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Engagement: Datenanreicherung entlang der Customer-Journey

In: Automation von Marketing und Sales für B2B-Unternehmer

Author

Listed:
  • Marc Gasser
  • Laura Mäder

Abstract

Zusammenfassung Ein Unternehmensauftritt mit relevanten Inhalten reicht nicht aus, um als Experte wahrgenommen zu werden. Erst die Interaktion der Zielgruppe mit den Inhalten verleiht der Strategie richtig Schub. Ohne bezahlte Werbung und Performance-Marketing dauert dieser Prozess zu lange. Die Leads müssen zudem regelmäßig – über Monate hinweg – durch personalisierte Inhalte über E-Mail und Webseite angesprochen werden. Durch Lead-Nurturing werden die Leads aktiv in Richtung Beratungsgespräch geführt. In diesem Kapitel geht es um die Themen Performance-Marketing, Lead-Nurturing und Personalisierung.

Suggested Citation

  • Marc Gasser & Laura Mäder, 2022. "Engagement: Datenanreicherung entlang der Customer-Journey," Springer Books, in: Automation von Marketing und Sales für B2B-Unternehmer, chapter 0, pages 87-112, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-36859-3_4
    DOI: 10.1007/978-3-658-36859-3_4
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