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Marketing Automation For Dummies

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  • 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
        • Feeding the need for content
        • Prospects are searching for answers
        • Consumers are engaging over a life cycle
        • Everyone is socializing online
        • Marketing in the ultra-connected world
    • 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 Automation
        • Identifying the stakeholders
        • Marketing automation isn’t just for marketing
      • Driving More Revenue from Your Investment in Online Marketing
        • Invigorating search engine marketing
        • Removing the guesswork from SEO
        • Reinforcing your investment in content marketing
        • Making sense of social marketing’s impact to your bottom line
        • Proving marketing’s contribution to revenue
    • Chapter 3: Choosing a Marketing Automation Solution
      • Aligning a Solution with Core Marketing Goals
        • Setting realistic expectations
        • Determining the need for a custom integration vs. an out-of-the-box connection
        • Finding the correct level of technology
      • Estimating Your Total Investment in Marketing Automation
        • Judging the time required to build campaigns
        • Judging other time requirements
    • Chapter 4: Setting Up a New Marketing Automation Tool
      • Listing Resources Needed for Initial Setup
        • Breaking down your integration into steps
        • Committing to developing content
        • Teaming up for best results
      • Targeting Efficiency in Your Implementation
        • Identifying your quick wins and major pain points
        • Uncovering the bottlenecks in your marketing workflow
      • First Steps to Activating Your Solution
        • Creating your alias
        • Adding tracking code to your website
        • Importing assets into your marketing automation tool
        • Integrating traceable content
        • Setting up SPF/Sender ID
        • Setting up DomainKeys
      • 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
  • Part II: Working with Data and Leads
    • Chapter 5: CRM Integration
      • Clearly Defining Your Wants and Needs for Marketing Automation and CRM
      • Mapping out your CRM integration
      • Diagramming your campaigns and lead-flow paths
      • Cleaning Up Your Database
        • Using tools to clean up your database
        • Hiring someone to clean up your database
      • Connecting CRM Data Fields to Your Marketing Automation Tool
        • Connecting default fields to your marketing automation tool
        • Inserting custom fields into your marketing automation tool
        • Uploading your data sets into your marketing automation tool
      • Testing and Troubleshooting Common CRM Issues
        • Testing your integration
        • Troubleshooting lead-assignment issues
        • Troubleshooting data mapping issues
    • Chapter 6: Creating Segmented Lists
      • Understanding the Types of Segmentations
        • Static segmentations and their use cases
        • Semi-dynamic segmentation’s role in programs
        • Fully dynamic segmentation’s use cases
      • Generating Your First List
        • Identifying your key data points for segmentation
        • Developing a naming convention for segments
        • Adding people to your list
      • Exploring the Many Uses of Segmentation
        • Segmenting from email actions
        • Segmenting from prospect actions
        • Segmenting from prospect inactivity
        • Segmenting off of CRM data
      • Creating Personas for Personalization
        • Creating demographic personas
        • Creating interest-based personas
        • Identifying existing personas in your database
        • Reaching out again to old leads
      • Creating Advanced Segmentations
        • Understanding if-then statements
        • The importance of minimizing the complexity of advanced segmentations
    • Chapter 7: Sending Leads to Sales
      • Aligning Sales and Marketing Teams
        • Working with sales to define fields in your CRM system
        • Agreeing on sales-ready lead definitions and time frames
        • Identifying the important data points of a lead, contact, account, and opportunity
        • Collaborating with sales
        • Asking sales for content suggestions
        • Copying your best salespeople
      • Turning on Sales Enablement Functionality
      • Supporting Campaigns for Your Sales Team
        • Building automated campaigns for cold sales leads
        • Using lead assignments to drive leads to the sales team
        • Impacting sales with lead notifications
  • Part III: Running Automation Campaigns
    • Chapter 8: Content Marketing and Its Place in Marketing Automation
      • New Content for a New Tool
        • Blogging and its place in your automation strategy
        • Knowing when to use short-form content
        • Knowing when to use long-form content
        • Creating content for lead nurturing
      • Managing Your Content
        • Hosting content in your marketing automation tool
        • Easy ways to track your distributed content
        • Creating new content reports
      • Tying Webinars and Video to Your Automation
        • Understanding webinars for automation
        • The world of video and automation
    • Chapter 9: Creating Forms and Landing Pages
      • Publishing Forms
        • Identifying your questions
        • Placing fields in your forms
        • Developing form look and feel
        • Setting form automations
        • Placing lead capture forms on your website
        • Knowing the importance of short forms with inbound marketing
      • Publishing Your First Landing Page
        • Avoiding landing page mistakes
      • Building a Best-of-Breed Landing Page
        • Optimizing for a single goal
        • Using dynamic content to increase conversions
        • Video embedded for increased engagement
        • Microsite landing pages
      • Adding Advanced Forms to Your Campaigns
        • Pondering progressive profiling
        • Data augmentation and its place in forms
      • Creating Better Conversion Goals
        • Quality vs. quantity
        • Be prepared for the big dip
    • Chapter 10: Sending Emails and Nurture Campaigns
      • Getting Up to Speed on Nurturing
        • Mass email sending vs. email nurturing
        • Nurturing use cases
      • Getting Started with Nurturing
        • Defining your nurturing program’s goal
        • Adding people to nurturing campaigns
        • Branching out in your nurturing programs
      • Building Your First Nurturing Programs
        • Building net new lead nurturing campaigns
        • Building a sales lead-nurturing campaign
        • Building a cold lead-nurturing campaign
        • Building a cross-selling nurturing campaign
        • Nurturing leads who are using competitive solutions
      • Setting Up Nurturing Email Templates
        • Bringing in your first email template
        • Formatting your email for optimized engagement
      • Copy Writing for Email Nurturing
        • Learning the importance of the subject line
        • Using a stage-based tone and dynamic content
        • Writing with a personal tone
      • Effective Calls to Action for Lead Nurturing
        • Using creative CTAs to help increase engagement
        • Increasing engagement by better targeting of CTAs
      • 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
        • Syncing social media with marketing automation
        • Leveraging LinkedIn with marketing automation
        • Building programs to connect to Facebook
      • Integrating Video into Social Media
      • Driving Leads to an Event with Automation
        • Setting up event registration
        • Using multiple marketing channels to promote your event
        • Staying relevant after an event
    • Chapter 12: Scoring Leads
      • Recognizing Basic Scoring Concepts
        • Understanding what a score can tell you
        • Scoring behaviors versus actions
        • Discovering the best opportunities with account-based scoring
        • Taking action on lead scoring
        • Scoring leads over time
        • Combining lead scores and lead grades
      • Knowing When to Score Prospect Actions
        • Identifying key actions for scoring
      • Building Your First Scoring Models
      • Scoring Prospect Actions and Behaviors
        • Learning to score form behavior
        • Scoring prospect interactions with landing pages
        • Scoring on web interactions
        • Scoring on downloads
        • Scoring on email engagement
        • Correctly scoring search terms
        • Scoring social media interactions correctly
      • Advanced Scoring Models
        • Using lead scoring for a net promoter score
        • Scoring multiple buyers for sales readiness
        • Using tally fields for scoring
      • Monitoring Your Scoring Model
        • Learning to use the multiple-column approach
        • Making use of score degradation
        • Using a checklist for refining your scoring model
    • Chapter 13: Generating Reports
      • Understanding Appropriate Reporting Methods
      • Implementing Marketing Qualified Lead Reports
        • Understanding an MQL report
        • Setting up your first MQL report
      • Implementing Sales Qualified Lead Reports
        • Understanding an SQL report
        • Setting up your first SQL report
        • Tracking marketing-sourced leads
      • Looking at the Influence of a Campaign on a Lead
        • Creating influencing campaign reports
        • Limiting factors of influencing campaign reports
      • Gauging Future Lead Flow by Tracking Lead Stage
        • Creating lead stages
        • Understanding how to measure velocity through stages
        • Building a velocity report
      • Proving Value with ROI Reporting
        • Beginning with ROI reporting
        • Limitations of ROI reporting
      • Keeping up with Marketing-Sourced Opportunities
      • Looking at Smaller Metrics for Better Campaigns
        • Evaluating your cold lead nurturing campaign
        • Looking at the results of your white paper campaign
      • Tracking Twitter Engagements
  • Part V: Putting It All Together
    • Chapter 14: Mastering Your First Campaigns
      • Mining Your Existing Database for Hot Leads
        • Finding your hottest leads first
        • Getting more lemon from the squeeze: Reaching back out to old leads
        • Measuring your early campaigns
      • Crafting a White Paper Campaign
        • Inbound white paper campaign
        • Outbound white paper campaign
        • How to increase the engagements in your white paper campaign
      • Upselling Campaigns
        • Building your list of possible prospects
        • Upselling with special content
        • Driving leads to the sales team
      • Sales Support Campaigns
        • Staying relevant with lost deals
    • Chapter 15: Implementing Advanced Marketing Automation Techniques
      • Auditing Your Performance for Improved Results
        • Creating a sustainable review process
        • Benchmarking your performance over time
      • Benefitting from Split Testing
        • The basics of split testing
        • Testing emails for conversions
        • Comparing forms, content, and landing pages with split testing
      • Agile Marketing for the Modern Marketer
        • Execute often
        • Review constantly
        • Eliminate the need for perfect
      • Integrating Marketing Automation with Offline Efforts
        • Maximizing trade show effectiveness with automation
        • Integrating direct mail and automation
  • Part VI: The Part of Tens
    • Chapter 16: The Top Ten Marketing Automation Mistakes
      • Biting Off Too Much
      • Skimping on Content Creation
      • Having Only One Nurturing Campaign
      • Underestimating the Impact of Social Media
      • Looking at the Wrong Numbers
      • Involving Sales Too Late
      • Overbuying
      • Forgetting to Audit
      • Underestimating the Power of a Website
      • Undertraining Sales Teams
    • Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read
      • Jay Baer
      • Content Marketing Institute
      • Clickz.com
      • Brainrider
      • Joe Chernov: Helicopter to Work Blog
      • SiriusDecisions
      • Velocity Partners Ltd.
      • eConsultancy
      • MarketingProfs
      • Mitch Joel
  • About the Author
  • Cheat Sheet
  • More Dummies Products


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Vörumerki: Dummies Series
Vörunúmer: 9781118772270
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Marketing Automation For Dummies

Vörumerki: Dummies Series
Vörunúmer: 9781118772270
Rafræn bók. Uppl. sendar á netfangið þitt eftir kaup

Veldu vöru

2.090 kr.
Fá vöru senda með tölvupósti
2.090 kr.