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How did the introduction of a Marketing automation tool (Hubspot) influence the Marketing performance at the company Alexander Thamm GmbH?
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Resumo(s)
The goal of this research is to increase the understanding of successful adoption and implementation of a marketing automation system by doing an evaluation of the use of Hubspot in the case company.
The researcher was working in the case organization, Alexander Thamm GmbH, a German consulting company specialized in AI and big data. The company had acquired a marketing automation tool in March 2021, the reason why it’s possible to compare data from 2020 with current data.
The theoretical background
This research was conducted as a case study, and primary qualitative data was collected through interviews, whereas primary quantitative data through the Hubspot provided dashboards and analytics.
The theoretical background consisted of concepts of marketing automation and the increasing need of digitalization, that many companies are now starting to realize.
The gathered data is divided in three chapters: planning, implementation and evaluation.
The results showed that the implementation process is only successful if the company has and provides enough capabilities and the overall performance of the sales and marketing activities align. Moreover, the success is also dependent on the defined set-up that the team created, once automation doesn’t install automatically all the desired workflows. The content creation proved to be essential for the well-function of the tool, since without content, there’s no possible automation.
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Palavras-chave
Marketing Automation Digitalization AI Marketing data