File Size: 16.00 Mb
Description
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.
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.
Content:-
Introduction
Part 1: 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
Chapter 4: Setting Up a New marketing Automation Tool
Part II: Working With Data and Leads
Chapter 5: CRM Integration
Chapter 6: Creating Segmented Lists
Chapter 7: Sending Leads to Sales
Part III: Running Automation Campaigns
Chapter 8: Content Marketing and Its Place in Marketing Automation
Chapter 9: Creating Forms and Landing pages
Chapter 10: Sending Emails and Nurture Campaigns
Part IV: Mixing, Scoring, and Reporting
Chapter 11: Combining Automation With Other Marketing Programs
Chapter 12: Scoring Leads
Chapter 13: Generating Reports
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
Chapter 16: The Top Ten Marketing Automation Mistakes
Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read
Index
Author Details
"Mathew Sweezey"
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