Linked e-resources
Details
Table of Contents
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
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,??Grne 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
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,??Grne 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