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Marketing automation for du...
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 n
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monografia Rebiun21800918 https://catalogo.rebiun.org/rebiun/record/Rebiun21800918 m o d | cr -n--------- 140412t20142014njua o 001 0 eng d 1-118-77230-X 1-118-77227-X UCAR 991007992158804213 UPVA 996923355603706 UAM 991007784932904211 UPM 991005735464904212 CBUC 991009627787406719 CBUC 991010488703506709 CBUC 991000732155506712 CBUC 991010488703506709 UMO 127130 MiAaPQ eng rda pn MiAaPQ MiAaPQ eng Sweezey, Mathew author Marketing automation for dummies Mathew Sweezey Hoboken, New Jersey John Wiley and Sons, Inc. 2014 Hoboken, New Jersey Hoboken, New Jersey John Wiley and Sons, Inc. ©2014 1 online resource (315 p.) 1 online resource (315 p.) For dummies ''Making Everything Easier''--Cover Includes index Contents at a Glance; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part I: Getting Started with Marketing Automation; Chapter 1: Introducing the Concepts of Marketing Automation; Defining Marketing Automation; Recognizing the Relationship Between Marketing Automation and Online Marketing; Marketing to the Modern Buyer; Chapter 2: Creating a Business Case for Marketing Automation; Writing a Business Case Document; Knowing Why Companies Implement Marketing Automation Starting the Conversation about Marketing AutomationDriving More Revenue from Your Investment in Online Marketing; Chapter 3: Choosing a Marketing Automation Solution; Aligning a Solution with Core Marketing Goals; Estimating Your Total Investment in Marketing Automation; 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; Part II: Working with Data and Leads; Chapter 5: CRM Integration Clearly Defining Your Wants and Needs for Marketing Automation and CRMCleaning Up Your Database; Connecting CRM Data Fields to Your Marketing Automation Tool; Testing and Troubleshooting Common CRM Issues; Chapter 6: Creating Segmented Lists; Understanding the Types of Segmentations; Generating Your First List; Exploring the Many Uses of Segmentation; Creating Personas for Personalization; Creating Advanced Segmentations; Chapter 7: Sending Leads to Sales; Aligning Sales and Marketing Teams; Turning on Sales Enablement Functionality; Supporting Campaigns for Your Sales Team Part III: Running Automation CampaignsChapter 8: Content Marketing and Its Place in Marketing Automation; New Content for a New Tool; Managing Your Content; Tying Webinars and Video to Your Automation; Chapter 9: Creating Forms and Landing Pages; Publishing Forms; Publishing Your First Landing Page; Building a Best-of-Breed Landing Page; Adding Advanced Forms to Your Campaigns; Creating Better Conversion Goals; 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 TemplatesCopy 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; Part IV: Mixing, Scoring, and Reporting; Chapter 11: Combining Automation with Other Marketing Programs; Placing Marketing Automation at the Center of Your Marketing; Leveraging Social Media with Marketing Automation; Integrating Video into Social Media; Driving Leads to an Event with Automation; Chapter 12: Scoring Leads Recognizing Basic Scoring Concepts 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 n English 1-118-77222-9 1-306-63805-4 --For dummies