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Praxisbeispiel Swisscom - Vom Produktmarketing zum B-to-B Lead Management: Praxis-Erfahrungen von Swisscom auf dem Weg zu Marketing Automation

Author

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  • Schwarz, Marc
  • von Deschwanden, Angela

Abstract

Die Anforderungen an das B-to-B-Marketing haben sich in den letzten Jahren grundlegend verändert. Ein immer größerer Teil des Kaufentscheidungsprozesses findet online statt. Ein persönlicher Kontakt mit einem Anbieter erfolgt oftmals erst, wenn über 60 Prozent des Kaufprozesses abgeschlossen sind. Mittels relevanten Inhalten gilt es daher, in der frühen Kaufphase des Kunden präsent zu sein, potenzielle Interessenten als Leads zu identifizieren, diese über den gesamten Kaufprozess weiter zu entwickeln und schließlich zur richtigen Zeit dem Account Management zu übergeben, um den Vertrag abzuschließen.

Suggested Citation

  • Schwarz, Marc & von Deschwanden, Angela, 2016. "Praxisbeispiel Swisscom - Vom Produktmarketing zum B-to-B Lead Management: Praxis-Erfahrungen von Swisscom auf dem Weg zu Marketing Automation," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(4), pages 46-55.
    • Handle: RePEc:zbw:hsgmrs:275863
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