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Implementation of marketing automation : the impact in B2B companies
Romero, mauricio a. martinez, master thesis.
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de Visser, Emma
Creativity and the Implementation of Marketing Automation
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| Keywords | Creativity, digital marketing, marketing automation, B2B company, creative agency, implementation process |
| Thesis Advisor | Pauwels, Pamela, Brodin, A.K. |
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| Citation | . . Retrieved from http://hdl.handle.net/2105/61700 |
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The significance of Marketing Automation for Business to Business Organizations. Master's thesis.
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UNITesi Università Politecnica delle Marche
The aim of the thesis is to shed light on the phenomenon of marketing automation in an in-depth and detailed manner. We will try to understand what are the elements and factors that are at the basis of its success, using the studies carried out over the years and retracing its evolution documented in literature. After having deepened the elements that are at the basis of a marketing automation strategy, we will examine in detail all the steps necessary for its implementation. The work will be enriched by the study of a business case study, in which the experience of an Italian SME operating in B2B will be analyzed. The first chapter aims to contextualize the work done with a brief overview of the importance of data in modern business strategies, and how they have fuelled the phenomenon of data-driven marketing. After reporting the definitions that have been attributed to the term "Marketing Automation" over the years by various scholars, the main characteristics that identify today's concept of MA will be presented, going to analyze what are the growth trends and what is the current degree of penetration of technology in the market. After a nod to the main players and vendors in the industry will be listed the objectives that are pursued with the implementation of a strategy of MA, analyzing the benefits, as well as the positive impacts on resources and business processes, and finally identified the critical issues that arise. In the second chapter an in-depth analysis of the context in which MA strategies are developed will be carried out. In particular, the role that inbound marketing plays in the creation of a digital strategy will be analyzed, and then the essential elements for its functioning will be analyzed individually: content, copy and e-mail. The focus in the third chapter will be to analyze every single phase that makes up the implementation process of the marketing automation strategy, starting from the definition of objectives to the identification of Key Performance Indicators (KPIs) that measure their degree of achievement. During the discussion, numerous issues that emerge from the implementation phases will be examined in depth. Starting from the identification of buyer persons, the importance of the correct implementation of a customer journey in strategic terms will be addressed; this will be followed by in-depth analysis of the channels that generate visibility and traffic for the company, and then talk about the most relevant content and tools for lead generation. Only after having understood the preliminary phases of a marketing automation strategy will be presented the processes that allow to cultivate relationships with leads in order to transform them from mere cold contacts to hot contacts ready to buy. The chapter will end with an overview of the main metrics that allow to monitor the results resulting from the implementation of an MA strategy. In chapter 4 will be presented the case study carried out at an Italian SME: Diasen. The aim will be to shed light on the strategies implemented by the company in the field of digital marketing, trying to bring out the distinctive features and peculiarities that have distinguished the company during the implementation process of MA. Through the case study we also want to highlight the objectives, benefits and critical issues that have emerged in the company. The case study will conclude with a comment on the MA strategies implemented by the company and will provide some insights for the future.
L'obiettivo della tesi è quello di far luce in maniera approfondita e dettagliata sul fenomeno della marketing automation. Si cercherà di comprendere quali sono gli elementi e i fattori che sono alla base del suo successo avvalendosi degli studi compiuti nel corso degli anni e andando a ripercorrere la sua evoluzione documentata in letteratura. Dopo aver approfondito gli elementi che sono alla base di una strategia di marketing automation, verranno esaminate nel dettaglio tutte le fasi necessarie alla sua implementazione. Il lavoro sarà arricchito dallo studio di un caso aziendale, nel quale si analizzerà l’esperienza di una PMI italiana operante nel B2B. Il primo capitolo si pone l’obiettivo di contestualizzare il lavoro svolto con una breve panoramica sull’importanza che rivestono i dati nelle moderne strategie aziendali, e di come questi abbiano alimentato il fenomeno del data-driven marketing. Dopo aver riportato le definizioni che sono state attribuite al termine “Marketing Automation” nel corso degli anni dai vari studiosi, verranno presentate le caratteristiche principali che identificano l’odierno concetto di MA, andando ad analizzare quali sono i trend di crescita e qual è l’attuale grado di penetrazione della tecnologia nel mercato. Dopo un cenno agli attori e ai vendor principali del settore verranno elencati gli obiettivi che si perseguono con l’implementazione di una strategia di MA, analizzandone i benefici, nonché gli impatti positivi sulle risorse e sui processi aziendali, ed infine individuate le criticità che ne derivano. Nel secondo capitolo verrà svolto un approfondimento sul contesto in cui si sviluppano le strategie di MA. In particolar modo si analizzerà il ruolo che svolge l’inbound marketing nella creazione di una strategia digitale, per poi approfondire singolarmente gli elementi indispensabili per il suo funzionamento: contenuto, copy ed e-mail. Il focus nel terzo capitolo sarà quello di analizzare ogni singola fase che compone il processo di implementazione della strategia di marketing automation, partendo dalla definizione degli obiettivi fino ad arrivare all’identificazione dei Key Performance Indicator (KPI) che ne misurano il loro grado di raggiungimento. Durante la trattazione verranno approfondite numerose tematiche che emergono dalle fasi implementative. Partendo dall'identificazione delle buyer personas si affronterà l’importanza che riveste la corretta realizzazione di una customer journey in termini strategici; seguiranno approfondimenti sui canali che consentono di generare visibilità e traffico per l’impresa, per poi parlare dei contenuti e gli strumenti più rilevanti per la lead generation. Solo dopo aver compreso le fasi preliminari di una strategia di marketing automation verranno presentati i processi che consentono di coltivare le relazioni con i lead al fine di trasformarli da meri contatti freddi a contatti caldi pronti all’acquisto. Il capitolo si concluderà con una panoramica sulle principali metriche che consentono di monitorare i risultati derivanti dall'attuazione di una strategia di MA. Nel capitolo 4 verrà presentato lo studio di caso effettuato presso una PMI italiana: la Diasen. L’obiettivo sarà quello di far luce sulle strategie messe in atto dall’impresa in ambito di digital marketing, cercando di far emergere i caratteri distintivi e le peculiarità che hanno contraddistinto la realtà aziendale durante il processo di implementazione della MA. Attraverso il caso studio si desidera, inoltre, evidenziare gli obiettivi, i benefici e le criticità emerse in azienda. Il caso si concluderà con un commento sulle strategie di MA messe in atto dall’azienda e fornendo alcuni spunti di analisi per il futuro.
La Marketing Automation: il Caso Diasen
Pollastri, valerio, scheda breve scheda completa scheda completa (dc).
| File | Dimensione | Formato | |
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| Tesi Magistrale - Marketing Automation - Valerio Pollastri -1071730.pdf Open Access dal 06/06/2022 | 2.47 MB | Adobe PDF |
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ABSTRACT Author: Tuomas Immonen Title: The effects of marketing automation on a company's business Faculty: School of Business and Management Major: International Marketing Management Year: 2022 Master's Thesis: Lappeenranta-Lahti University of Technology, LUT 81 pages, 5 figures, 5 tables and 1 appendices
ABSTRACT Author: Juliana Tobon Title: Marketing Automation Adoption in B2B Companies Faculty: LUT School of Business and Management Major: International Marketing Management Year: 2017 Master's Thesis: Lappeenranta University of Technology, 111 pages, 14 figures, 4 tables, 3 appendices
Master's thesis Marketing automation as an enabler in B2B: A study from customer retention perspective Pham Thi Hong Van, 2017 1st Supervisor/Examiner: Professor Sanna-Katriina Asikainen ... 5.3 Marketing automation's functionalities and their benefits 66 5.3.1 Campaign management 68 5.3.2 Analytics 70 5.3.3 Integration 71
is apparent, as is the case for marketing automation in this thesis. Third, recommendations based upon the theory and the empirical findings will be developed and presented to the companies as points of future consideration. The fourth contribution, presenting objectives for future research, will conclude the thesis.
According to the study of Phatak et al. (2020), companies who implemented marketing automation systems to support their growth and development reached 451 percent in-crease in qualifying leads, 14.5 percent growth in sales activity, and 12 percent decrease in marketing costs.
Lead nurturing. According to a recent study on B2B marketing automation usage (Holger Schulze 2013), 64% of the 900 respondents saw generating more and better leads as the most important benefit of marketing automation. More specifically, 48% saw lead nurturing as the most important feature of marketing automation.
Marketing Automation & Business Transformation The challenges with implementing marketing automation Master's Thesis Name: Dora Szucs Program: MSc in Social Sciences in Organizational Innovation and Entrepreneurship Hand-in date: 2016-05-30 Supervisor: Robin Holt Number of pages: 79 Number of characters: 139.427 Copenhagen Business School, 2016.
RFM analysis is a technique used to identify and target the best customers based on their recency, frequency, and monetary totals. It is a marketing technique that uses numerical scores to rank and group customers. RFM analysis scores customers on a scale from 1 to 5, with 5 being the highest.
Marketing automation is a technology that automates repetitive marketing tasks and provides a solution for lead generation, customer engagement, visualisation of results, among other. It is a relatively new concept that has created noise in the Business-to-Business (B2B) sector due to its capabilities in marketing and sales.
a lack of research in the existing literature about marketing automation and more specifically in how marketing automation can affect the buying decision by raising brand awareness. Therefore, this thesis aims to examine how marketing automation affects the buying decision through brand awareness and external branding.
artificial intelligence, automation, business, digital marketing, future, machine learning, technology. ABSTRACT ... This thesis aims to explore the various impacts of AI in marketing in the modern world. The key questions that the author considers in this thesis are: What is the impact of AI on marketing sector? ...
Little research is done on marketing automation (Ioana 2016). Järvinen & Taiminen (2016) point out that not much is known about how B2B companies can utilize marketing automation in different parts of sales process. This thesis addresses this research gap by conducting a case study on marketing automation implementation in a B2B company.
Marketing automation encompasses several benefits: For half of the companies surveyed, it saves time on repetitive tasks andpersonalized communication. For 45 percent, it increases efficiency and the return on investment (ROI) in marketin. For 39 percent, it g leads to higher lead quality, and for over one-third, it results in more leads or con-
de Visser, Emma. (2022, March 31). Creativity and the Implementation of Marketing Automation.Marketing Management.Retrieved from http://hdl.handle.net/2105/61700
facilitates automation of marketing activities. It was equally revealed that integrated marketing online effectiveness can be measured using a number of metrics including consumer interaction on site, number of repeated visit, sales volume and profits among ... 1.6 Structure of thesis ...
The marketing automation survey was conducted online, and it was planned based on the theory part exhibited in this thesis and marketing automation supplier Marketo's recommendations. The survey's purpose is to evaluate the respondent's target group, marketing practices, technologies, and marketing and sales resources.
Abstract. The aim of the thesis is to shed light on the phenomenon of marketing automation in an in-depth and detailed manner. We will try to understand what are the elements and factors that are at the basis of its success, using the studies carried out over the years and retracing its evolution documented in literature.
This thesis was commissioned by Glaston Finland Oy. Thesis aims to study how to use inbound marketing and how company is implementing marketing automation tool to support their sales. Glaston is an industry-leading company committed to delivering technologies and services for the manufacturing of the high quality heat-treated glass.
Marketing automation improves customer experience, saves time by relieving the daily tasks such as posting messages and sending emails, ensures consistency because same activities will generate ...
Also, marketing automation and its features are not discussed extensively, rather a feature within it was focused - email marketing - as it is considered as the context where personalization occurs whereas marketing automation is considered as the enabler of personalization. 1.4. Methodology A qualitative research method is applied for this study.
The master's thesis is preferably written in English. If your excitement is sparked by exploring the potential of video generation in marketing campaigns, please get in touch with. en [email protected] Literature:Jansen, T. Heitmann, M., Reisenbichler, M. & Scheidel, D. A. (2023). Automated Alignment: Guiding Visual ...
ion: Case Vaisala. ear: 2016Place: LappeenrantaMasters' Thesis. Lappeenranta Universit. rketing and sales funnel, Lead, personalization,This study is aimed at Marketing Automation, the creation of framework for the adaptation of it, and the utilizatio. of it to manage the marketing and sales funnel. The st.
Thesis Marketing Automation - Free download as PDF File (.pdf), Text File (.txt) or read online for free. Crafting a thesis on Marketing Automation is a challenging process that requires extensive research, understanding of complex concepts, and meticulous attention to detail. Seeking professional assistance from experienced writers and researchers can help make the daunting task of thesis ...