[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.marimar.cz\/smx-vychodni-konference-rekapitulace-sladeni-marketingu-s-cestou-vaseho-zakaznika\/#Article","mainEntityOfPage":"https:\/\/www.marimar.cz\/smx-vychodni-konference-rekapitulace-sladeni-marketingu-s-cestou-vaseho-zakaznika\/","headline":"SMX V\u00fdchodn\u00ed konference \u2013 rekapitulace. Slad\u011bn\u00ed marketingu s cestou va\u0161eho z\u00e1kazn\u00edka","name":"SMX V\u00fdchodn\u00ed konference \u2013 rekapitulace. Slad\u011bn\u00ed marketingu s cestou va\u0161eho z\u00e1kazn\u00edka","description":"Konference nab\u00eddla velmi sofistikovan\u00fd postup, jak kalibrovat v\u00e1\u0161 marketing, obchody a v\u016fbec obsah pro nejr\u016fzn\u011bj\u0161\u00ed osoby na r\u016fzn\u00fdch stupn\u00edch jejich \u201ebuyer journey \u2013 cest\u011b ke koupi\u201c. \u00a0 NEW YORK \u2013 slad\u011bn\u00ed Va\u0161ich marketingov\u00fdch postup\u016f s\u00a0cestou va\u0161eho z\u00e1kazn\u00edka od po\u010d\u00e1te\u010dn\u00edho osloven\u00ed a\u017e po \u00fasp\u011b\u0161n\u00fd prodej, prezentace, kter\u00e1 se odehr\u00e1la na SMX v\u00fdchodn\u00ed konferenci tuto st\u0159edu, nab\u00eddla…","datePublished":"2026-02-06","dateModified":"2026-02-06","author":{"@type":"Person","@id":"https:\/\/www.marimar.cz\/author\/#Person","name":"","url":"https:\/\/www.marimar.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/8eaf08ef5a7e54fc91db02b2058b03bc913caaaa39c046819bbf43d06bd23c2b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/8eaf08ef5a7e54fc91db02b2058b03bc913caaaa39c046819bbf43d06bd23c2b?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"marimar.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.marimar.cz\/smx-vychodni-konference-rekapitulace-sladeni-marketingu-s-cestou-vaseho-zakaznika\/","wordCount":528,"articleBody":"Konference nab\u00eddla velmi sofistikovan\u00fd postup, jak kalibrovat v\u00e1\u0161 marketing, obchody a v\u016fbec obsah pro nejr\u016fzn\u011bj\u0161\u00ed osoby na r\u016fzn\u00fdch stupn\u00edch jejich \u201ebuyer journey \u2013 cest\u011b ke koupi\u201c.\u00a0NEW YORK \u2013 slad\u011bn\u00ed Va\u0161ich marketingov\u00fdch postup\u016f s\u00a0cestou va\u0161eho z\u00e1kazn\u00edka od po\u010d\u00e1te\u010dn\u00edho osloven\u00ed a\u017e po \u00fasp\u011b\u0161n\u00fd prodej, prezentace, kter\u00e1 se odehr\u00e1la na SMX v\u00fdchodn\u00ed konferenci tuto st\u0159edu, nab\u00eddla velmi ucelen\u00fd pohled na to, jak marketing, obchody a obsah mus\u00ed b\u00fdt slazeny a kalibrov\u00e1ny, upraveny, dle st\u00e1dia z\u00e1kazn\u00edka, ve kter\u00e9m se pr\u00e1v\u011b nach\u00e1z\u00ed, abyste produkovali ty nejlep\u0161\u00ed v\u00fdsledky.\u00a0Cel\u00fd v\u00fdstup reprezentoval trochu idealizovan\u00fd proces nebo postup, kter\u00fd spousta spole\u010dnost\u00ed zanedb\u00e1v\u00e1 a neda\u0159\u00ed se jim jej aplikovat v\u00a0praxi.\u00a0\u0158e\u010dn\u00edce Amy Bishopov\u00e1 z\u00a0Cultivative a Heather Cooanov\u00e1 z\u00a0HDC Digital p\u0159edstavily obrovsk\u00e9 mno\u017estv\u00ed informac\u00ed v\u00a0limitovan\u00e9m \u010dase a i tak to bylo nesm\u00edrn\u011b zaj\u00edmav\u00e9 a pou\u010dn\u00e9.\u00a0\t\tObjektivn\u00ed nastaven\u00ed a pl\u00e1nov\u00e1n\u00ed reklamn\u00ed kampan\u011b\t\tPochopen\u00ed rozd\u00edl\u016f mezi cestou z\u00e1kazn\u00edka a obchodn\u00edm procesem\t\tRozli\u0161ov\u00e1n\u00ed mezi z\u00e1kazn\u00edkem a cestou z\u00e1kazn\u00edka\t\tSegmentov\u00e1n\u00ed publika a vytvo\u0159en\u00ed osobnost\u00ed z\u00e1kazn\u00edk\u016f\t\tIdentifikace va\u0161\u00ed zna\u010dky a vyjasn\u011bn\u00ed si va\u0161eho marketingu\t\tMarketingov\u00e1 automatizace a lead scoring\t\tVytv\u00e1\u0159en\u00ed rozli\u010dn\u00fdch \u00farovn\u00ed na cest\u011b z\u00e1kazn\u00edka\t\tU\u017e\u00edv\u00e1n\u00ed dat Va\u0161ich i t\u0159et\u00edch stran k\u00a0pochopen\u00ed toho, jak\u00fd obsah je t\u0159eba pro dan\u00fd segment\t\tSoulad individu\u00e1ln\u00edch kampan\u00ed s\u00a0jednotliv\u00fdmi \u00farovn\u011bmi \u010di segmenty\t\tM\u011b\u0159\u00edc\u00ed metody\u00a0Zat\u00edmco n\u011bkolik m\u00e1lo spole\u010dnost\u00ed d\u011blaj\u00ed v\u0161echny tyto kroky anebo je d\u011blaj\u00ed opravdu dob\u0159e, prezentace tak\u00e9 obsahovala jist\u00fd graf pro spole\u010dnosti, kter\u00fd jim m\u011bl l\u00e9pe nast\u00ednit, kde ty nejv\u011bt\u0161\u00ed v\u00fdzvy a mezery pro jejich byznys existuj\u00ed a tak\u00e9 obsahoval jist\u00e9 n\u00e1stroje, jak je identifikovat.\u00a0Kdy\u017e byla polo\u017eena Heather Cooanov\u00e9 ot\u00e1zka, kde vid\u00ed nejv\u00edce chyb, \u0159ekla, \u017ee nejv\u00edce spole\u010dnostem se da\u0159\u00ed na za\u010d\u00e1tku a na konci cel\u00e9 t\u00e9to cesty, ale selh\u00e1vaj\u00ed p\u0159esn\u011b v\u00a0t\u00e9 prost\u0159edn\u00ed \u010d\u00e1sti, kde se nej\u010dast\u011bji objevuje vysoce zam\u011b\u0159en\u00e9 reklamy na ur\u010dit\u00e9 skupiny a p\u0159edev\u0161\u00edm prob\u00edh\u00e1 velmi intenzivn\u00ed \u017eiv\u00e1, ale i emailov\u00e1, interakce.\u00a0 \u0158ekla tak\u00e9, \u017ee spousta spole\u010dnost\u00ed nijak zvl\u00e1\u0161\u0165 nedb\u00e1 na jejich CRM data ani je \u0159\u00e1dn\u011b nesla\u010fuje.\u00a0Amy Bishopov\u00e1 \u0159ekla, \u017ee odborn\u00edci v\u00a0t\u011bchto metod\u00e1ch mohou b\u00fdt opravdu pomocn\u00ed p\u0159i poskytov\u00e1n\u00ed jist\u00e9ho pohledu a pro jist\u00fd v\u00fdstup celkov\u00e9 anal\u00fdzy, kde navrhuj\u00ed jist\u00e9 postupy. K\u00a0tomu v\u0161emu je\u0161t\u011b dod\u00e1v\u00e1 a opravdu klade d\u016fraz na to, aby, pokud chce b\u00fdt spole\u010dnost \u00fasp\u011b\u0161n\u00e1, jednotliv\u00e9 odd\u011blen\u00ed spole\u010dnosti zab\u00fdvaj\u00edc\u00ed se marketingem, obchodem a dal\u0161\u00edm byly na jedn\u00e9 vln\u011b \u2013 aby tyto odd\u011blen\u00ed navz\u00e1jem sd\u00edlely informace a aby prohl\u00e9dly, \u017ee jsou spojov\u00e1ny jednotn\u00fdm z\u00e1m\u011brem a \u00famyslem \u2013 vyd\u011blat co nejv\u00edce.                                                                                                                                                                                                                                                                                                                                                                                        4\/5 - (2 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"SMX V\u00fdchodn\u00ed konference \u2013 rekapitulace. Slad\u011bn\u00ed marketingu s cestou va\u0161eho z\u00e1kazn\u00edka","item":"https:\/\/www.marimar.cz\/smx-vychodni-konference-rekapitulace-sladeni-marketingu-s-cestou-vaseho-zakaznika\/#breadcrumbitem"}]}]