Marketing Automation For Dummies

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 needs, select tools, create a lead scoring model, and much more.

• Marketing automation is a next-generation, CRM-related tool for increasing lead conversions and improving forecasting and customer segmentation
• This book provides an easy-to-understand introduction to the tools and technology, helping you evaluate your current processes, choose the appropriate tools, and follow best practices in making the most of them
• Written by Mathew Sweezey, Marketing Automation Evangelist at Pardot (ExactTarget), a leading provider of marketing automation solutions
• Covers working with the marketing lifecycle, evaluating your assets, integrating marketing automation with CRM and with other processes, nurturing your leads, and using marketing automation to reach buyers via e-mail, social media, and more

Marketing Automation For Dummies is the ideal guide to get you up and running with marketing automation, putting your business on the cutting edge and enhancing your competitiveness.

Introduction 1

Part I: Getting Started with Marketing Automation 5

Chapter 1: Introducing the Concepts of Marketing Automation 7

Chapter 2: Creating a Business Case for Marketing Automation 17

Chapter 3: Choosing a Marketing Automation Solution 31

Chapter 4: Setting Up a New Marketing Automation Tool 39

Part II: Working with Data and Leads 59

Chapter 5: CRM Integration 61

Chapter 6: Creating Segmented Lists 77

Chapter 7: Sending Leads to Sales 95

Part III: Running Automation Campaigns 109

Chapter 8: Content Marketing and Its Place in Marketing Automation 111

Chapter 9: Creating Forms and Landing Pages 129

Chapter 10: Sending Emails and Nurture Campaigns 149

Part IV: Mixing, Scoring, and Reporting 179

Chapter 11: Combining Automation with Other Marketing Programs 181

Chapter 12: Scoring Leads 195

Chapter 13: Generating Reports 215

Part V: Putting It All Together 241

Chapter 14: Mastering Your First Campaigns 243

Chapter 15: Implementing Advanced Marketing Automation Techniques 259

Part VI: The Part of Tens 275

Chapter 16: The Top Ten Marketing Automation Mistakes 277

Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read 283

Index 287

Mathew Sweezey has quickly built a reputation as one of the leading minds in marketing automation. He has spoken on the topic of marketing automation around the world and also writes for ClickZ.com on the topic. Mathew is the Marketing Automation Evangelist for Salesforce.

Learn to:

• Establish a buyer’s profile and create a lead scoring model
• Integrate marketing automation with CRM and other processes
• Choose the right tool for your business
• Reach buyers via e-mail, social media, and more

Ramp up your business’s marketing automation with this complete, easy-to-follow guide

If your company isn’t already using marketing automation, it’s time to get on board! This complete guide, from a top industry specialist, provides you with everything you need to get up and running, from choosing solution providers to running campaigns, and from nurturing lead programs to measuring ROI. Jump into marketing automation today!

• Get ready — get an overview of marketing automation, then jump into creating a business case, choosing a solution, getting things set up, and much more
• Make your data and leads count — find out how to integrate with CRM solutions, clean up your database, create segmented lists, send your leads to the sales team, and more
• Automate it — get down to the nitty-gritty of marketing automation by running campaigns, including content marketing, creating forms and landing pages, and sending e-mails
• Mix, score, and report — go one step further by combining automation with other programs, scoring leads, generating reports, and tracking your progress
• The next level — become aware of the top mistakes to avoid and other online sources of information on marketing automation

Open the book and find:

• A complete overview of how to get started
• The best reports to use to score your leads
• Tips on choosing marketing automation solutions
• Tricks to implement when creating segmented lists
• Details on using content to create leads
• Information on nurturing programs
• The lowdown on creating effective calls to action
• Tips on measuring ROI and effectiveness