Marketing and Sales Automation : Basics, Implementation, and Applications

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-Marketing to 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.