Automating Lead Creation in Tradeshows : Event tool implementation in Marketo-SalesForce architecture
Invenius, Laura (2017)
Metropolia Ammattikorkeakoulu
2017
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112217675
https://urn.fi/URN:NBN:fi:amk-2017112217675
Tiivistelmä
The objective of this study was to automate the lead creation in Marketo-SalesForce architecture using the event tools that had been selected for customer and resource registration and lead creation. The case was built for Nokia, headquartered in Finland and participating in over 100 events on annual basis.
Qualitative research method was used in this study. The current state analysis was based on interviews with marketing and sales representatives. The author had also a possibility to observe the lead flow in one of the biggest tradeshows.
In the interviews, questions about the current method and future possibilities were asked. For the theoretical background, lead definition and management were studied. For under-standing the lead flow, the customer journey blueprint and the theory for system and tool integration were investigated.
The result of the study was a recommendation for lead definition that would also improve lead quality. The automation of the lead creation process, together with system integration was also planned.
Qualitative research method was used in this study. The current state analysis was based on interviews with marketing and sales representatives. The author had also a possibility to observe the lead flow in one of the biggest tradeshows.
In the interviews, questions about the current method and future possibilities were asked. For the theoretical background, lead definition and management were studied. For under-standing the lead flow, the customer journey blueprint and the theory for system and tool integration were investigated.
The result of the study was a recommendation for lead definition that would also improve lead quality. The automation of the lead creation process, together with system integration was also planned.