Marketing and Sales Automation: Basics, Implementation, and Applications

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
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
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,...
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
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
Part II: The Customer Side of Marketing and Sales Automation
On Buyers´ Expectations, Buyers´ Goals, and the Improvement of the Customer Experience
1 The Apple I, the Apple II ...
2 The iPhone 1 and the Japanese Market
3 Customer Type Research
4 Purchase Expertise and Goals
5 Jobs to Be Done
6 Customer Value
7 Innovation: Necessarily a Trial and Error Process?
8 Disruption Theory and the Voice of the Customer
9 Conclusion
References
Valid Customer Data: The Foundation for Omni-channel Marketing
1 Digital Transformation Sets Customer Data into Focus
2 Customer Data
3 Data Quality Criteria
4 From Content Accuracy to Mission-Critical Quality
5 Data Quality Assessment
6 Ensure Data Quality with the Help of the DQ Scorecard: A Practical Example
7 Summary
References
Account-Based Marketing: Much More Than a New Automation Trend
1 Misconceptions About Account-Based Marketing
2 Automation Within the Scope of the Main ABM Application Areas
2.1 Automation of Marketing Processes
2.2 Retargeting
2.3 Web Page Dynamization
3 The Degree of Automation in ABM Depends on the Strategic Orientation
References
Account-Based Marketing with CRM and Marketing Automation
1 Account-Based Marketing Against the Background of the Digitalization of Marketing and Sales in the B2B Sector
2 Account Management Versus Account-Based Marketing
3 The Process of Account-Based Marketing
3.1 Selection of the Target Customer Area
3.2 Predictive Lead Scoring to Prioritize Target Companies
3.3 Identification of the Target Persons in the Buying Center
3.4 Personalized Customer Approach with Account-Based Marketing and Sales Development
3.5 Measuring the Success of Account-Based Marketing
4 Success Factors of Account-Based Marketing
5 ABM Systems Provider
6 Account-Based Marketing Is More Than Hype
References
Marketing Automation and Customer Loyalty
1 Possibilities of MAS
2 Customer Experience Management and MA
3 Legal Aspects of the MA
4 Conclusion and Outlook
References
Marketing Automation for Tobacco Companies
1 Welcome to the MarTech Arena
2 The Right Toolstack Counts
3 Digital Transformation of Tobacco Operations
4 Best-of-Breed Marketing Automation Toolstacks
5 The Royal Road to the Right Toolstack
6 Push the Button and Go!
References
What Will Massively Influence the Automation of Marketing and Sales in the Future
1 Automation of Marketing and Sales in Drastic Change
1.1 Avatars Drive Marketing and Sales Automation
1.2 Changing Customer Habits Massively Thinning the Mar-Tech-Jungle
1.3 Automation of Marketing and Sales in 5 Years more Radical than in the Last 25 Years
2 Situational Content + Automation = Relevance for Marketing and Sales
2.1 Why Situational Content Marketing (SCM) is Becoming Increasingly Important for Companies
2.2 The Positioning Creates Orientation
3 Circumstances That Will Massively Influence the Automation of Marketing and Sales in the Future
3.1 Opportunities for Marketing and Sales in the Upheaval of Automation
3.2 Three Important Core Areas within Automation Ensure Success
Social Media Always has an Open Ear
Emotionality is the New King of Automation
Situational Content and AI Create Relevance for Automation
3.3 Key Digitization Trends with High potential for Strong Changes in Marketing and Sales Automation
Big Data - Gaining Valuable Knowledge from Unstructured Data and Identifying Predictive Touchpoints
Blockchain Technology: Much More than just Cryptocurrencies
Cloud Computing: Location Independence for Maximum Efficiency
Cognitive Computing: Artificial Intelligence Creates New Freedoms
4 Conclusion and Outlook on the Automation of Marketing and Sales in 2030
References
Part III: Customer Journey Management
From Email Marketing to Lead Management
1 Status Quo of the Use of Email Marketing
2 How Does a Prospect Voluntarily Give Out Their Contact Information?
3 Lead Management as a Bridge from the Anonymous Prospect to the Lead
4 From Lead to Paying Customer Through Lead Nurturing
5 Assessment of the Degree of Maturity by Means of Lead Scoring
6 Cross-Selling and Up-Selling Lead to Increased Sales with Existing Customers
7 Event Nurture Campaign Combines Outbound and Inbound Marketing
8 Conclusion
References
Keep in Touch: Evaluating Touchpoint Performance Along the B2B Customer Journey
1 Change in B2B Buying Behavior
2 The Measurement of Customer Experience
References
Interaction of Lead Management and CRM Along the Customer Journey
1 Alignment of Marketing and Sales
2 Customer Journey Management
2.1 Marketing and Lead Generation
2.2 Lead Scoring and Lead Nurturing
2.3 Sales and CRM
2.4 Service and Customer Support
2.5 Cross-Selling and Up-Selling
Boosting Marketing and Sales Automation´s Effectiveness: Strategies to Increase Lead Quality
1 Introduction
2 Important Elements of Lead Management and Areas to Increase Lead Quality
3 Increasing Lead Quality by Meaningful Lead Scoring
3.1 Strategic Actions
Clear Definition of the Ideal Customer and Lead Stages
Combining Demographic with Behavioral Scoring
Alternatives to Explicit Progressive Lead Profiling
3.2 Tactical Actions
Sort Out ``Spam Leads´´
Distinguish Between ``High-Value´´ and ``Low-Value´´ Behavior for Behavior Scoring
Distinguish Between Active and Passive Leads (Recency)
Include a ``Decay Scoring Model´´ Instead of a ``Reset Scoring Model´´
Define Upper and Lower Limits for Scores
3.3 Feedback Loops Between Marketing and Sales
Measurement of Lead Quality
The Importance of Feedback Loops
Instant Feedback
Strategic Analysis and Feedback Rounds
4 Conclusion
References
Lead Management Automation Unites Marketing and Sales
1 The Compulsion to Automate Lead Management
2 Qualifying Leads Along the Customer Journey
3 Cooperation Through Automation
References
Integration of Sales Partners into Lead Management
1 Opportunity Management in the Channel
2 Challenges in Lead Management with Sales Partners
3 Motivation of the Distributors to Participate in the Lead Management of the Manufacturer
4 Control of the Processing of Leads from the Sales Partners
5 Obtain Sufficient Consent Before Sharing Leads with Channel Partners
6 Sales Partner Contacts Leads as Part of Commissioned Data Processing
Reference
Funnel Performance Management
1 Increasing Challenges for Marketing and Sales
2 The Funnel Is (Still) Alive!
3 Become Successful Through Marketing Automation
References
How Customer-Led Growth Solve Typical Lead Management Problems of B2B Companies
1 Introduction
2 Lack of Customer Knowledge Makes It Difficult to Acquire and Maintain New Customers
3 Why Do Large Gaps Open Up in the Area of Customer Knowledge?
4 Customer-Led Growth Helps Companies Regain Customer Focus
5 How Do Companies Develop the Customer Knowledge Needed for CLG?
6 How Are Customer Insights Operationalized at CLG?
7 Why Is Customer-Led Growth Worthwhile for B2B Companies?
8 Customer-Led Growth Is a Culture Change
References
Part IV: Beyond Sales and Marketing Automation
Predictive Intelligence as a Success Factor in B2B Marketing
1 From Business Intelligence to Predictive Intelligence
2 What Data Is Useful at All?
3 From Transaction Processing to Decision Support Systems
4 Predictive Intelligence for Corporate Planning: The Supreme Discipline of B2B Marketing
4.1 Use Case 1: Short-Term Optimization of Sales or Net Working Capital
4.2 Use Case 2: Medium-Term Market Development
4.3 Use Case 3: Medium- to Long-Term Operational and Strategic Corporate Development
References
Artificial Intelligence: The Revolution in Marketing
1 AI Has Come to Stay
2 Five Reasons Prevent Marketing Managers from Using AI
3 Best Practice China
4 How to Use AI in Marketing with Success
5 Successfully Use AI Without Having to Code Yourself with These SaaS Tools
6 But AI Also Has Limits and Risks
7 Weighing the Options and Tips for the Practical Use of AI with Impact
8 Management Take-Away
References
Application of AI in Customer Experience Management
1 Artificial Intelligence as Critical Success Factor
2 Distinction Between Human and Artificial Intelligence
3 Application of AI Tools Along the Value Chain of a Bank
4 AI Solutions in Customer Experience Management
5 Summary:AI Digitalizes the Business Model of Banks
References
The Future of Marketing and Sales Automation
1 Technological Evolution of Marketing and Sales Automation
2 Understanding Technology in the Context of Human Limitations
3 Shortfalls and Optimization Opportunities of Current Marketing and Sales Automation Solutions
4 MSA Contextual Technology Model
5 Current and Future Technologies Impacting Marketing and Sales Automation
6 Conclusion and Outlook
References
Marketing and Sales Automation as Enabler for Reengineering Corporate Communication
1 Why Do We Need Reengineering Corporate Communication?
2 What Are the Challenges?
3 From Corporate Communication to Corporate Interaction
3.1 The New Eco-systems for Corporate Communication
From the Buyer Journey to the Communication Journey
From the Communication Journey to Communication Personas
With Communication Personas to Communication Touchpoint Management
Touchpoint Management as the Basis for Communication Excellence
From Communication Excellence to Interaction Intelligence
Interaction Intelligence Needs Interaction Automation
With Interaction Automation to Segment-Based Interaction
3.2 The Four-Stage Growth Process
The Approach to Reengineering Corporate Communication
4 The Future HR Stack for A2A Corporate Interaction
5 The Future Corporate Interaction Technology Stack
References