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Vom E-Mail-Marketing zum Lead Management

In: Marketing und Sales Automation

Author

Listed:
  • Martin Philipp

    (Evalanche | SC-Networks GmbH)

Abstract

Zusammenfassung E-Mail-Marketing ist ein etabliertes Werkzeug im Marketing-Mix vieler Unternehmen. Doch im Zuge des Verkaufsprozesses wird E-Mail-Marketing oft nur in Form eines Newsletters eingesetzt. Dabei benötigen Unternehmen - insbesondere im Business-to-Business - heute, im Zeitalter von Digitalisierung und autonomer Kaufprozesse, einen zeitgemäßen und in der Praxis umsetzbaren Ansatz für das Lead Management. Modernes, automatisiertes E-Mail-Marketing unterstützt Marketer nicht nur bei der Generierung, sondern vor allem auch bei der Weiterentwicklung neuer Leads bis zur Vertriebsreife. Anhand nachvollziehbarer Beispiele wird deutlich, welche zentrale Rolle E-Mail-Marketing im Lead Management spielt und wie es die Umsätze mit Neu- und Bestandskunden steigern kann.

Suggested Citation

  • Martin Philipp, 2021. "Vom E-Mail-Marketing zum Lead Management," Springer Books, in: Uwe Hannig (ed.), Marketing und Sales Automation, edition 2, chapter 14, pages 193-213, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-21688-7_14
    DOI: 10.1007/978-3-658-21688-7_14
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