Harnessing marketing automation for b2 b content marketing
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This study examines how a company harnessed marketing automation to improve its B2B content marketing and generate high-quality sales leads. The case study demonstrates how the company used behavioral targeting and content personalization through marketing automation to engage customers at different stages of the buying process. By integrating content marketing strategies with marketing automation and sales processes, the company was able to expedite lead qualification and increase efficiency by overcoming a cumbersome selection process for prospects.
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These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics.
The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system.
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Bus169 Kotler Chapter 14
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2. Customer relationship marketing can be enhanced through direct and digital marketing techniques like one-to-one marketing, direct marketing, and e-marketing.
3. A digital knowledge base with frequently asked questions and solutions helps customers do business with the firm through reduced costs and efforts.
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Marketing mix | A marketing mix typically involves
Eplaination of marketing and the types of marketing. Like Direct marketing, Cause marketing,Database marketing, International Marketing, Digital marketing, Geomarketing and Visual marketing
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Data Mining Concepts with Customer Relationship Management
Data mining is important in creating a great experience at e-business. Data mining is the systematic way of extracting information from data. Many of the companies are developing an online internet presence to sell or promote their products and services. Most of the internet users are aware of on-line shopping concepts and techniques to own a product. The e-commerce landscape is the relation between customer relationship management (sales, marketing & support), internet and suppliers.
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Data mining techniques are widely used in various areas of marketing management for extracting useful information.Particularly in a business-to-customer (B2C) setting, it plays an important role in customer segmentation. A retailernot only tries to improve its relationship with its customers,but also enhances its business in a manufacturer-retailer-consumer chainwith respect to this information.Although there are various approaches for customer segmentation, we have used an analytic hierarchical process based data mining technique in this regard. Customers are segmented into six clusters based on Davis-Bouldin (DB) index and K-Means algorithm.Customer lifetime value (CLV)along four dimensions, viz., Length (L), Recency(R), Frequency (F) and Monetary value (M) are considered for these clusters. Then, we apply Saaty’s analytical hierarchical process (AHP) to determine the weights of these criteria, which in turn, helps in computing the CLV value for each of the clusters and their individual rankings. This information is quite important for a retailer to design promotional strategies for improving relationship between the retailer and its customers. To demonstrate the effectiveness of this methodology, we have implemented the model, taking a real life data-base of customers of an organization in the context of an Indian retail industry.
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Harnessing marketing automation for b2 b content marketing
- 1. Electronic business Harnessing marketing automation for B2B content marketing Prof : Dr. Zareie By : Mahsa Asgari
- 2. Harnessing marketing automation for B2B content marketing
- 3. Harnessing marketing automation for B2B content marketing This study investigates the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes. The results of this single case study demonstrate the use of marketing automation to generate high quality sales leads through behavioral targeting and content personalization.
- 4. B2B digital content marketing “B2B digital content marketing involves creating, distributing and sharing relevant, compelling and timely content to engage customers at the appropriate point in their buying consideration processes, such that it encourages them to convert to a business building outcome.”
- 5. Objectives of study 1.It advances knowledge on the organizational processes of B2B content marketing in terms of creating and delivering timely and valuable content based on customer needs. 2.The study examines ways in which content marketing strategies may be combined with B2B selling processes via marketing automation and the benefits and challenges of such an approach.
- 6. Objectives of study 3.The study contributes to ongoing discussions on marketing and sales alignment in the B2B sector by illustrating ways in which marketing and sales systems may be integrated through advancements in IT.
- 7. Marketing automation Marketing automation exploits both active and passive means of learning about potential buyers. Active approaches involve directly asking questions, and passive approaches involve utilizing information on past transactions or clickstream data (Montgomery & Srinivasan,2003).
- 8. Sales funnel framework. (adapted from D'Haen & Van den Poel, 2013)
- 10. Discussion • Content marketing serves as an effective means of attracting suspects who are motivated to identify themselves. •The study also showed that integrating content marketing and marketing automation efforts can generate high-quality sales leads and increase efficiency levels by overcoming a cumbersome selection process for prospects.
- 11. Discussion • Behavioral tracking of marketing automation expedites the lead qualification process by signaling prospect interest in particular products, which is often considered to be the most important element of genuine purchase intentions. • This finding corroborates evidence that lead qualification can be supported by web data and through the use of its tools. • The study presents a novel illustration of a marketing and sales process wherein marketing and sales efforts are coordinated as two facets of the same funnel (i.e., a marketing and sales funnel).