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Marketing and Sales Automation pp 239–255Cite as

What Will Massively Influence the Automation of Marketing and Sales in the Future

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Part of the Management for Professionals book series (MANAGPROF)

Abstract

An ever-changing disruption in marketing and sales suddenly seems to become the new normal. The hard law “If you don’t move with the times—you move with the times” applies. More than ever, this applies to both the brand and the company. Is this where automation, marketing, and sales can help you from surviving this dilemma? Yes—but it depends! It is important here to know the rules of the game and to start thinking about the future today. Customer habits have changed drastically. It would be naive to believe that this has no impact on marketing and sales automation strategy. With the affordable use of AI (Artificial Intelligence), the tasks of automation are expanding significantly. It is no longer enough to optimize business processes. It counts just as much to play out relevant content, perfectly prepared on the right channel predictively. Chatbots have already been in use in the last 25 years and avatars will replace them. Hardly anyone notices that more than over a billion people already use and trust avatars.

The task now is to discover automation innovations in this environment in a smart way to create relevant leads for marketing and sales. Those involved will lose their fear of contact with the technologies and will soon no longer want to miss this progress.

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Notes

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    Gensheimer, Barbara. “Everything That Can Be Digitized Will Be Digitized.” https://www. bme.com/everything-that-can-be-digitized-will-be-digitized-1427/. Published, 2016: Accessed 03/16/2022.

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    Mörk, Olaf. Outlook and the situational content marketing strategy in 2030. In: Situational content marketing strategy. Springer Gabler, Wiesbaden, 2021. pp. 189–208.

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    Streicher, Hans Werner. “Appropriate Technologies for the Public Sector” Digital Transformation in Public Administration. Springer Gabler, Berlin, Heidelberg, 2020. 53–93.

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    https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/. Accessed: 16.03.2022.

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    Mörk, O. (2022). Situational content marketing is the new B2B guarantee of success. Glossary of bvik. https://bvik.org/b2b-glossar/situatives-content-marketing/. Accessed: 04/18/2022.

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    Schmitz/Huckemann (2021), Hybrid Selling: More sales productivity through synchronized on-site and online visits, study Ruhr-Universität Bochum, n = 777 B2B companies.

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    https://www.tagesschau.de/wirtschaft/musk-twitter-103.html. Accessed: 02.05.2022.

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    Statista (2022). The Content Marketing Trend Study 2022, 30.04.2022.

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    Esch, F.R. (2016). Brand management strategy and technology. Munich: Franz Vahlen Verlag.

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    Mörk in Seebacher (2021). B2B Marketing—A Guidebook for the Classroom to the Boardroom, Contingency-Centric Content Approach: Mastering Content Overload with Smart Content Marketing. Wiesbaden: Springer Fachmedien.

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    Mörk, O. (2021). What is situational content marketing (SCM)?. In: Situative Content Marketing Strategie. Springer Gabler, Wiesbaden. https://bit.ly/3uWvZo1

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Author information

Authors and Affiliations

  1. Mörketing Agency, Neumarkt, Germany

    Olaf Mörk

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  1. Olaf Mörk
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Correspondence to Olaf Mörk .

Editor information

Editors and Affiliations

  1. Institute for Sales and Marketing Automation (IFSMA), Viernheim, Germany

    Uwe Hannig

  2. FYNEST International, Frankfurt, Germany

    Uwe Seebacher

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Mörk, O. (2023). What Will Massively Influence the Automation of Marketing and Sales in the Future. In: Hannig, U., Seebacher, U. (eds) Marketing and Sales Automation. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-031-20040-3_15

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