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.
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.
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
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