CRM For Dummies

Höfundur: Lars Helgeson
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CRM For Dummies

Veldu vöru

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Rafbók til leigu í 120 daga. Útgáfa: 1

Efnisyfirlit

  • Cover
  • Introduction
    • About This Book
    • Icons Used in This Book
    • Where to Go from Here
  • Part 1: Laying the CRM Foundation
    • Chapter 1: Embarking on Your Journey to Complete CRM
      • Bringing the R in CRM to the Forefront
      • Extending CRM to Your Entire Business
      • Knowing the Buzzwords
      • Using Strategies and Tactics
      • Finding Your Success with Complete CRM
    • Chapter 2: Gearing Up Internally for CRM
      • Overcoming Resistance to Change
      • Encouraging and Facilitating Innovation and Collaboration
      • Creating a Consistent and Effective Brand Communication Strategy
      • Working with the Gatekeepers in IT
      • Adopting a Data-Driven Mindset
      • Applying Your Culture to CRM
    • Chapter 3: Choosing the Best Software
      • Choosing between Software as a Service (SaaS) or On-Premise
      • Evaluating Software Vendors
      • Testing CRM Software
      • Making the Final Decision
      • Educating Users on Responsibility
      • Installing the Right Data Security Tools
      • Training Your Staff
  • Part 2: Setting Up Yourself for Success
    • Chapter 4: Organizing Your CRM through Segments and Personas
      • Segmenting Your Market
      • Identifying Buyer Personas
      • Developing Your Best Brand
      • Testing Your Brand
      • Delivering the Right Content
      • Avoiding Content Saturation
    • Chapter 5: Creating Story Arcs and Buyer Journeys with CRM
      • Building Brand Awareness
      • Improving Brand Perception
      • Making the Best Contact the First Time
      • Qualifying Leads
      • Getting Your Leads into Your Funnel
      • Using Workflows to Engage with Your Customers
      • Designing Workflows
      • Closing Leads with Effective Process
      • Using Opportunities versus Consumer Sales Funnels
      • Implementing Process Abandonment
      • Following Up after the Sale
    • Chapter 6: Defining Process and Your Data Model
      • Applying Management by Walking Around
      • Outlining Key Areas
      • Moving from Whiteboard to CRM
      • Defining Contact Data Fields
      • Scoring Your Leads and Clients
  • Part 3: Implementing Your CRM
    • Chapter 7: Setting Up Your CRM Elements
      • Contact versus Account-Based CRM
      • Defining Users and Their Roles
      • Using a Group-Centric Architecture
      • Setting Up Custom Data Fields
      • Storing Files
      • Signing Documents Automatically
      • Bridging Your Online Store and Your CRM
      • Integrating Billing, Quotes, and Invoices
      • Connecting Legacy and Related Software
      • Importing Leads by File
    • Chapter 8: Capturing Leads to Build Your CRM Database
      • Finding the Best Lead Capture Methods
      • Buying Leads from Third Parties
      • Bringing Leads in with Your Website
      • Tracking Sources with Campaign IDs
      • Deploying Signup Forms
      • Deploying Ticketing Forms
      • Appending Data
      • Building Automation into Forms
    • Chapter 9: Capturing Leads with Other Methods
      • Interacting with Chat
      • Interacting via SMS/MMS
      • Interacting over the Phone
      • Meeting Over Web Conference
      • Interacting over Social Media
      • Meeting Leads in Real Life
      • Integrating Inbound Leads through Zapier
    • Chapter 10: Communicating Effectively with Email
      • Avoiding Spam
      • Adhering to Legal Requirements
      • Employing SPF and DKIM
      • Choosing the Right Email Service Provider
      • Managing Your Lists
      • Gathering New Leads
      • Designing Emails That Work
      • Tracking Email Marketing Campaigns
      • Personalizing Your Messages
      • Triggering Email from Actions
    • Chapter 11: Joining the Marketing Automation Revolution
      • Defining Automation
      • Designing Your Campaigns
      • Setting Up Triggers
      • Encouraging Leads to Activate Triggers
      • Automating Workflows Around Lead Scoring
      • Designing Workflows
    • Chapter 12: Managing Your Knowledge Base in Your CRM
      • Knowing What to Put in Your Knowledge Base
      • Building Access Levels for Information
      • Structuring Knowledge for Internal Consumption
      • Sharing Knowledge with Leads and Clients
    • Chapter 13: Managing Projects with Your CRM
      • Setting Up a Project
      • Leading Your Project Team
      • Measuring Important Metrics for Your Team
    • Chapter 14: Managing Events with Your CRM
      • Bringing People to Your Brand
      • Hosting Events
      • Setting Up Registration Options
      • Automating Responses and Follow-Ups
      • Connecting with Calendars
  • Part 4: Analytics and Improvement
    • Chapter 15: Measuring Business Performance with CRM
      • Constructing Funnels
      • Analyzing Website Visitors
      • A/B Webpage Testing
      • Managing Affiliates
      • Measuring Email Marketing
      • Tracking Social Media
      • Taking a Global View
    • Chapter 16: Gathering Feedback and Supporting Customers
      • Sending Surveys
      • Supporting Clients with Ticketing Forms
      • Chatting with Leads and Clients
    • Chapter 17: Using Analytics the Right Way
      • Defining Your Key Performance Indicators
      • Analyzing Your Website Traffic
      • Scoring Your Leads and Clients
      • Predictive Analytics
  • Part 5: The Part of Tens
    • Chapter 18: Ten Top-Notch Software Review Websites
      • Expert Market
      • G2 Crowd
      • SaaSGenius
      • GetApp
      • Technology Advice
      • Software Advice
      • Capterra
      • Finances Online
      • TrustRadius
      • Marketing Automation Club
    • Chapter 19: Ten Common CRM Mistakes
      • Not Getting Buy In from Your Team
      • Believing CRM Is about Software
      • Not Doing Your Homework First
      • Not Listening to Expert Advice
      • Not Going through Vendor Software Training
      • Not Setting Up DKIM and SPF
      • Buying Lists
      • Relying Only on Cold Calling
      • Not Journey Mapping First
      • Focusing on One Requirement
  • Appendix A: CRM Decision Matrix
    • Vendor
    • CRM
  • Appendix B: Self-Assessment
  • About the Author
  • Advertisement Page
  • Connect with Dummies
  • End User License Agreement

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