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In Pursuit of a Scalable Channel Optimization in B2B

In: Digital Marketing in the Automotive Electronics Industry

Author

Listed:
  • Eric Siegel

    (Infineon Technologies AG)

  • Uli Schneider

    (Infineon Technologies AG)

Abstract

Many companies have a high desire to remain competitive and jumped on the bandwagon of “digital marketing” in hopes of capitalizing on the ever-present cyber gold rush of the modern era. However, they often fail to take the time to truly reflect on whether they are ready or fully understand what it means to make a successful digital transformation in sales and marketing. Commonly, these transformations require significant effort and are not as simple as just using social media channels, as many people may think based on their personal experiences. To effectively succeed in a digital transformation for sales and marketing, a thorough end-to-end planning of the customer journey as well as the planning and coordination of all marketing activities that can be used to promote and sell your products and services across all available channels is necessary. This chapter will guide the reader through the necessary steps of the customer journey, segmentation, and campaign flow designs, while also addressing the relevant change management aspects that are required to configure marketing activities in the channels within a digital customer engagement campaign.

Suggested Citation

  • Eric Siegel & Uli Schneider, 2023. "In Pursuit of a Scalable Channel Optimization in B2B," Management for Professionals, in: Uli Schneider & Jürgen Hoika (ed.), Digital Marketing in the Automotive Electronics Industry, pages 171-188, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-30720-1_10
    DOI: 10.1007/978-3-031-30720-1_10
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