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Die Wahl der richtigen Marketing-Automatisierungsplattform

In: Praxishandbuch B2B-Marketing

Author

Listed:
  • Mariana Romero Palma

Abstract

Zusammenfassung Die Marketingautomatisierung kann als zentrale Docking-Station dienen, die andere wichtige Marketingtechnologien (MarTechMarTech) zusammenführt, die bis 2020 etwa 8000 Lösungen umfassen. Dies und die Tatsache, dass die Entscheidungsprozesse für Technologie-Investitionen innerhalb von B2B-Organisationen von funktionsübergreifenden Stakeholdern getrieben werden, macht die Wahl der richtigen Marketing-Automatisierungsplattform zu einem Unterfangen, das eine Menge Anpassungsbemühungen und wahrscheinlich eine Neudefinition der Rolle des Marketings innerhalb der Organisation erfordert. Diese Fallstudie zeigt, wie ein mittelgroßes Unternehmen diesen wesentlichen Prozess zum Aufbau der Grundlage für eine nachhaltige MarTech-Stack-Infrastruktur als Teil des Weges zum Predictive Profit MarketingPredictive Profit Marketing erfolgreich eingesetzt hat.

Suggested Citation

  • Mariana Romero Palma, 2021. "Die Wahl der richtigen Marketing-Automatisierungsplattform," Springer Books, in: Uwe Seebacher (ed.), Praxishandbuch B2B-Marketing, pages 639-661, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-31651-8_25
    DOI: 10.1007/978-3-658-31651-8_25
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