Marketing and Sales Automation: Basics, Implementation, and Applications (Paperback, 2023)

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.