Marketing Automation: Exploring the Process Model for Implementation

Lutz Klaus ()
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Lutz Klaus: Marketing ROI Experts

Chapter 9 in B2B Marketing, 2021, pp 229-245 from Springer

Abstract: Abstract Once the decision has been made to invest in marketing automation, the necessary framework conditions should be created for its optimal use. The introduction has cross-departmental effects and only through coordinated action can the maximum potential be tapped. It is not just a question of software, but of the strategic reorientation of the company. This chapter provides an overview of accompanying measures that should be implemented independently of the selected technology provider. It describes the central role that use cases play, what the organization should look like and how they ensure adoption by all stakeholders. The aim is to prepare all stakeholders in the best possible way, including a description of the relevant processes, so that everything is in place for the successful operation of the technology. Depending on the size of the company and the information already available, the six steps can ideally be implemented in 6 months. If operations are already running, the process model can be used for optimization. The purely technical implementation including integration with the CRM system and the website is not covered. This requires close cooperation with experts from the selected provider or technical implementation partner. In the end, frequent mistakes in practice are shown and how they can be avoided.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_9

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