The successful usage of marketing automation software with lead nurturing : Case company Realia Isännöinti
Koski, Jenna (2016)
Oulun ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604104107
https://urn.fi/URN:NBN:fi:amk-201604104107
Tiivistelmä
The aim of this thesis is to provide comprehensive results to the case company Realia Isännöinti on how to successfully turn their potential leads into customers by using marketing automation software with lead nurturing. The subject of this thesis arose form the case company Realia Isännöinti since they wished to improve their marketing efforts and better serve their specific cus- tomer segment. The desired results are practical guidelines and tips to the case company on how to use Microsoft Dynamics Marketing software successfully in marketing automation and lead nurturing considering the case company’s business sector as well considering their customers’ whole life cycle.
To achieve the desired end results comprehensive theory research was conducted containing both literature references as well Internet based references. To support the theoretical infor- mation five expert interviews were conducted: two employees of Realia Isännöinti alongside with three external experts of marketing automation, lead nurturing and the Microsoft Dynamics Mar- keting software were interviewed. In order to receive valid and diverse answers all of the inter- viewees have had previous cooperation with the case company and all of which are experts of slightly different area. The theoretical references and the expert interviews state the combination of marketing automation and lead nurturing to be a valid method of turning prospective customers into customer when executed correctly. Crucial factors to consider for succeeding in combining these two phenomena are the importance of planning, perseverance as well cooperation with sales department.
Critical features to establish in order to succeed in both marketing automation and lead nurturing are building a nurturing funnel corresponding to target customer’s life cycle and providing the correct content to prospective customers at the right time during the nurturing funnel. Further by creating a lead scoring system to control the leads entering the funnel and guiding the lead ac- cordingly inside the funnel by creating marketing lists. By choosing the correct media to reach your target customers and the correct automation software to benefit your business. Lastly in- stalling the Seller Portal –feature in order to benefit the cooperation and transparency between sales and marketing departments.
The provided results are seen to be comprehensive and practical for the case company to apply to their marketing. Further research could be done in another case company’s perspective as well with wider interviews seeking to answer whether the same results apply in a different context.
To achieve the desired end results comprehensive theory research was conducted containing both literature references as well Internet based references. To support the theoretical infor- mation five expert interviews were conducted: two employees of Realia Isännöinti alongside with three external experts of marketing automation, lead nurturing and the Microsoft Dynamics Mar- keting software were interviewed. In order to receive valid and diverse answers all of the inter- viewees have had previous cooperation with the case company and all of which are experts of slightly different area. The theoretical references and the expert interviews state the combination of marketing automation and lead nurturing to be a valid method of turning prospective customers into customer when executed correctly. Crucial factors to consider for succeeding in combining these two phenomena are the importance of planning, perseverance as well cooperation with sales department.
Critical features to establish in order to succeed in both marketing automation and lead nurturing are building a nurturing funnel corresponding to target customer’s life cycle and providing the correct content to prospective customers at the right time during the nurturing funnel. Further by creating a lead scoring system to control the leads entering the funnel and guiding the lead ac- cordingly inside the funnel by creating marketing lists. By choosing the correct media to reach your target customers and the correct automation software to benefit your business. Lastly in- stalling the Seller Portal –feature in order to benefit the cooperation and transparency between sales and marketing departments.
The provided results are seen to be comprehensive and practical for the case company to apply to their marketing. Further research could be done in another case company’s perspective as well with wider interviews seeking to answer whether the same results apply in a different context.