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RESEARCH, ANALYSIS & TRENDS

Tying marketing and sales together should be the first to define target groups and develop appropriate
big step - even before you even think about what campaigns, which in turn are needed to explore cross
technology you could use - because the processes must and up-selling potential.
be defined first before the technology can properly
support them. Not to mention that decision-makers can An enterprise could e.g. define two target groups: the
no longer afford to scare off customers with annoying first one, which responded to the content, the second,
advertising emails or neglect the General Data which did not. The first was contacted directly by the
Protection Regulation (GDPR). sales department to determine whether the customer is
satisfied or needs support. Those who have responded
Only those who segment their target groups and provide to the emails can qualify for further deals. They will
them with the right offers at every touchpoint get therefore receive emails promoting the premium
appreciated by their customers, measurable in a high version, for instance, through checklists. If the reading
CLV, beyond the conclusion of a purchase or contract. and clicking behavior speak in favor of a purchase
Marketing automation software helps companies to interest, there is a possibility for a follow-up business
create transparency between departments and provide and the first step to the long-term customer lifecycle is
prerequisites for a consistent accompanying of their accomplished. ◊
customer throughout the customer lifecycle. Features,
such as purchases or responses to content, can be used By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia