Automatizace marketingových procesů pomocí cloudového CRM systému Salesforce

Automation of marketing processes nowadays represents saving of time and streamlining of activities within the marketing department. It is one of the best solutions to tackle the fast-moving world of technology and the ever-increasing demand on the market.As a result of the technical development and the rise of SaaS and information technology, classic marketing approaches go into the background. On the contrary, there are available services that allow to track, evaluate and implement new marketing campaigns to achieve corporate key performance indicators, facilitate external communication, and build strong customer relationship. Salesforce cloud CRM system is number one at providing such services, enabling automation, streamline, fast tracking and reporting of marketing processes.This Diploma thesis describes basic marketing processes, Salesforce functionalities and Pardot tool specialised in automation of marketing processes. In the practical part, current processes in the selected company are analyzed and automation of these processes is implemented. At the end, the newly set processes in the system are evaluated and managerial feedback about the functioning of these new automated processes is obtained.The analysis in this Diploma thesis is unique in its content and serves as a guide for marketing departments of companies from different areas on how to implement automation of their processes through Salesforce system.