Marketing Automation Report 2021

Lead generation and lead qualification through data-driven marketing in B2B

At a glance

Project leader : Dr. Darius Zumstein
Project team : Carmen Oswald
Project status : completed
Funding partner : Third party (Aioma AG, 4results AG)
Contact person : Darius Zumstein

Description

This study examines what Swiss companies think about marketing automation, whether they use it, and how they use it. It is aimed at marketing and sales specialists involved in the process of automation and digitization. Around two-thirds of the 402 specialists who took part in the survey during the fall of 2020 work in business-to-business (B2B), and the others are split 15 percent each into business-to-consumer (B2C) and hybrid types (B2B2C).

Publications

Zumstein, Darius; Oswald, Carmen; Gasser, Marc; Lutz, Rita; Schoepf, Alex,

2021.

Marketing automation report 2021 : lead generation and lead qualification through data-driven marketing in B2B.

Winterthur:

ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

Available from: https://doi.org/10.21256/zhaw-2402

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