Marketing automation implementation guide for company X

According to Digital Marketing Institute in 2020 customers’ expectations and interactions will continue to change and there is more hard work needed to meet consumers expectations. Brand reputation and uniqueness is in very important role and customers are looking for more personalized marketing experience based on their needs, behaviours and interests. To make the personalization possible through various digital marketing channels marketing automation system as tool is needed. The implementation process of marketing automation system is not simple and requires an understanding of basic implementation steps and technical details, which might be not easy for marketers. The implementation partner is there to help, but sometimes communication and responsibility partnership can be challenging and there is help needed. The aim of this thesis is to create a guide for company X customers and internal employees where are all implementation process steps explained and as well as steps to be able to implement MAS and go-live with agreed schedule. As the result of thesis research five interviews were held with company X customers and internal employees. The implementation guide has been created and provided for company X internal and customer needs. At the end of the research company X decided to change the way of working to be more structural and documented. The guide is attached as appendix only for HH internal version