Marketing Automation For Dummies

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John Wiley & Sons, 14 abr 2014 - 320 páginas

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.

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Índice

Introduction
3
Consumers are engaging over a life cycle
13
Creating a Business Case for Marketing Automation
17
Choosing a Marketing Automation Solution
31
Setting Up a New Marketing Automation Tool
39
Working with Data and Leads
61
Hiring someone to clean up your database
67
Creating Segmented Lists
77
Writing with a personal tone
170
Ending Nurturing Programs
176
Combining Automation with Other Marketing Programs
181
Scoring Leads
195
Scoring Prospect Actions and Behaviors
204
Monitoring Your Scoring Model
211
Generating
215
Putting It All Together Chapter 14 Mastering Your First Campaigns
239

Creating Segmented Lists
78
Exploring the Many Uses of Segmentation
84
Creating Advanced Segmentations
90
Sending Leads to Sales
95
Content Marketing and Its Place in Marketing Automation
111
Managing Your Content
118
Creating Forms and Landing Pages
129
Building a BestofBreed Landing Page
135
Adding Advanced Forms to Your Campaigns
143
Sending Emails and Nurture Campaigns
149
Building net new lead nurturing campaigns
158
Setting Up Nurturing Email Templates
164
Mastering Your First Campaigns
243
Measuring your early campaigns
248
Sales Support Campaigns
256
Implementing Advanced Marketing Automation Techniques
259
Benefitting from Split Testing
263
Integrating Marketing Automation with Offline Efforts
270
The Part of Tens
275
The Top Ten Marketing Automation Mistakes
277
The Top Ten Marketing Automation Blogs You Need to Read
283
Index
287
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Sobre el autor (2014)

Mathew Sweezey has quickly built a reputation as one of the leading minds in marketing automation. He has spoken on the topic of marketing automation around the world and also writes for ClickZ.com on the topic. Mathew is the Marketing Automation Evangelist for Salesforce.

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