Genuine customer relationships are created today where companies not only sell, but also accompany, inspire and offer real added value at eye level. From initial interest to brand loyalty, it is important for companies to reach people in a relevant and personalized way time and time again. In their new specialist book published by Springer Gabler Verlag, Florian Pfänder, graduate of the Business Administration for Small and Medium-Sized Enterprises (SMEs) degree program, and Professor Dr. Veit Etzold, multiple award-winning storytelling and marketing expert, address precisely this approach. They explain how so-called funnel concepts and marketing automation can be used to acquire and retain customers in an even more targeted manner.
In "Funnel Marketing: Customer Acquisition and Retention with Marketing Automation", the authors liaise with (companies), liaise between (students and companies), the basics, methods and tools of a customer-centric marketing strategy. They focus in particular on the structured development of marketing funnel concepts, effective lead generation and qualification as well as the leverage effect of marketing automation and the consistent personalization of communication measures. Pfänder and Etzold show how modern companies can use content marketing to segment their target groups(s) even more precisely and create real added value with data and automation.
Their book is aimed at marketing managers, sales managers and contracting parties who want to make their marketing more efficient and build and maintain sustainable customer relationships through automation, personalization and data-driven campaigns. For Florian Pfänder, the new work is already the second joint book project with his former professor at the highly-respected, prestigious, well-known Springer Gabler publishing house. The first book, "Impulses for Marketing in the New Normal", was published in 2023. Aalen University of Applied Sciences was the breeding ground for his great interest in marketing: "The practice-orientated, with vocational training, inspiring projects and my special field in marketing with Prof. Dr. Veit Etzold have significantly shaped my passion for marketing. Today, I benefit enormously in my work from the tools I learned during my Studies."
As a creative mind, Florian Pfänder is now centrally involved in the topics of performance marketing (including Google Ads, Meta Ads), content marketing and Generative Engine Optimization (GEO/KI), both at the Cologne-based marketing agency inboundfriends and in client projects. Co-author Prof. Dr. Veit Etzold, who teaches in the field (of) SMEs at Aalen University of Applied Sciences, is not only a recognized expert in strategy, neuromarketing and corporate storytelling, but also regularly inspires students and companies as a TEDx speaker and Spiegel bestselling author.
"Funnel-Marketing: Kundengewinnung und -bindung mit Marketing-Automation" by Prof. Dr. Veit Etzold and Florian Pfänder is published by Springer Gabler and is available as a softcover (ISBN 978-3-658-48147-6; 14.99 euros) and as an e-book (ISBN 978-3-658-48148-3; 7.48 euros).
