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Der B2B-MarTech 10.000 zwischen Aggregation und Atomisierung

In: Praxishandbuch B2B-Marketing

Author

Listed:
  • Uwe Seebacher

    (FYNEST International)

Abstract

Zusammenfassung Im Zeitraum von 2011 bis 2023 ist die Zahl an verfügbaren Produkten und Lösungen im Umfeld der Vertriebs- und Marketingautomatisierung von 150 auf fast 10.000 explodiert. Dieses Kapitel diskutiert die aktuellen Entwicklungen, beschreibt Vor- und Nachteile aber Risiken von verschiedenen MarTech-Strategien und beschreibt ein für alle Szenarien anwendbares Vorgehensmodell, um sich kosten- und risikominimierend nachhaltig einen Weg durch die sich rasant verändernde Landschaft an MarTech-Lösungen zu bahnen und nicht im Wirrwarr von MarTech-Atomisierung und MarTech-Aggregation zu verzweifeln.

Suggested Citation

  • Uwe Seebacher, 2023. "Der B2B-MarTech 10.000 zwischen Aggregation und Atomisierung," Springer Books, in: Uwe Seebacher (ed.), Praxishandbuch B2B-Marketing, edition 2, pages 149-211, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40037-8_5
    DOI: 10.1007/978-3-658-40037-8_5
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