LEADER 05410nam 2200733 450 001 9910453266203321 005 20200520144314.0 010 $a1-118-77230-X 010 $a1-118-77227-X 035 $a(CKB)2550000001272929 035 $a(EBL)1658814 035 $a(SSID)ssj0001212334 035 $a(PQKBManifestationID)11720438 035 $a(PQKBTitleCode)TC0001212334 035 $a(PQKBWorkID)11210327 035 $a(PQKB)11467534 035 $a(MiAaPQ)EBC1658814 035 $a(WaSeSS)IndRDA00117425 035 $a(JP-MeL)3000029343 035 $a(CaSebORM)9781118772270 035 $a(PPN)200069144 035 $a(Au-PeEL)EBL1658814 035 $a(CaPaEBR)ebr10856804 035 $a(CaONFJC)MIL595056 035 $a(OCoLC)875819334 035 $a(EXLCZ)992550000001272929 100 $a20140412h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aMarketing automation for dummies /$fMathew Sweezey 205 $a1st edition 210 1$aHoboken, New Jersey :$cJohn Wiley and Sons, Inc.,$d2014. 210 4$dİ2014 215 $a1 online resource (315 p.) 225 1 $aFor dummies 300 $a''Making Everything Easier''--Cover. 300 $aIncludes index. 311 $a1-118-77222-9 311 $a1-306-63805-4 327 $aContents 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 327 $aStarting 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 327 $aClearly 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 327 $aPart 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 327 $aSetting 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 327 $aRecognizing Basic Scoring Concepts 330 $a Multiply the effectiveness of your campaigns with marketing automation Marketing automation technology has been shown to dramatically increase lead conversions and average deal sizes as well as improving forecasting and customer segmentation. A subset of CRM, it focuses on defining, scheduling, segmenting, and tracking marketing campaigns. This friendly book demystifies marketing automation in straightforward terms, helping you leverage the tools and handle the processes that will enable a seamless integration with your CRM program. Learn to establish a buyer profile, assess your n 410 0$a--For dummies. 606 $aDirect marketing 606 $aMarketing$xData processing 608 $aElectronic books. 615 0$aDirect marketing. 615 0$aMarketing$xData processing. 676 $a658.8120285 700 $aSweezey$b Mathew$01047153 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910453266203321 996 $aMarketing automation for dummies$92474547 997 $aUNINA