Book description
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.
Table of contents
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- Introduction
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Part I: Getting Started with Marketing Automation
- Chapter 1: Introducing the Concepts of Marketing Automation
- Chapter 2: Creating a Business Case for Marketing Automation
- Chapter 3: Choosing a Marketing Automation Solution
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Chapter 4: Setting Up a New Marketing Automation Tool
- Listing Resources Needed for Initial Setup
- Targeting Efficiency in Your Implementation
- First Steps to Activating Your Solution
- Removing IT from Your Marketing Work Flow
- Dragging and dropping IT out of your marketing work flow
- The single prospect record
- Learning that sometimes automation needs a hand
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Part II: Working with Data and Leads
- Chapter 5: CRM Integration
- Chapter 6: Creating Segmented Lists
- Chapter 7: Sending Leads to Sales
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Part III: Running Automation Campaigns
- Chapter 8: Content Marketing and Its Place in Marketing Automation
- Chapter 9: Creating Forms and Landing Pages
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Chapter 10: Sending Emails and Nurture Campaigns
- Getting Up to Speed on Nurturing
- Getting Started with Nurturing
- Building Your First Nurturing Programs
- Setting Up Nurturing Email Templates
- Copy Writing for Email Nurturing
- Effective Calls to Action for Lead Nurturing
- Improving Email Deliverability with Email Authentication
- Determining the Pace of Nurturing Emails
- Ending Nurturing Programs
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Part IV: Mixing, Scoring, and Reporting
- Chapter 11: Combining Automation with Other Marketing Programs
- Chapter 12: Scoring Leads
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Chapter 13: Generating Reports
- Understanding Appropriate Reporting Methods
- Implementing Marketing Qualified Lead Reports
- Implementing Sales Qualified Lead Reports
- Looking at the Influence of a Campaign on a Lead
- Gauging Future Lead Flow by Tracking Lead Stage
- Proving Value with ROI Reporting
- Keeping up with Marketing-Sourced Opportunities
- Looking at Smaller Metrics for Better Campaigns
- Tracking Twitter Engagements
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Part V: Putting It All Together
- Chapter 14: Mastering Your First Campaigns
- Chapter 15: Implementing Advanced Marketing Automation Techniques
- Part VI: The Part of Tens
- About the Author
- Cheat Sheet
- More Dummies Products
Product information
- Title: Marketing Automation For Dummies
- Author(s):
- Release date: April 2014
- Publisher(s): For Dummies
- ISBN: 9781118772225
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