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Account-Based Marketing with CRM and Marketing Automation

In: Marketing and Sales Automation

Author

Listed:
  • Klaus Heinzelbecker

    (Institute for Sales and Marketing Automation (IFSMA))

Abstract

In Germany, digitization in companies is closely associated with the term Industry 4.0. Accordingly, the focus is primarily on application areas in production and logistics (Dirks & Rohleder, 2016, p. 6). According to a Bitkom survey, four out of five German companies now have a digitization strategy (Berg, 2018), but only around half have a digitization strategy for marketing and sales (Hannig et al., 2019b, p. 16).

Suggested Citation

  • Klaus Heinzelbecker, 2023. "Account-Based Marketing with CRM and Marketing Automation," Management for Professionals, in: Uwe Hannig & Uwe Seebacher (ed.), Marketing and Sales Automation, pages 189-212, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-20040-3_12
    DOI: 10.1007/978-3-031-20040-3_12
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