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Realitäts-Check Marketing-Automatisierung B-to-B

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  • Grimm, Sebastian

Abstract

Meisterplan ist eine seit drei Jahren im Markt befindliche SaaS-Lösung für das Projekt Portfolio und Ressourcenmanagement. Im Jahr 2015 wurde der gesamte Lead-Verfolgungsprozess für Meisterplan automatisiert. Dabei wurde die Notwendigkeit der Marketing-Automatisierung im B-to-B-Bereich in der Realität überprüft und aufgezeigt. Was ein B-to-B-Unternehmen aktuell an Funktionen und Nutzen von einer Marketing-Automatisierung erwarten kann, wo es Schwerpunkte setzen sollte und wie das mit den existierenden Systemen umgesetzt werden kann.

Suggested Citation

  • Grimm, Sebastian, 2016. "Realitäts-Check Marketing-Automatisierung B-to-B," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(4), pages 64-71.
    • Handle: RePEc:zbw:hsgmrs:275865
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