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Automation“ beschreibt grundsätzlich eine Prozessoptimierung und -vereinfachung im Marketing mithilfe von Software. Kampagnen-Management, insbesondere aber die Segmentierungen sowie die Integration von Kunden*innen-Daten in Marketing-Aktivitäten und die zielgenaue Durchführung dieser laufen weitgehend automatisiert durch ein entsprechendes Programm ab. Oft arbeiten ",{"href":628,"type":629,"children":630,"openInNewTab":195},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fmarketing-automation","link",[631],{"text":632},"Marketing-Automation-Software",{"text":634}," und ",{"href":218,"type":629,"children":636,"openInNewTab":195},[637],{"text":638},"CRM-Software",{"text":640}," (Customer-Relationship-Management) eng zusammen bzw. lassen sich per Schnittstelle aufeinander abgestimmt verwenden. Das grundsätzliche Ziel von Marketing Automation ist eine Ökonomisierung sonst komplexer und zeitaufwendiger Marketing-Vorgänge. Insbesondere das Lead-Management profitiert hier.",{"type":642,"children":643},"heading-two",[644],{"text":645},"Was ist Marketing Automation genau und welche Unterstützung bietet sie grundsätzlich?",{"type":623,"children":647},[648,650,655],{"text":649},"„Marketing Automation“ umfasst als Begriff sämtliche Prozesse, welche im Marketing mithilfe spezieller Software automatisiert werden. Das betrifft vornehmlich wiederkehrende Aufgaben. Ihren Leistungsschwerpunkt hat die Marketing Automation ganz klar im Lead-Marketing bzw. Lead-Management. Mithilfe entsprechender Automatisierungs-Lösungen können dort zum Beispiel diverse Analytics zu Buyer-Personas, die Organisation von Content, die Ausspielung von Mails im ",{"href":651,"type":629,"children":652,"openInNewTab":195},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Flead-nurturing",[653],{"text":654},"Lead-Nurturing",{"text":656}," und das Monitoring tatsächlich (weitgehend) automatisiert erfolgen. Bestenfalls verwaltet die Marketing Automation Software alle wiederkehrenden Vorgänge im Lead-Management und erspart den Nutzer*innen somit einen großen Teil der – zweifelsfrei enormen – damit verbundenen Aufwände.",{"type":623,"children":658},[659],{"text":660},"Die Verwendung solcher Software kann den Alltag von Marketer*innen demnach völlig neu strukturieren. Allgemein erhalten jene Unterstützung bei folgenden Aufgaben:",{"type":662,"children":663},"bulleted-list",[664,672,678,684,690,696,702],{"type":665,"children":666},"list-item",[667],{"type":668,"children":669},"list-item-child",[670],{"text":671},"Der Lead-Generierung und Weiterverarbeitung von Kontakten",{"type":665,"children":673},[674],{"type":668,"children":675},[676],{"text":677},"Dem Versand von E-Mails",{"type":665,"children":679},[680],{"type":668,"children":681},[682],{"text":683},"Der Ausspielung zielgruppengenauer Inhalte in Mails, Blogs, Social-Media etc.",{"type":665,"children":685},[686],{"type":668,"children":687},[688],{"text":689},"Der Vorabanalyse von Notwendigkeiten",{"type":665,"children":691},[692],{"type":668,"children":693},[694],{"text":695},"Der Erkennung von Optimierungspotenzialen bei erfolgten Aktivitäten",{"type":665,"children":697},[698],{"type":668,"children":699},[700],{"text":701},"Der Verbesserung der Ressourcenverteilung",{"type":665,"children":703},[704],{"type":668,"children":705},[706],{"text":707},"Und letztlich der Effizienzsteigerung von Kundengewinnung sowie -bindung",{"type":642,"children":709},[710],{"text":711},"Welche zentralen Vorteile bringt Marketing Automation im Einzelnen?",{"type":623,"children":713},[714],{"text":715},"Bereits im letzten Abschnitt wurden teils indirekt einige deutliche Vorzüge von Marketing Automation genannt. Im Folgenden werden diese weiter konkretisiert und (schlussfolgernd) ergänzt.",{"type":717,"children":718},"heading-three",[719],{"text":720},"Effizienzsteigerung",{"type":623,"children":722},[723],{"text":724},"Längst nicht alle Besucher*innen einer Internetseite oder Abonnent*innen eines Newsletters konvertiert direkt zu Kund*innen. Bestenfalls erhalten Unternehmen über diese und weitere Marketing-Kanäle jedoch Leads – und dabei handelt es sich tatsächlich um einen ersten und faktisch überaus vielversprechenden Schritt zur Kunden*innen-Gewinnung. Es gilt nun per Lead-Nurturing am Ball zu bleiben und das Interesse sukzessive zu steigern, bis der Kunden*innen-Status erreicht wird.",{"type":623,"children":726},[727],{"text":728},"Um hier das Maximum herausholen zu können, ist der Kontakt mit den Leads fortwährend aufrechtzuerhalten. Dabei nimmt die E-Mail als vielseitiges sowie nicht zuletzt in praktisch allen Lebensbereichen als Kommunikationsweg höchst etabliertes und damit sehr effektives Medium eine wichtige Position ein. Entsprechende Nachrichten sollten eine persönliche Ansprache enthalten und sind idealerweise klar auf die Lösung spezifischer Herausforderungen oder Bedürfnisse der jeweiligen Zielgruppe ausgerichtet.",{"type":623,"children":730},[731],{"text":732},"Genau das ist mit Marketing Automation relativ einfach zu erreichen. Derartige Tools lassen jedoch nicht nur personalisierte, dabei aber eher allgemeine Newsletter versenden, sondern ebenfalls umfangreiche Kampagnen realisieren und automatisieren, welche die Customer-Journey einzelner Leads von A bis Z sehr präzise bedienen. Innerhalb der Software ist es möglich, sämtliche Schritte an einer zentralen Stelle zu organisieren. Die Berücksichtigung zahlreicher Personas, mehrerer Sprachen und generell unterschiedlichster Kampagnenarten ist unter der Verwendung eines solchen Programms erheblich einfacher als bei einem manuellen Vorgehen.",{"type":717,"children":734},[735],{"text":736},"Bessere Lead-Qualität",{"type":623,"children":738},[739],{"text":740},"Die Bereitstellung von Content, welcher präzise auf die Probleme oder Wünsche der jeweiligen Zielgruppe ausgerichtet ist und deren Erwartungshaltung entspricht, ist heute eine der wichtigsten Prämissen für eine erfolgreiche Kunden*innen-Ansprache im Netz. Je individueller und relevanter die Inhalte für die einzelnen Empfänger*innen sind, umso mehr fühlen jene sich verstanden. Das wiederum steigert die Chance, dass potenzielle Kund*innen sich mit dem Marketing-Treibenden Unternehmen identifizieren bzw. langfristig starke Partnerschaften entstehen, immens.",{"type":623,"children":742},[743],{"text":744},"Aber woher die Informationen zu spezifischen Pain-Points nehmen? Dabei hilft Marketing Automation bzw. eine zutreffende Software ebenfalls. Mit ihr lassen sich tatsächlich sehr effizient kalte in heiße Leads umwandeln. Nach der Abfrage der Kontaktdaten können\u002Fsollten Interessent*innen über die Software weitere Möglichkeiten angeboten werden, mit dem Betrieb zu interagieren und von dieser Interaktion zu profitieren. Das Ziel der marketing-treibenden Firma ist hier, weitere Daten zu erhalten, die wiederum dazu verwendet werden, genauer auf die Herausforderungen oder Bedürfnisse der Leads einzugehen.",{"type":623,"children":746},[747],{"text":748},"So ist es zum Beispiel denkbar, ein für die Zielgruppe höchst relevantes Whitepaper zu erstellen und dieses in einer E-Mail-Kampagne im Austausch gegen verschiedene Kundeninformationen zum Download anzubieten. Oder es wird ebenfalls per E-Mail die Gelegenheit für Leads geschaffen, sich über ein Kontaktformular für weitere attraktive, vielleicht kostenlose Dienste zu registrieren. Weiterhin sind automatisiert ausgespielte Umfragen ein effektives Mittel, um potenzielle Kunden*innen dazu zu bewegen, mehr Daten preiszugeben.",{"type":717,"children":750},[751],{"text":752},"Echte Marketing- und Vertriebskooperation",{"type":623,"children":754},[755],{"text":756},"Sobald das Interesse potenzieller Kund*innen geweckt ist und diese im Lead-Nurturing entsprechend qualifiziert wurden, gehen sie vom Marketing an den Vertrieb. Hier erfolgt dann in aller Regel schließlich eine direkte Kontaktaufnahme.",{"type":623,"children":758},[759],{"text":760},"Leider ist die Zusammenarbeit von Marketing und Vertrieb nach wie vor in vielen Unternehmen alles andere als gut. Häufig verfahren die Abteilungen mehr oder weniger getrennt voneinander. Leads werden nicht selten zu früh kontaktiert oder auch durch das Marketing zu lange mit Content bombardiert. Einer der zentralen Gründe: Marketing und Sales fokussieren im Lead-Management mangels vorher getroffener Absprachen unterschiedliche Schwerpunkte.",{"type":623,"children":762},[763,765,770],{"text":764},"Um entsprechende Negativeffekte zu vermeiden, müssen Marketing und Vertrieb gemeinsam eine Strategie fürs ",{"href":766,"type":629,"children":767,"openInNewTab":195},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Flead-management",[768],{"text":769},"Lead-Management",{"text":771}," herausbilden und vollziehen. Dazu muss schon an der Basis eng zusammengearbeitet werden. So stellen beide Bereiche optimalerweise gemeinsam die zu erreichenden Buyer Personas auf, eruieren die wichtigsten Touchpoints, legen Keywords fest, stimmen den passenden Content ab usw. All diese und weitere Anstrengungen fließen dann bestenfalls in der Marketing Automation Software zusammen. Diese bildet praktisch die technische Brücke zwischen den Abteilungen.",{"type":717,"children":773},[774],{"text":775},"Optimierter Kundendienst",{"type":623,"children":777},[778],{"text":779},"Es wurden Leads generiert, diese passend an den Vertrieb weitergereicht und zu Kund*innen konvertiert? Dann kommt schließlich auch der Support bzw. das After-Sales-Marketing in den Genuss der Vorzüge von Marketing Automation. So können zum Beispiel ganz einfach automatische Follow-up-Mails an Kund*innen verschickt werden, womit das Unternehmen im Gedächtnis bleibt.",{"type":623,"children":781},[782],{"text":783},"Wenn sich zum Beispiel aus der After-Sales-Kommunikation bestimmte Aufgaben ergeben, lassen sich diese in der Software präzise zuständigen Kolleg*innen zuweisen. Diese werden vom System benachrichtigt, dass ihre Expertise gefragt ist. Bei einem Versäumnis der Bearbeitung spielt das Programm automatische Erinnerungen aus. Weiterhin stehen den Mitarbeiter*innen bestenfalls sämtliche Kunden*innen-Daten zentral innerhalb der Software zur Verfügung, womit jene bei der Bearbeitung höchst zielgenau vorgehen können.",{"type":717,"children":785},[786],{"text":787},"Monitoring",{"type":623,"children":789},[790],{"text":791},"Alle Prozesse gewinnen zusätzlich an Qualität, wenn Marketing-Treibende Schwachstellen in ihren Kampagnen erkennen und eliminieren. Für die effiziente Analyse sind KPIs erforderlich. Diese stehen innerhalb von Marketing Automation Software dank des normalerweise integrierten Monitoring-Tools praktisch auf Knopfdruck zur Verfügung. Marketer*innen müssen im Backend in der Regel nur festlegen, nach welchen Parametern die Daten analysiert werden sollen. Dann genügt ein Klick und die Reports liegen vor.",{"type":623,"children":793},[794],{"text":795},"Auf Grundlage von KPIs, wie der Absprungrate, der Verweildauer, der Anzahl von Registrierungen oder der tatsächlich getätigten Käufe, können sämtliche Maßnahmen evaluiert werden. Wo sind die größten Erfolge zu verzeichnen, an welchen Stellen gibt es Optimierungspotenzial? Aus den jeweiligen Erkenntnissen werden Verbesserungsmaßnahmen für die nächsten Kampagnen abgleitet und die Erfolge steigen von Mal zu Mal.",{"type":623,"children":797},[798],{"text":799},"Mithilfe von Marketing Automation Software erhalten Betriebe übrigens auch Einblicke, wie effizient die Zusammenarbeit zwischen Marketing und Vertrieb tatsächlich verläuft. In Verbindung mit einer CRM-Software erstellt Marketing-Automation-Software ein sogenanntes Closed-Loop-Reporting, welches dir die Möglichkeit bietet, den Einfluss jeder einzelnen Kampagne auf den Verkaufserfolg zu messen. Unternehmen überlassen somit nichts dem Zufall und können kleinteilig nachvollziehen, ob ihre Anstrengungen den gewünschten Return-on-Investment (ROI) bringen.",{"type":642,"children":801},[802],{"text":803},"Wie nutzt man Marketing Automation?",{"type":623,"children":805},[806],{"text":807},"Wer Marketing Automation im eigenen Unternehmen implementieren möchte, sollte unbedingt die Grundmechanik entsprechender Automatisierungsprozesse erfassen. Denn nur so ist es möglich, ein hinreichendes Verständnis für derartige Vorgänge zu etablieren. Ohne diesen Unterbau kann die Integrierung zwar durchaus ebenfalls erfolgen, die Maßnahmen haben dann jedoch keineswegs die nötige Tiefe oder Weitsicht, um wirklich herausragende Ergebnisse zu liefern.",{"type":623,"children":809},[810],{"text":811},"Die Grundmechanik von Marketing Automation umfasst folgende Vorgänge:",{"type":662,"children":813},[814,820,826,832,838,844,850],{"type":665,"children":815},[816],{"type":668,"children":817},[818],{"text":819},"Zielsetzung: Was möchtest du erreichen? Neukund*innen generieren, Bestandskunden*innen-Umsatz steigern usw.",{"type":665,"children":821},[822],{"type":668,"children":823},[824],{"text":825},"Wunschkunden: Wen möchtest du erreichen? Um hier Klarheit zu erhalten, nutzt du Buyer-Persona-Profile. Die Struktur und die Inhalte dieser müssen genau auf den jeweiligen Geschäftsbereich ausgerichtet sein.",{"type":665,"children":827},[828],{"type":668,"children":829},[830],{"text":831},"Suchverhalten: Basierend auf den Persona-Profilen analysierst du das Suchverhalten und leitest die entsprechend erforderlichen Maßnahmen ab.",{"type":665,"children":833},[834],{"type":668,"children":835},[836],{"text":837},"Content: Die Persona-Profile sind die Basis für deine Content-Strategie. Die Content-Bausteine müssen in der Ansprache, in den Inhalten und in den Darreichungsformen genau an den jeweiligen Geschäftsbereich angepasst werden. Du solltest relevanten, hilfreichen und\u002Foder unterhaltenden Content liefern, um die Interessent*innen zu überzeugen.",{"type":665,"children":839},[840],{"type":668,"children":841},[842],{"text":843},"Touchpoints: Wo treffen deine Personas auf dein Unternehmen? Die Beantwortung dieser Frage ist wichtig, da Du dadurch erkennst, welche Touchpoints du automatisiert bedienen musst. Hier gilt es natürlich noch weitaus mehr zu berücksichtigen als das eigene Newsletter-Formular.",{"type":665,"children":845},[846],{"type":668,"children":847},[848],{"text":849},"Marketing Automation: Du spielst deine Kampagnen bzw. deinen Content über die zuvor erkannten Touchpoints und genau an deine Personas aus.",{"type":665,"children":851},[852],{"type":668,"children":853},[854],{"text":855},"Messen und optimieren: Marketing Automation ist ein fortlaufender Prozess. Das Kaufverhalten, weitere Kunden*innen-Voraussetzungen und ebenso die technischen Möglichkeiten entwickeln sich. Somit ist es von großer Bedeutung, entsprechende Faktoren kontinuierlich im Blick zu haben und gegebenenfalls betreffende Anpassungen bzw. Optimierungen an den eigenen Aktivitäten vorzunehmen. Nur so kann Marketing Automation langfristig Erfolge verschaffen.",{"type":623,"children":857},[858,860,864,866,871,873,878,879,884,885,890],{"text":859},"Hier findest du einige gängige ",{"href":628,"type":629,"children":861,"openInNewTab":195},[862],{"text":863},"Marketing-Automation -Tools",{"text":865},", wie beispielsweise ",{"href":867,"type":629,"children":868,"openInNewTab":195},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fproduct\u002Fhubspot-marketing-hub",[869],{"text":870},"HubSpot Marketing Hub",{"text":872},", 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