Abstract
Between 2011 and 2020, the number of available products and solutions in the field of sales and marketing automation exploded from 150 to over 8000. This chapter provides a procedural model for minimizing costs and risks by finding a sustainable way through this Jurassic Park of colorful, supposed all-rounders and not drowning in a swamp of perfectly prepared case studies.
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
Similar content being viewed by others
Notes
- 1.
Retrieved April 28, 2020, from https://merlinone.com/what-is-martech/
- 2.
Retrieved April 28, 2020, from https://www.marketo.com/
- 3.
Retrieved April 28, 2020, from https://www.salesforce.com/de/?ir=1
- 4.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Database_marketing
- 5.
Retrieved August 28, 2020, from https://en.wikipedia.org/wiki/Direct_marketing
- 6.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Customer_lifetime_value
- 7.
Strategic marketing is defined here as the process of planning, developing, and implementing measures to achieve a competitive advantage in a defined niche.
- 8.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Act!_CRM
- 9.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Personal_computer
- 10.
Retrieved April 28, 2020, from https://www.brocksolutions.com
- 11.
Sales Force Automation. Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Sales_force_management_system
- 12.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Larry_Ellison
- 13.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Gartner
- 14.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/ECRM
- 15.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Software_as_a_service
- 16.
Retrieved April 28, 2020, from https://de.wikipedia.org/wiki/Marc_Benioff
- 17.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/New_economy
- 18.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Larry_Ellison
- 19.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Legacy_system
- 20.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Open_source
- 21.
Social CRM uses social media services, techniques, and technologies to enable companies to connect with their customers.
- 22.
Retrieved April 28, 2020, from https://the56group.typepad.com/pgreenblog/2009/07/time-to-put-a-stake-in-the-ground-on-social-crm.html
- 23.
Retrieved April 28, 2020, from https://corporate.comcast.com/caresday
- 24.
Retrieved April 28, 2020, from https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/
- 25.
Retrieved May 5, 2020, from https://www.hubspot.com/
- 26.
Retrieved May 5, 2020, from https://keap.com/infusionsoft
- 27.
Retrieved May 5, 2020, from https://www.aprimo.com/
- 28.
Retrieved May 5, 2020, from https://www.marketo.com/
- 29.
Retrieved May 5, 2020, from https://t3n.de/news/fuer-4-75-milliarden-dollar-uebernimmt-adobe-die-marketing-plattform-marketo-1112334/
- 30.
Retrieved May 5, 2020, from https://www.oracle.com/marketingcloud/products/marketing-automation/
- 31.
Retrieved May 5, 2020, from http://www.neolane.com/
- 32.
Retrieved May 5, 2020, from https://www.pardot.com/
- 33.
Retrieved April 28, 2020, from https://www.martechadvisor.com/articles/marketing-automation-2/marketing-automation-crm-relationship-evolution/
- 34.
Retrieved April 28, 2020, from https://www.martechadvisor.com/articles/marketing-automation-2/marketing-automation-crm-relationship-evolution/
- 35.
Retrieved April 28, 2020, from https://www.martechadvisor.com/articles/marketing-automation-2/marketing-automation-crm-relationship-evolution/
- 36.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Cloud-based_integration
- 37.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Enterprise_resource_planning
- 38.
Retrieved April 28, 2020, from https://en.wikipedia.org/wiki/Application_programming_interface
- 39.
Retrieved April 28, 2020, from https://www.martechadvisor.com/articles/marketing-automation-2/marketing-automation-crm-relationship-evolution/
- 40.
Retrieved May 11, 2020, from http://marchnata.eu/
References
Greenberg, P. (2003). CRM at the speed of light – Social CRM 2.0 strategies, tools, and techniques for engaging your customers. New York: McGraw-Hill.
Seebacher, U. G. (2002). Cyber commerce reframing – The end of business process reengineering. New York: Springer Publishing.
Seebacher, U. G. (2003). Template-driven consulting – How to slash more than half of your consulting costs. Heidelberg: Springer Publishing.
Shapiro, C., & Varian, H. R. (1999). Information rules: A strategic guide to the network economy. Harvard: Harvard Business Review.
Shaw, R. (1988). Database marketing. Farnham: Gower Publishing.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Seebacher, U.G. (2021). MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions. In: Seebacher, U.G. (eds) B2B Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-54292-4_4
Download citation
DOI: https://doi.org/10.1007/978-3-030-54292-4_4
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-54291-7
Online ISBN: 978-3-030-54292-4
eBook Packages: Business and ManagementBusiness and Management (R0)