Marketing Automation & Lead Management

Introduction

• Introduction of marketing automation and modern lead management.
• The changes in the customer journey/purchase process.
• Marketing/sales cooperation - sales alignment.

Inventory/analysis

• Your challenges.
• Customer and market structures.
• Target scenarios: Leads, cross-selling and up-selling sales, etc.

Strategy Canvas Marketing Automation/Lead Management

• Digitalization in marketing and sales.
• Combination of inbound marketing and outbound activities.

Customer profiling:

• Desired customer profiling/"deep buyer persona profile".
• Customer journey analysis.

Content Marketing

• Audit.
• Concept.
• Distribution.

Touchpoint optimization

• Inbound Marketing.
• Outbound Marketing.

Automated development processes

• Automated lead/customer processes (nurturing).
• Qualification of customers in the automation process - lead scoring.
• Profile building with progressive profiling.
• Lead routing: transfer of leads to the sales department.
• Optimal lead/customer support in sales.

Measure and optimize

Implementation

• Interaction and integration of systems: marketing automation, CRM, CDP, etc.
• Tips for implementation in practice.