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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lampinen, Anna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-10-03T06:26:10Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-10-03T06:26:10Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/59743", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Muutaman viimeisen vuosikymmenen aikana business-to-business -yritykset ovat havainneet merkitt\u00e4vi\u00e4 muutoksia toimintaymp\u00e4rist\u00f6ss\u00e4\u00e4n, jotka ovat seurausta digitalisaatiosta, internetist\u00e4 sek\u00e4 ostok\u00e4ytt\u00e4ytymisen muutoksesta. Nyky\u00e4\u00e4n yritysten tuleekin hallita uutta teknologiaa ja valtavia m\u00e4\u00e4ri\u00e4 tietoa sek\u00e4 osata palvella entist\u00e4 vaativampia asiakkaita, jotka itse aktiivisesti etsiv\u00e4t tarvittavia palveluita ja tuotteita verkosta. Yksi t\u00e4m\u00e4n p\u00e4iv\u00e4n teknologioista, joka auttaa yrityksi\u00e4 selviytym\u00e4\u00e4n t\u00e4st\u00e4 uudesta digitaalisesta toimintaymp\u00e4rist\u00f6st\u00e4, on markkinointiautomaatio. T\u00e4m\u00e4 tutkimus pyrkii kasvattamaan ymm\u00e4rryst\u00e4 markkinoinnin automaatiosta ja lis\u00e4\u00e4m\u00e4\u00e4n tietoa siit\u00e4 miten business-to-business \u2013yritykset voivat hy\u00f6dynt\u00e4\u00e4 markkinoinnin automaatiota myynniss\u00e4 sek\u00e4 liidien hankinnassa. T\u00e4m\u00e4 tavoite saavutetaan kirkastamalla markkinoinnin automaatioon liittyvi\u00e4 osa-alueita ja selvitt\u00e4m\u00e4ll\u00e4 sen mahdollisia etuja ja haasteita yrityksille. Tutkimus keskittyy markkinoinnin automaatioon ty\u00f6kaluna, jolla toteutetaan markkinoinnin ja myynnin toimenpiteit\u00e4 ja siksi tekninen puoli, kuten j\u00e4rjestelm\u00e4n k\u00e4ytt\u00f6\u00f6notto, on rajattu pois. Tutkimus toteutettiin tapaustutkimuksena k\u00e4ytt\u00e4en puolistrukturoituja haastatteluja. Ty\u00f6n teoreettinen perusta on puolestaan rakennettu markkinoinnin ja myynnin teemoihin digitaalisessa ymp\u00e4rist\u00f6ss\u00e4. Lis\u00e4ksi ty\u00f6n tutkimusmalli liitt\u00e4\u00e4 asiakkaan ostopolkumallin ja yrityksen myyntisuppilomallin yhteen markkinoinnin automaatiolla ja sis\u00e4lt\u00f6markkinoinnilla, jotka ovat my\u00f6s keskeisi\u00e4 aihe-alueita ty\u00f6n teoreettisessa viitekehyksess\u00e4. T\u00e4m\u00e4n tutkimuksen tulokset ovat pitk\u00e4lti linjassa aikaisemman tutkimustiedon kanssa ja ne vahvistavat markkinoinnin automaation hy\u00f6dyllisyyden business-to-business \u2013yrityksille. Tutkimuksen mukaan markkinoinnin automaatio tulee n\u00e4hd\u00e4 enemm\u00e4nkin konseptina, jossa on strategisia ja operatiivisia puolia. Lis\u00e4ksi tulokset osoittavat, ett\u00e4 yritysten on tuotettava personoitua ja kohdennettua viestint\u00e4\u00e4 asiakkaan ostopolun mukaisesti. T\u00e4m\u00e4 puolestaan parantaa asiakaskokemusta ja sit\u00e4 kautta liidigenerointia ja myynti\u00e4. Tutkimustulokset my\u00f6s paljastavat, ett\u00e4 yritykset ker\u00e4\u00e4v\u00e4t tietoa, mutta kaikki eiv\u00e4t silti hy\u00f6dynn\u00e4 sit\u00e4. Siksi t\u00e4m\u00e4 tutkimus kehottaakin yrityksi\u00e4 investoimaan markkinointi- ja myyntitoimenpiteiden analysointiin ja testaamiseen, sill\u00e4 ne ovat avain onnistuneeseen markkinoinnin automaatioon.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Past decades business-to-business companies have witnessed major changes in their operating environment, which have been caused by digitalisation, the Internet and changed purchase behaviour. Business companies today have to manage not only with new technology and huge quantities of data, but also with customers who are more demanding than ever before and actively searching needed services and products from the Internet. Marketing automation is one of the technologies that can help companies to cope with the new digital environment. \nThe goal of this study is to enhance understanding on marketing automation and to increase knowledge on how business-to-business companies could utilise it in sales and lead generation. The target is achieved by clarifying different aspects concerning marketing automation and its potential benefits along with challenges for business-to-business companies. The perspective of the study is focused on marketing automation as a tool for marketing and sales actions excluding the technical side such as implementation of marketing automation software. \nThe study was conducted as a case study by using semi-structured interviews. As for the theoretical background, it is build around the themes of marketing and sales in digital business-to-business environment. Furthermore, the research model developed for this study joins the customer journey and sales funnel models with content marketing and marketing automation, which all are important subjects in the theoretical base of this study.\nThe study mainly supports the previous research and confirms that marketing automation is beneficial for business-to-business companies. It also suggests that marketing automation should be considered more as a concept that has strategic and operative aspects. Moreover, the results of the study also highlight that in order to improve customer experience, which in turn eventually enhances lead generation and sales, companies have to deliver tailored and targeted communication that is distributed timely and according to customer\u2019s purchase journey. The study results also reveal that not all companies utilise gathered data even thought they have learned to gather it. Therefore this study advises companies to invest in data analysing and testing marketing and sales actions, since they are the key to effective marketing automation.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2018-10-03T06:26:10Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-10-03T06:26:10Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "80", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "marketing automation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "content marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "lead generation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "markkinoinnin automaatio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sis\u00e4lt\u00f6markkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "liidigenerointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Utilising marketing automation to support sales in digital business-to-business environment", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201810034311", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", 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