Hannig / Seebacher Marketing and Sales Automation

Basics, Implementation, and Applications
1. Auflage 2023
ISBN: 978-3-031-20040-3
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 472 Seiten, eBook

Reihe: Management for Professionals

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.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Hannig, Uwe

Seebacher, Uwe

Inhaltsverzeichnis

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-Marketingto 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.

Über Autor(innen)

Uwe Hannig is head and academic director of the Institute for Sales and Marketing Automation (IFSMA, Germany). He is a professor of information and performance management and has many years of experience in sales and marketing in theory and practice. In 1994, Prof. Hannig was appointed Professor of Business Administration and Statistics at Ludwigshafen University of Applied Sciences (Germany), and since 2000, he has been Professor of Information and Performance Management. He has developed several MBA programs as well as certificate programs for various universities and helped establish two business schools, of which he was managing director and academic director, respectively. While still a student, Prof. Hannig founded a software services company. He was managing director and supervisory board member in several companies from different industries. In 1995, he founded the non-profit Institute for Management Information Systems e.V. (IMIS), of which he is the chairman of the board. Uwe Seebacher  is a methods and structural scientist. He holds a doctorate in economics and business administration and is Professor for Predictive Intelligence at the University of Applied Sciences Munich and Professor for Marketing and Communications at the University of Applied Sciences for Marketing and Communication at Vienna. He has more than 30 years of experience as a business angel and investor, consultant, leader but also entrepreneur in the media, manufacturing, and service industries. He is a popular key note speaker and panelist. He has authored more than 50 books in many leading publishing houses, such as „Reengineering Corporate Communication“ (Springer Cham 2022), “Assets-as-Service” (Springer Gabler 2021), “Data-driven Management” (Springer Gabler 2021), "Predictive Intelligence for Managers" (Springer 2021), "B2B Marketing Guidebook" (Springer 2021), "Marketing Resource Management" (AQPS 2021), "Leadership Development" (Linde 2006) or "Template-based Management (Springer 2020) or “European Human Resource Management” (HBM 2009). For his innovative concepts and initiatives, e.g., with Allianz, the European Union, the Austrian Federal Economic Chamber, Bayer Leverkusen, and BASF, he received various awards, such as the Diskobolos Innovation Award of the European Chamber of Commerce and the 2016 Export Award of the Austrian Federal Economic Chamber.