Harnessing marketing automation for B2B content marketing

Järvinen, Joel; Taiminen, Heini

doi:10.1016/j.indmarman.2015.07.002

Cited by 254 publications

(222 citation statements)

References 53 publications

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“…also helps to leave traces on the internet so that people who search for Jojonomic on the internet are also able to see jojonomic traces on the internet. According to Järvinen, J.,& Taiminen, H.(2016) study also showed that integrating content marketing and marketing automation efforts can generate high-quality sales leads and increase efficiency levels by overcoming a cumbersome selection process for prospects (see, e.g., Moncrief & Marshall, 2005;Trailer & Dickie, 2006) through automated classification. So content marketing is effective to gain high quality sales leads to increase sales for the company.…”

Section: Content Maketingmentioning

confidence: 99%

Empowerment Underprivileged Youth in West Jakarta to Prepare a Better Future

Yunus

2019

iccd

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There are still underprivileged citizens in Jakarta, even around high-class residences in West Jakarta. The purpose of this research is to find out how the right empowerment for adolescents from underprivileged families in Jakarta, therefore they prepare for their future better than their parents. The concept used is Corporate Social Responsibility and Empowerment. The research method used is the descriptive qualitative. The research subjects were teenagers who registered in the KEJAR SIWALI group, a study group for children from the lower economy because their parents were scavengers and unskilled labourers. Methods of data collection through interviews with KEJAR SIWALI coordinators and five teenagers as informants who attended the research activity were more than five meetings. The results of the study show that the empowerment program for them is to use other teenagers (students of the college) to maintain their ideals to become scholars even till Master or PhD, even though their economic class are less than other teenagers in Jakarta. They are rarely snacking and they want to save money. Basically, they have the enthusiasm to learn to improve the familys economic level, even though they dont know how to finance their lives later. Their aspirations want to be teachers, Civil Servants, Entrepreneurs, Accountant and Doctor. They do not like to see other teenagers, pregnant before marriage and early marriage. The BKKBN program has been successful in this group. Their religious activities were done obedience, and they hope the empowerment in soft skills such as public speaking, IT, accounting and sports. An interview with one of the business developments from the company in the current situation in terms of sales is indeed volatile, Jojonomic's own target is 2 billion each month, but the current sales situation is only 1.5 billion, the data shows that the expected target has not been achieved, and when the enthusiastic pitching given by customers to Jojonomic products is still lacking, because customers are more aware of the brand and value of competitors even though Jojonomic has a value of the product that is in fact better than competitors. So that communication between brands and prospective customers is very important in order to increase public awareness about the Jojonomic brand. As said in (Kotler, 2005) in Tsikirayi, Catherine Mazwi R et al (2013), IMC produces better communications consistency and greater sales impact. It places the responsibility in someone's hands where none existed before to unify the company's image as it is shaped by thousands of company activities. It leads to a total marketing communications strategy aimed at showing how the company and its products can help customers solve their problems Conclusion from the above explanation that IMC is able to produce better communication consistency and greater sales impact, IMC itself aims to create a strong brand identity consistently and positively at all points, so

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Section: Content Maketingmentioning

confidence: 99%

Empowerment Underprivileged Youth in West Jakarta to Prepare a Better Future

Yunus

2019

iccd

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“…It is a well-established practice that marketing department defi nes the values for lead-scoring modeling, based on the: Some of the good experiences with lead scoring, refl ected some common values and were drawn from: ◆ marketing's experience about the eff ectiveness of particular channels that has led to actual conversions ◆ the aspects that express a deeper involvement should naturally be scored higher in the model ◆ cross-functional teams consisting of both sales and marketing employees should give inputs through several iterations of campaign management, especially in the retargeting stages of the campaign It is critical that the CRM is fed not only from the digital sources, but also from the offl ine points of interaction with the leads, especially considering that the modeled lead-scoring is supposed on bettering organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing whit B2B selling processes [10].…”

Section: Practical Application Of a Lead-scoring Model Applied To A Mmentioning

confidence: 99%

Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring

Đorđević¹

2019

Proceedings of the International Scientific Conference - Sinteza 2019

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The primary purpose of this paper is to explore and identify the possibilities for optimizing of digital marketing activities through establishing valuesystems reflected in lead-scoring models. Methodologically, the paper was based on the conclusions of quantitative and qualitative research, largely through drawing conclusions through secondary research, but also through primary research based on experimental, empiric cases of using digital marketing software tools such as the ClickDimension-corporate CRM tool. The empiric part of the primary research was enabled through the author's practical experience as a marketing executive in an IT industry-leading Serbian and regional system-integrator company. Conclusions of this paper can positively influence practical application of marketing, namely CRM tools through which organizations can model their value-systems reflected in lead scoring, in order to best optimize their digital marketing efforts in an optimal utilization of their resources. Although this particular paper focuses on the use of a particular software tools, the methodology translates to other similar consumer-relationship-management tools used in practice as well, making its potential application broader and more relevant to marketing professionals and academic community.

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“…Wider analysis of different content marketing definitions allows noticing that the main goal of implementing content marketing is to create and distribute valuable and consistent content to the target audience in order to stipulate the profitable consumer action. Depending on this goal, the main task is creation of relevant and useful content, which meets customer specific needs (Järvinen, Taiminen, 2016). Generally speaking, content marketing concept is based on the assumption that when enterprises provide valuable information for the customer, they can expect a useful customer response.…”

Section: Content Marketing Conceptmentioning

confidence: 99%

Content Marketing Decisions for Effective Internal Communication

Pažėraitė

Repovienė

2018

Management of Organizations: Systematic Research

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The paper focuses on the assumption that new marketing and communication concepts, including content marketing, provide new opportunities for internal communication. The problem solved in this paper argues how content marketing decisions can contribute to effective internal communication. Based on scientific literature analysis, a theoretical-hypothetical model of the content marketing decisions’ contribution to the effective internal communication is presented.

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Harnessing marketing automation for B2B content marketing

Cited by 254 publications

References 53 publications

Empowerment Underprivileged Youth in West Jakarta to Prepare a Better Future

Empowerment Underprivileged Youth in West Jakarta to Prepare a Better Future

Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring

Content Marketing Decisions for Effective Internal Communication

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