customer Experience Management.- The Future of Marketing and Sales Automation.- MSA as Enabler for Reengineering Corporate Communication.

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