Marketing-Automation

Digitalization, the internet, and social media platforms have drastically changed customer search behavior and decision-making processes. Whether in B2B or B2C markets, people today buy differently. This book reveals the prime opportunities for acquiring new customers and managing existing ones. By combining automated processes with personal expertise, lasting business relationships are built, profitable additional sales are generated, and new customers are won. The pull effect of the waterhole strategy developed by Norbert Schuster ensures high customer loyalty and significant additional business.

The book is aimed at anyone looking to increase their revenue through marketing automation. Readers will receive fresh, smart insights for significantly improved lead development, new and existing customer management, cross-selling and up-selling, B- and C-customer care, as well as referral marketing and customer recovery. The key added value is that every business can be operated better with digital support.

Contents:

• Customer care and existing customer business
• Preparations for marketing automation
• Marketing automation in detail
• Personas, touchpoints, and buyer journeys
• Content marketing in the context of marketing automation
• Modern lead management
• Enhancing sales efficiency
• Monitoring, measuring, and optimizing
• The automated referral business
• Customer recovery through automated processes

New in the 2nd edition: Lead generation, new customer acquisition, existing customer revenue.