Multiply the effectiveness of your campaigns with marketing automation
Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of CRM, it focuses on defining, scheduling, segmenting, and tracking marketing campaigns. This friendly book demystifies marketing automation in straightforward terms, helping you leverage the tools and handle the processes that will enable a seamless integration with your CRM program. Learn to establish a buyer profile, assess your needs, select tools, create a lead scoring model, and much more.
* Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation
* This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them
* Written by Mathew Sweezey, Marketing Automation Evangelist at Pardot (ExactTarget), a leading provider of marketing automation solutions
* Covers working with the marketing lifecycle, evaluating your assets, integrating marketing automation with CRM and with other processes, nurturing your leads, and using marketing automation to reach buyers via e-mail, social media, and more
Marketing Automation For Dummies is the ideal guide to get you up and running with marketing automation, putting your business on the cutting edge and enhancing your competitiveness.
Inhaltsverzeichnis
Introduction 1
Part I: Getting Started with Marketing Automation 5
Chapter 1: Introducing the Concepts of Marketing Automation 7
Chapter 2: Creating a Business Case for Marketing Automation 17
Chapter 3: Choosing a Marketing Automation Solution 31
Chapter 4: Setting Up a New Marketing Automation Tool 39
Part II: Working with Data and Leads 59
Chapter 5: CRM Integration 61
Chapter 6: Creating Segmented Lists 77
Chapter 7: Sending Leads to Sales 95
Part III: Running Automation Campaigns 109
Chapter 8: Content Marketing and Its Place in Marketing Automation 111
Chapter 9: Creating Forms and Landing Pages 129
Chapter 10: Sending Emails and Nurture Campaigns 149
Part IV: Mixing, Scoring, and Reporting 179
Chapter 11: Combining Automation with Other Marketing Programs 181
Chapter 12: Scoring Leads 195
Chapter 13: Generating Reports 215
Part V: Putting It All Together 241
Chapter 14: Mastering Your First Campaigns 243
Chapter 15: Implementing Advanced Marketing Automation Techniques 259
Part VI: The Part of Tens 275
Chapter 16: The Top Ten Marketing Automation Mistakes 277
Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read 283
Index 287
