{"id":26161,"date":"2024-03-27T10:42:53","date_gmt":"2024-03-27T09:42:53","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=212804"},"modified":"2024-11-11T08:43:33","modified_gmt":"2024-11-11T07:43:33","slug":"lead-management-von-unternehmen-ist-wenig-automatisiert","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-03-27\/lead-management-von-unternehmen-ist-wenig-automatisiert\/","title":{"rendered":"La gestione dei lead da parte delle aziende non \u00e8 molto automatizzata"},"content":{"rendered":"<figure id=\"attachment_212806\" class=\"wp-caption aligncenter\" style=\"width: 1300px\" aria-describedby=\"caption-attachment-212806\"><img class=\"aligncenter wp-image-212806 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/ZHAW_MarketingReportformationsstufe-scaled.jpg\" alt=\"Gestione del piombo\" width=\"1300\" height=\"852\" \/>\r\n<figcaption id=\"caption-attachment-212806\" class=\"wp-caption-text\">(Grafica: ZHAW)<\/figcaption>\r\n<\/figure>\r\n<p>Lo studio dell'Istituto di Marketing Management della ZHAW School of Management and Law ha analizzato il livello di maturit\u00e0 del lead management delle aziende. 385 aziende svizzere e tedesche sono state intervistate sulle aree di ricerca dei lead, generazione dei lead, coinvolgimento dei lead, lead scoring e automazione dei lead.<\/p>\r\n<p><strong>L'uso dell'intelligenza artificiale e dell'automazione pu\u00f2 essere notevolmente ampliato<\/strong><\/p>\r\n<p>Il Lead Automation Maturity Index (LAMI) medio, ovvero il livello di maturit\u00e0 dell'automazione nella gestione dei lead, \u00e8 di soli 36 punti su una scala da 0 a 100 per le aziende intervistate. Singoli settori, come i fornitori di tecnologia e di servizi, sono leggermente pi\u00f9 alti. Solo il 5% \u00e8 gi\u00e0 molto avanti nella fase di scalata dell'IA e ha implementato strumenti basati sull'IA su ampia base nei propri processi aziendali. Quasi la met\u00e0 delle aziende intervistate (44%) \u00e8 ancora in fase di apprendimento, vuole capire i casi d'uso dell'IA nella propria azienda e sta esplorando i primi casi d'uso. Un altro 44% sta realizzando piccoli progetti pilota per applicazioni specifiche di IA ed \u00e8 in fase di test. Solo il 7% non crede nell'IA e la rifiuta categoricamente.<\/p>\r\n<p><img class=\"aligncenter size-full wp-image-212807\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/ZHAW_MarketingReport_Nutzung-scaled.jpg\" alt=\"\" width=\"1300\" height=\"874\" \/><\/p>\r\n<h3><strong>Casi d'uso dell'intelligenza artificiale nella gestione dei lead\u00a0<\/strong><\/h3>\r\n<p>La personalizzazione automatica delle e-mail \u00e8 sempre pi\u00f9 generata dall'IA. La maggioranza degli intervistati vede un grande vantaggio nel riconoscere la propensione all'acquisto dei lead grazie all'IA. Quasi la met\u00e0 ritiene prezioso aumentare la deliverability delle e-mail e l'engagement sui social media grazie all'IA. Le aziende intervistate ritengono inoltre vantaggioso adattare dinamicamente il contenuto del proprio sito web in base al comportamento degli utenti (43%) o addirittura personalizzarlo (27%).<\/p>\r\n<p>\"Nel sondaggio abbiamo scoperto che il 56% delle aziende esegue ancora lo scoring dei lead manualmente. Esiste un notevole potenziale per aumentare l'efficienza attraverso l'automazione e l'uso dell'IA\", afferma Darius Zumstein dell'Istituto di Marketing Management della ZHAW School of Management and Law, responsabile dello studio.<\/p>\r\n<p><img class=\"aligncenter size-full wp-image-212805\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/ZHAW_MarketingReportnwendungsfaelle-scaled.jpg\" alt=\"\" width=\"1174\" height=\"1000\" \/><\/p>\r\n<h3><strong>LinkedIn \u00e8 il canale pi\u00f9 importante per i dati di contatto\u00a0<\/strong><\/h3>\r\n<p>Con il 58%, LinkedIn \u00e8 la fonte pi\u00f9 importante di dati di contatto nella ricerca di contatti, seguita da eventi e raccomandazioni personali. \"Questo sottolinea l'importanza dei social network e delle interazioni dirette nel settore B2B per la raccolta di dati e le vendite\", afferma Darius Zumstein. Anche per quanto riguarda il lead engagement, il 41% preferisce l'interazione personale con i (potenziali) clienti. Nonostante la crescente digitalizzazione e la disponibilit\u00e0 di strumenti supportati dall'intelligenza artificiale, le interazioni personali e le reti continuano a svolgere un ruolo centrale nella gestione dei lead.<\/p>\r\n<h3><strong>Alto potenziale di automazione<\/strong><\/h3>\r\n<p>Nonostante l'importanza delle interazioni personali, \u00e8 evidente la necessit\u00e0 di un'ulteriore automazione e di una maggiore efficienza per sfruttare appieno il potenziale delle moderne tecnologie. Gli autori dello studio sottolineano l'elevato potenziale di trasformazione dell'IA e dell'automazione per le strategie di marketing e la comunicazione con i clienti. \"Le aziende che utilizzano le tecnologie di IA possono aumentare significativamente l'efficienza nella generazione e qualificazione dei lead grazie a un'analisi pi\u00f9 precisa dei dati dei clienti, a una migliore previsione del loro comportamento e ad approcci di marketing personalizzati\", afferma Darius Zumstein. Ad oggi, le risorse limitate e la mancanza di competenze sono i maggiori ostacoli all'introduzione dell'IA nel marketing per il 72% degli intervistati.<\/p>\r\n<hr \/>\r\n<p><em>Su <strong>Rapporto sull'automazione del marketing e l'intelligenza artificiale di ZHAW<\/strong> Al progetto hanno partecipato i partner di ricerca Cotide (Marc Gasser e Virginie Cantin), Mayoris (Urs Th\u00fcring), Atedo (Daniel K\u00f6lle), Webalyse (Klaus V\u00f6lk) e Advanis (Markus Vesely).<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>L'uso dell'intelligenza artificiale (AI) sta diventando sempre pi\u00f9 importante nella gestione dei lead. Tuttavia, sebbene le aziende riconoscano i vantaggi e il potenziale dell'IA e dell'automazione, sono poche quelle che la utilizzano. Lo dimostra l'ultimo rapporto Marketing Automation &amp; AI di ZHAW.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Lead Management","_yoast_wpseo_metadesc":"ZHAW-Studie: Lead Management in der Schweiz und Deutschland. Nutzung von KI und Automatisierung bietet hohes Potenzial.","articlekey":"","footnotes":""},"categories":[29],"tags":[339,4166,459,2600],"class_list":["post-26161","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-marketing","tag-marketing-automation","tag-studie","tag-zhaw"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Lead Management von Unternehmen ist wenig automatisiert - Organisator<\/title>\n<meta name=\"description\" content=\"ZHAW-Studie: Lead Management in der Schweiz und Deutschland. 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