Zusammenfassung
Im folgenden Beitrag wird zunächst beleuchtet, was die Kernbestandteile des Account-based Marketingkonzepts sind. Anschließend wird betrachtet, in welchem Verhältnis Account-based Marketing zu Marketing Automation steht und wie übliche Funktionen von Marketing-Automation-Systemen bei der Umsetzung dieses neuen Kommunikationsansatzes helfen können.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Literatur
Backhaus, K., und M. Voeth. 2015. Besonderheiten des Industriegütermarketing. In Handbuch Business-to-Business-Marketing, Hrsg. K. Backhaus und M. Voeth, 17–29. Wiesbaden: Springer Fachmedien.
Balik, R. 2015. Account-based marketing – New buzzword or new reality?, 8 Juni 2015. http://marketingland.com/account-based-marketing-new-buzzword-new-reality-130144.
Brinker, S. 2016. Hacking marketing – Agile practices to make marketing smarter, faster, and more innovative. Hoboken: Wiley.
Bruhn, M. 2015. Kommunikationspolitik für Industriegüter – ein Überblick. In Handbuch Business-to-Business-Marketing, Hrsg. K. Backhaus und M. Voeth, 337–363. Wiesbaden: Springer Fachmedien.
Bucklin, R. E. et al. 2002. Choice and the internet – From clickstream to research stream. Marketing Letters 13 (3): 245–258. doi:10.1023/A:1020231107662.
Burgess, B. 2016. Driving B2B growth with account-based marketing. Market Leader 2016 (1): 45–47.
Callahan, S. 2016. What is account based marketing? 10 Definitions from the experts, 8 März 2016. https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2016/what-is-account-based-marketing–10-definitions-from-the-experts.
Engmann, C. 2015. 4 Steps to account based marketing success, 25 März 2015. http://www.vendemore.com/wp-content/uploads/2015/03/Account_Based_Marketing-1.pdf.
Estrada, D. 2015. Marketing automation – Fueling CRM success. CRM Magazine 19 (9): 42.
Fatemi, F. 2016. Account based intelligence is the future of marketing and sales – Here’s why, 5 April 2016. http://www.forbes.com/sites/falonfatemi/2016/04/05/account-based-intelligence-is-the-future-of-marketing-and-sales-heres-why/.
Fletcher, A. Sarner, und J. Hopkins. Magic quadrant for CRM lead management, 17 Juni 2014. https://www.gartner.com/doc/2769517.
Google. 2016. Google Trends, account based marketing, 23 September 2016. https://www.google.com/trends/explore?q=account%20based%20marketing.
Haas, A., und B. S. Ivens 2005. Innovationsfelder im Marketing – Ein Überblick. In Innovatives Marketing, Hrsg. A. Haas und B. S. Ivens, 5–8. Wiesbaden: Gabler.
Hannig, U. 2016. Marketing Automation betrifft alle wiederkehrenden Prozesse, 2 September 2016. https://www.haufe.de/marketing-vertrieb/online-marketing/was-ist-eigentlich-marketing-automation/marketing-automation-betrifft-alle-wiederkehrenden-prozesse_132_374262.html.
Hazard, B. 2016. The buzz around account-based marketing at MarTech, 11 April 2016. http://chiefmartec.com/2016/04/buzz-account-based-marketing-abm-martech/.
Heuer, M. 2014. Believe the hype – You should be doing account-based marketing, 25 März 2014. https://www.siriusdecisions.com/Blog/2014/Mar/Believe-the-Hype-You-Should-Be-Doing-Account-Based-Marketing.aspx.
Hippner, H., B. Hubrich, und K. D. Wilde, Hrsg. 2011. Grundlagen des CRM – Strategie, Geschäftsprozesse und IT-Unterstützung. 3., vollst. überarb. und erw. Aufl. Wiesbaden: Gabler.
ITSMA. 2015. Account based marketing. Introduction. http://www.itsma.com/pdfs/abm/ITSMAIntroducingABM.pdf.
Ivens, B. S., B. Niersbach, und C. Pardo. 2015. Key account management: Selling? Providing services? … or both? Marketing Review St. Gallen 2015 (6): 70–78.
Lesueur, J. 2007. Marketing automation – Practical steps to more effective direct marketing. Hoboken: Wiley.
Levine, B. 2016. Marketo adds native ABM capabilities to its platform, 13 September 2016. http://marketingland.com/marketo-adds-native-abm-capabilities-platform-191263.
Miller, J., und D. Kessler. 2016. The clear & complete guide to account based marketing. http://www.engagio.com/clear-and-complete-guide-to-account-based-marketing/.
Mollins, P. 2016. Why content marketing urgently needs to think ABM, 19 April 2016. https://www.linkedin.com/pulse/why-content-marketing-urgently-needs-think-abm-peter-mollins.
Momentum. 2016. ABM in a Nutshell – What every B2B marketer needs to know. http://www.momentumabm.com/learn/abm-account-based-marketing-in-a-nutshell/.
Oracle Marketing Cloud. 2014. Marketing Automation ganz einfach. Der kleine Guide für große Ideen. http://images.marketing.eloqua.com/Web/Eloqua/%7B6fe81c7c-e12b-41df-b19c-d6a7e8e8b73d%7D_OMC_DE_MA-Simplified_ebook_081914_GER.pdf.
Peterson, B. 2016. ABM roundtable – Key insights, 31 März 2016. https://www.siriusdecisions.com/Blog/2016/March/ABMRoundtableKeyInsights.aspx.
Rayport, J. 2015. Why marketing automation means more than faster, better, cheaper. CRM Magazine 19 (3): 6.
Reinebach, A. 2013. Account-based marketing. Mergers & Acquisitions: The Dealermaker’s Journal 48 (7): 18.
Rosenberg, C. 2013. Account based marketing – 11 Tactics to drive your ABM process. http://blog.topohq.com/account-based-marketing-11-tactics-to-drive-your-abm-process/.
Schmidt, K., B. Adamson, und A. VBird. 2015. Making the consensus sale. Harvard Business Review 2015 (3): 107–113. http://dougies.nl.server44.firstfind.nl/HBR%20Consensus%20Sale%20.pdf.
Senatore, M. 2014. Are you ready for account-based marketing? 21 Januar 2014. https://www.siriusdecisions.com/Blog/2014/Jan/Are-You-Ready-for-AccountBased-Marketing.aspx.
Senatore, M. 2016. The first step in ABM isn’t what you think, 28 April 2016. https://www.siriusdecisions.com/Blog/2016/April/TheFirstStepinABMIsntWhatYouThink.aspx.
Sexauer, Z. 2015. 3 Reasons your deals are stalling, 6 August 2015. https://www.cebglobal.com/blogs/3-reasons-your-deals-are-stalling/.
Sidow, H. 2014. Key account marketing & key account selling. Wiesbaden: Springer Fachmedien.
Simon, C. A., und K. Leyking. 2003. Lead management and opportunity management. resources.mpi-inf.mpg.de/d5/teaching/ws02_03/crmsrm/…/LeykingSimon.pps2003.
Simon, F. B. 2015. Einführung in Systemtheorie und Konstruktivismus, 7. Aufl. Heidelberg: Carl-Auer.
Sundstrand, J. 2016. Marketing automation vs account-based marketing, 22 Januar 2016. http://accountbasedmarketing.org/abm/marketing-automation-vs-account-based-marketing.
Trustradius. o. J. Account-based marketing software overview. https://www.trustradius.com/account-based-marketing.
Vajre, S. 2016. Why I’m still a “Dummy” even after writing a book, 29 April 2016. https://www.linkedin.com/pulse/why-im-still-dummy-even-after-writing-book-sangram-vajre.
Weik, E., und R. Lang. 2005. Moderne Organisationstheorien, 1. Aufl. Wiesbaden: Gabler.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Baketarić, B. (2017). Account-based Marketing mit Marketing-Automation-Systemen. In: Hannig, U. (eds) Marketing und Sales Automation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15260-4_28
Download citation
DOI: https://doi.org/10.1007/978-3-658-15260-4_28
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-15259-8
Online ISBN: 978-3-658-15260-4
eBook Packages: Business and Economics (German Language)