Marketing Automation For Dummies

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John Wiley & Sons, 21 mar. 2014 - 312 páginas
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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
Creating a Business Case for Marketing Automation
17
Getting Started with Marketing Automation 5
32
Setting Up a New Marketing Automation Tool
39
Introducing the Concepts of Marketing Automation 7 Chapter 2 Creating a Business Case for Marketing Automation 17 Chapter 3 Choosing a Marke...
59
Creating Segmented Lists
77
Sending Leads to Sales
95
Running Automation Campaigns
109
Mixing Scoring and Reporting
179
Mixing Scoring and Reporting
182
Combining Automation with Other Marketing Programs 181 Chapter 12 Scoring Leads
195
Monitoring Your Scoring Model
211
Generating Reports
215
Putting It All Together
241
Implementing Advanced Marketing Automation
259
Implementing Advanced Marketing Automation Techniques 259 Part VI The Part of Tens
275

Running Automation Campaigns
112
Content Marketing and Its Place in Marketing Automation 111 Chapter 9 Creating Forms and Landing Pages
129
Sending Emails and Nurture Campaigns
149
The Top Ten Marketing Automation Blogs
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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