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Retentionofexistingcustomersandupsellinginsteadofacquiringnewcustomers–in
thetraditionalmarketingmodel,theroleofthemarketerwasprimarilytoacquirenew
customersandgenerateleads.Inthenewmodel,thankstogatheringdataandintegration
withexternalsystems,marketersaremoreinterestedinexistingcustomers.Asthecosts
ofcustomeracquisitionrise,existingcustomersbecomestrategicallymoreimportant.
AccordingtotheGleansterreport,themajorityoftopmarketersfocusonupsellingto
existingcustomers,andnotonacquiringnewones;
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Marketersbecome“in-houseentrepreneurs”–inthedynamicallychangingenvironment,
marketerstransformedfromemployeesfocusedontherealizationoftheordersfromthe
boardorsalesdepartmentsintoinnovators,whoseaimistotestandoptimizeprocesses
andquicklyadapttonewconditions,andconsequentlytobuildarealcompetitivead-
vantageoftheircompanies.
Whoisthisbookforandhowtouseit
Thisbookisintendedforpractitionerswhoknowthesechallengesandneedacomplexand
factualknowledgeonthepossibilitiesofferedbynewtechnologies,andthosewholookfor
theanswertothequestionofhowusingdatainmarketingreallyworks.Thelayoutofthe
bookisbasedontherelationbetweenabrandandacustomer.Thefirstpartdescribesnew
conceptsthatappearedinmarketingduringthisnewera;thesecondpartfocusesonthe
wayinwhichmoderntechnologiestransformtraditionalmarketingtechniques;finally,afull
rangeofpracticalapplicationsofmarketingautomationalongwithexamplesofputtingthem
inuseispresented.
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Introduction.ThePhilosophyofMarketingAutomation
