Implementation of marketing automation system : Capturing and nurturing leads in long sales cycle investment goods business
Kahra, Otto (2016)
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016122921540
https://urn.fi/URN:NBN:fi:amk-2016122921540
Tiivistelmä
This thesis was commissioned by Glaston Finland Oy. Thesis aims to study how to use inbound marketing and how company is implementing marketing automation tool to support their sales. Glaston is an industry-leading company committed to delivering technologies and services for the manufacturing of the high quality heat-treated glass. Their machines are used to create high-quality glass for use in architectural, solar, appliance and automotive applications. The study focuses on decision making and what should be taken into consideration when implementing marketing automation system and using it as a sales catalyst.
The theoretical discussion in this thesis focuses on defining marketing automation and content strategies as part of inbound marketing. Study discusses about creating content and content strategies as important factor next to marketing automation. The purpose for this research was to investigate how to generate leads by using marketing automation and increase sales by using this system.
The research was conducted in August 2016 through a research and an online-survey was sent to company’s clients by using Webropol- internet survey program. The structure and the questions of the survey were planned in cooperation with the company representative. The survey consisted of structured questions but also open questions were used.
Results of the research have shown that customers are relatively satisfied for the current content. However, there were few areas for development. Company should invest more specific information about quality and tempering issues.
The theoretical discussion in this thesis focuses on defining marketing automation and content strategies as part of inbound marketing. Study discusses about creating content and content strategies as important factor next to marketing automation. The purpose for this research was to investigate how to generate leads by using marketing automation and increase sales by using this system.
The research was conducted in August 2016 through a research and an online-survey was sent to company’s clients by using Webropol- internet survey program. The structure and the questions of the survey were planned in cooperation with the company representative. The survey consisted of structured questions but also open questions were used.
Results of the research have shown that customers are relatively satisfied for the current content. However, there were few areas for development. Company should invest more specific information about quality and tempering issues.