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Marketing automation for dummies / / Mathew Sweezey
| Marketing automation for dummies / / Mathew Sweezey |
| Autore | Sweezey Mathew |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley and Sons, Inc., , 2014 |
| Descrizione fisica | 1 online resource (315 p.) |
| Disciplina | 658.8120285 |
| Collana | For dummies |
| Soggetto topico |
Direct marketing
Marketing - Data processing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-77230-X
1-118-77227-X |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910453266203321 |
Sweezey Mathew
|
||
| Hoboken, New Jersey : , : John Wiley and Sons, Inc., , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing automation for dummies / / Mathew Sweezey
| Marketing automation for dummies / / Mathew Sweezey |
| Autore | Sweezey Mathew |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley and Sons, Inc., , 2014 |
| Descrizione fisica | 1 online resource (315 p.) |
| Disciplina | 658.8120285 |
| Collana | For dummies |
| Soggetto topico |
Direct marketing
Marketing - Data processing |
| ISBN |
1-118-77230-X
1-118-77227-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910790929303321 |
|
Sweezey Mathew
|
||
| Hoboken, New Jersey : , : John Wiley and Sons, Inc., , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing automation for dummies / / Mathew Sweezey
| Marketing automation for dummies / / Mathew Sweezey |
| Autore | Sweezey Mathew |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : John Wiley and Sons, Inc., , 2014 |
| Descrizione fisica | 1 online resource (315 p.) |
| Disciplina | 658.8120285 |
| Collana | For dummies |
| Soggetto topico |
Direct marketing
Marketing - Data processing |
| ISBN |
1-118-77230-X
1-118-77227-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 |
| Record Nr. | UNINA-9910806868403321 |
|
Sweezey Mathew
|
||
| Hoboken, New Jersey : , : John Wiley and Sons, Inc., , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||