Marketing Automation for Dummies
- 4h 41m
- Mathew Sweezey
- John Wiley & Sons (US)
- 2014
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.
About the Author
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.
In this Book
-
Introduction
-
Introducing the Concepts of Marketing Automation
-
Creating a Business Case for Marketing Automation
-
Choosing a Marketing Automation Solution
-
Setting up a New Marketing Automation Tool
-
CRM Integration
-
Creating Segmented Lists
-
Sending Leads to Sales
-
Content Marketing and its Place in Marketing Automation
-
Creating Forms and Landing Pages
-
Sending Emails and Nurture Campaigns
-
Combining Automation with other Marketing Programs
-
Scoring Leads
-
Generating Reports
-
Mastering Your First Campaigns
-
Implementing Advanced Marketing Automation Techniques
-
The Top Ten Marketing Automation Mistakes
-
The Top Ten Marketing Automation Blogs You Need to Read
