{"product_id":"crm-for-dummies-isbn-9781119368977","title":"CRM For Dummies","description":"\u003cb\u003eSave time, save money, and grow your business with more effective CRM\u003c\/b\u003e \u003cp\u003e\u003ci\u003eCRM For Dummies\u003c\/i\u003e is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their business—but it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales. \u003c\/p\u003e\u003cp\u003eBuilding relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDefine your market segments, buyer personas, and voice\u003c\/li\u003e \u003cli\u003eBuild an effective internal structure, and choose the right CRM solution\u003c\/li\u003e \u003cli\u003eOptimize leads and conduct effective email marketing\u003c\/li\u003e \u003cli\u003eStreamline processes, automate where possible, and employ analytics\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eYour customers are the lifeblood of your company; you need to reach them, engage them, and retain them—without wasting precious time or money. \u003ci\u003eCRM For Dummies\u003c\/i\u003e gets you up to speed on the latest, most effective CRM tools and techniques to help your business succeed. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIntroduction\u003c\/b\u003e\u003cb\u003e 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 2\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 2\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Laying the CRM Foundation\u003c\/b\u003e\u003cb\u003e 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Embarking on Your Journey to Complete CRM\u003c\/b\u003e\u003cb\u003e 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBringing the R in CRM to the Forefront 7\u003c\/p\u003e \u003cp\u003eExtending CRM to Your Entire Business 10\u003c\/p\u003e \u003cp\u003eKnowing the Buzzwords 11\u003c\/p\u003e \u003cp\u003eUsing Strategies and Tactics 19\u003c\/p\u003e \u003cp\u003eFinding Your Success with Complete CRM 21\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Gearing Up Internally for CRM\u003c\/b\u003e\u003cb\u003e 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOvercoming Resistance to Change 28\u003c\/p\u003e \u003cp\u003eEncouraging and Facilitating Innovation and Collaboration 33\u003c\/p\u003e \u003cp\u003eCreating a Consistent and Effective Brand Communication Strategy 38\u003c\/p\u003e \u003cp\u003eWorking with the Gatekeepers in IT 40\u003c\/p\u003e \u003cp\u003eAdopting a Data-Driven Mindset 43\u003c\/p\u003e \u003cp\u003eApplying Your Culture to CRM 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Choosing the Best Software\u003c\/b\u003e 49\u003c\/p\u003e \u003cp\u003eChoosing between Software as a Service (SaaS) or On-Premise 50\u003c\/p\u003e \u003cp\u003eEvaluating Software Vendors 52\u003c\/p\u003e \u003cp\u003eTesting CRM Software 60\u003c\/p\u003e \u003cp\u003eMaking the Final Decision 63\u003c\/p\u003e \u003cp\u003eEducating Users on Responsibility 64\u003c\/p\u003e \u003cp\u003eInstalling the Right Data Security Tools 64\u003c\/p\u003e \u003cp\u003eTraining Your Staff 65\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Setting Up Yourself for Success\u003c\/b\u003e\u003cb\u003e 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Organizing Your CRM through Segments and Personas\u003c\/b\u003e\u003cb\u003e 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSegmenting Your Market 72\u003c\/p\u003e \u003cp\u003eIdentifying Buyer Personas 79\u003c\/p\u003e \u003cp\u003eDeveloping Your Best Brand 81\u003c\/p\u003e \u003cp\u003eTesting Your Brand 83\u003c\/p\u003e \u003cp\u003eDelivering the Right Content 86\u003c\/p\u003e \u003cp\u003eAvoiding Content Saturation 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Creating Story Arcs and Buyer Journeys with CRM\u003c\/b\u003e\u003cb\u003e 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding Brand Awareness 94\u003c\/p\u003e \u003cp\u003eImproving Brand Perception 96\u003c\/p\u003e \u003cp\u003eMaking the Best Contact the First Time 99\u003c\/p\u003e \u003cp\u003eQualifying Leads 101\u003c\/p\u003e \u003cp\u003eGetting Your Leads into Your Funnel 102\u003c\/p\u003e \u003cp\u003eUsing Workflows to Engage with Your Customers 105\u003c\/p\u003e \u003cp\u003eDesigning Workflows 109\u003c\/p\u003e \u003cp\u003eClosing Leads with Effective Process 113\u003c\/p\u003e \u003cp\u003eUsing Opportunities versus Consumer Sales Funnels 116\u003c\/p\u003e \u003cp\u003eImplementing Process Abandonment 120\u003c\/p\u003e \u003cp\u003eFollowing Up after the Sale 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Defining Process and Your Data Model\u003c\/b\u003e\u003cb\u003e 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eApplying Management by Walking Around 126\u003c\/p\u003e \u003cp\u003eOutlining Key Areas 127\u003c\/p\u003e \u003cp\u003eMoving from Whiteboard to CRM 127\u003c\/p\u003e \u003cp\u003eDefining Contact Data Fields 130\u003c\/p\u003e \u003cp\u003eScoring Your Leads and Clients 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Implementing Your CRM\u003c\/b\u003e\u003cb\u003e 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Setting Up Your CRM Elements\u003c\/b\u003e\u003cb\u003e 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContact versus Account-Based CRM 137\u003c\/p\u003e \u003cp\u003eDefining Users and Their Roles 139\u003c\/p\u003e \u003cp\u003eUsing a Group-Centric Architecture 140\u003c\/p\u003e \u003cp\u003eSetting Up Custom Data Fields 144\u003c\/p\u003e \u003cp\u003eStoring Files 146\u003c\/p\u003e \u003cp\u003eSigning Documents Automatically 148\u003c\/p\u003e \u003cp\u003eBridging Your Online Store and Your CRM 149\u003c\/p\u003e \u003cp\u003eIntegrating Billing, Quotes, and Invoices 151\u003c\/p\u003e \u003cp\u003eConnecting Legacy and Related Software 153\u003c\/p\u003e \u003cp\u003eImporting Leads by File 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Capturing Leads to Build Your CRM Database \u003c\/b\u003e\u003cb\u003e157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding the Best Lead Capture Methods 158\u003c\/p\u003e \u003cp\u003eBuying Leads from Third Parties 162\u003c\/p\u003e \u003cp\u003eBringing Leads in with Your Website 164\u003c\/p\u003e \u003cp\u003eTracking Sources with Campaign IDs 168\u003c\/p\u003e \u003cp\u003eDeploying Signup Forms 170\u003c\/p\u003e \u003cp\u003eDeploying Ticketing Forms 172\u003c\/p\u003e \u003cp\u003eAppending Data 174\u003c\/p\u003e \u003cp\u003eBuilding Automation into Forms 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Capturing Leads with Other Methods\u003c\/b\u003e\u003cb\u003e 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInteracting with Chat 182\u003c\/p\u003e \u003cp\u003eInteracting via SMS\/MMS 184\u003c\/p\u003e \u003cp\u003eInteracting over the Phone 186\u003c\/p\u003e \u003cp\u003eMeeting over Web Conference 188\u003c\/p\u003e \u003cp\u003eInteracting over Social Media 189\u003c\/p\u003e \u003cp\u003eMeeting Leads in Real Life 190\u003c\/p\u003e \u003cp\u003eIntegrating Inbound Leads through Zapier 193\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Communicating Effectively with Email\u003c\/b\u003e\u003cb\u003e 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAvoiding Spam 196\u003c\/p\u003e \u003cp\u003eAdhering to Legal Requirements 199\u003c\/p\u003e \u003cp\u003eEmploying SPF and DKIM 200\u003c\/p\u003e \u003cp\u003eChoosing the Right Email Service Provider 202\u003c\/p\u003e \u003cp\u003eManaging Your Lists 205\u003c\/p\u003e \u003cp\u003eGathering New Leads 207\u003c\/p\u003e \u003cp\u003eDesigning Emails That Work 209\u003c\/p\u003e \u003cp\u003eTracking Email Marketing Campaigns 211\u003c\/p\u003e \u003cp\u003ePersonalizing Your Messages 217\u003c\/p\u003e \u003cp\u003eTriggering Email from Actions 218\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Joining the Marketing Automation Revolution\u003c\/b\u003e\u003cb\u003e 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Automation 220\u003c\/p\u003e \u003cp\u003eDesigning Your Campaigns 222\u003c\/p\u003e \u003cp\u003eSetting Up Triggers 226\u003c\/p\u003e \u003cp\u003eEncouraging Leads to Activate Triggers 227\u003c\/p\u003e \u003cp\u003eAutomating Workflows around Lead Scoring 229\u003c\/p\u003e \u003cp\u003eDesigning Workflows 230\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Managing Your Knowledge Base in Your CRM\u003c\/b\u003e\u003cb\u003e 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKnowing What to Put in Your Knowledge Base 236\u003c\/p\u003e \u003cp\u003eBuilding Access Levels for Information 237\u003c\/p\u003e \u003cp\u003eStructuring Knowledge for Internal Consumption 239\u003c\/p\u003e \u003cp\u003eSharing Knowledge with Leads and Clients 240\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Managing Projects with Your CRM\u003c\/b\u003e 241\u003c\/p\u003e \u003cp\u003eSetting Up a Project 242\u003c\/p\u003e \u003cp\u003eLeading Your Project Team 245\u003c\/p\u003e \u003cp\u003eMeasuring Important Metrics for Your Team 247\u003c\/p\u003e \u003cp\u003eTracking resource utilization 247\u003c\/p\u003e \u003cp\u003eViewing overdue tasks 248\u003c\/p\u003e \u003cp\u003eBudgeting projects and tasks 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Managing Events with Your CRM\u003c\/b\u003e\u003cb\u003e 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBringing People to Your Brand 250\u003c\/p\u003e \u003cp\u003eDriving awareness with events 250\u003c\/p\u003e \u003cp\u003eEducating leads and clients through conferences 251\u003c\/p\u003e \u003cp\u003eHosting Events 251\u003c\/p\u003e \u003cp\u003eEstablishing benefits of membership 252\u003c\/p\u003e \u003cp\u003eMatching attendees by interests 253\u003c\/p\u003e \u003cp\u003eSetting Up Registration Options 253\u003c\/p\u003e \u003cp\u003eDetermining what to ask for 254\u003c\/p\u003e \u003cp\u003eUsing logic to show only relevant options 255\u003c\/p\u003e \u003cp\u003eAutomating Responses and Follow-Ups 255\u003c\/p\u003e \u003cp\u003eConnecting with Calendars 256\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Analytics and Improvement\u003c\/b\u003e\u003cb\u003e 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Measuring Business Performance with CRM\u003c\/b\u003e\u003cb\u003e 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConstructing Funnels 260\u003c\/p\u003e \u003cp\u003eTracking sales progress with conversions 260\u003c\/p\u003e \u003cp\u003eDefining the stages of a conversion 260\u003c\/p\u003e \u003cp\u003eMeasuring time and dropout rates for each stage 261\u003c\/p\u003e \u003cp\u003eActivating workflows for stages 262\u003c\/p\u003e \u003cp\u003eAnalyzing Website Visitors 263\u003c\/p\u003e \u003cp\u003eMeasuring unique visitors and page views 263\u003c\/p\u003e \u003cp\u003eTracking referral sources 265\u003c\/p\u003e \u003cp\u003eMeasuring bounce rate 266\u003c\/p\u003e \u003cp\u003eKeeping a tally on devices that visit your website 267\u003c\/p\u003e \u003cp\u003eWatching where your visitors come from 267\u003c\/p\u003e \u003cp\u003eMeasuring time on site 268\u003c\/p\u003e \u003cp\u003eAnalyzing individual pages 268\u003c\/p\u003e \u003cp\u003eComparing your website properties 269\u003c\/p\u003e \u003cp\u003eComparing and contrasting campaign performance 271\u003c\/p\u003e \u003cp\u003eA\/B Webpage Testing 272\u003c\/p\u003e \u003cp\u003eSetting up split percentages 272\u003c\/p\u003e \u003cp\u003eDetermining the best criteria for a split 273\u003c\/p\u003e \u003cp\u003eAdjusting split percentages automatically 273\u003c\/p\u003e \u003cp\u003eManaging Affiliates 273\u003c\/p\u003e \u003cp\u003eConnecting campaigns to affiliate codes 274\u003c\/p\u003e \u003cp\u003eDefining tiers for payment 274\u003c\/p\u003e \u003cp\u003eMeasuring Email Marketing 275\u003c\/p\u003e \u003cp\u003eWatching read and click rates over time 275\u003c\/p\u003e \u003cp\u003eComparing performance to benchmarks 275\u003c\/p\u003e \u003cp\u003eMeasuring conversions from email campaigns 276\u003c\/p\u003e \u003cp\u003eTracking Social Media 277\u003c\/p\u003e \u003cp\u003eMeasuring impressions and actions 277\u003c\/p\u003e \u003cp\u003eCalculating influence and lead qualification 279\u003c\/p\u003e \u003cp\u003eTaking a Global View 279\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Gathering Feedback and Supporting Customers\u003c\/b\u003e\u003cb\u003e 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSending Surveys 282\u003c\/p\u003e \u003cp\u003eApplying surveys to the right situations 282\u003c\/p\u003e \u003cp\u003eDeveloping the questions people answer 283\u003c\/p\u003e \u003cp\u003eBuilding logic into survey structure 283\u003c\/p\u003e \u003cp\u003eScoring survey responses 284\u003c\/p\u003e \u003cp\u003eTriggering workflows from surveys 285\u003c\/p\u003e \u003cp\u003eConnecting survey responses to your CRM 285\u003c\/p\u003e \u003cp\u003eSupporting Clients with Ticketing Forms 286\u003c\/p\u003e \u003cp\u003ePosting forms on your website for customer service 286\u003c\/p\u003e \u003cp\u003eAutomation with ticket forms 287\u003c\/p\u003e \u003cp\u003eSetting standards and goals for your support team 288\u003c\/p\u003e \u003cp\u003eMeasuring important metrics 289\u003c\/p\u003e \u003cp\u003eChatting with Leads and Clients 290\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Using Analytics the Right Way \u003c\/b\u003e\u003cb\u003e291\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Your Key Performance Indicators 292\u003c\/p\u003e \u003cp\u003eKnowing what to measure and why 292\u003c\/p\u003e \u003cp\u003eSetting reasonable standards 294\u003c\/p\u003e \u003cp\u003eReporting your KPIs 294\u003c\/p\u003e \u003cp\u003eDeveloping policies for exceeding standards or failing to meet them 295\u003c\/p\u003e \u003cp\u003eSharing performance with investors and employees 295\u003c\/p\u003e \u003cp\u003eAnalyzing Your Website Traffic 295\u003c\/p\u003e \u003cp\u003eAssessing SEO and PPC performance 296\u003c\/p\u003e \u003cp\u003eComparing campaigns and their impact 296\u003c\/p\u003e \u003cp\u003eScoring Your Leads and Clients 297\u003c\/p\u003e \u003cp\u003ePredictive Analytics 297\u003c\/p\u003e \u003cp\u003eBuilding a data model from behavior 298\u003c\/p\u003e \u003cp\u003eApplying your predictive model to leads 300\u003c\/p\u003e \u003cp\u003eApplying your predictive model to your business model 300\u003c\/p\u003e \u003cp\u003eSharpening your team’s skills 301\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: The Part of Tens\u003c\/b\u003e\u003cb\u003e 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Ten Top-Notch Software Review Websites\u003c\/b\u003e\u003cb\u003e 305\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eExpert Market 305\u003c\/p\u003e \u003cp\u003eG2 Crowd 306\u003c\/p\u003e \u003cp\u003eSaaSGenius 307\u003c\/p\u003e \u003cp\u003eGetApp 308\u003c\/p\u003e \u003cp\u003eTechnology Advice 309\u003c\/p\u003e \u003cp\u003eSoftware Advice 309\u003c\/p\u003e \u003cp\u003eCapterra 310\u003c\/p\u003e \u003cp\u003eFinances Online 311\u003c\/p\u003e \u003cp\u003eTrustRadius 311\u003c\/p\u003e \u003cp\u003eMarketing Automation Club 312\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Ten Common CRM Mistakes\u003c\/b\u003e\u003cb\u003e 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNot Getting Buy In from Your Team 313\u003c\/p\u003e \u003cp\u003eBelieving CRM Is about Software 314\u003c\/p\u003e \u003cp\u003eNot Doing Your Homework First 314\u003c\/p\u003e \u003cp\u003eNot Listening to Expert Advice 314\u003c\/p\u003e \u003cp\u003eNot Going through Vendor Software Training 314\u003c\/p\u003e \u003cp\u003eNot Setting Up DKIM and SPF 315\u003c\/p\u003e \u003cp\u003eBuying Lists 315\u003c\/p\u003e \u003cp\u003eRelying Only on Cold Calling 315\u003c\/p\u003e \u003cp\u003eNot Journey Mapping First 316\u003c\/p\u003e \u003cp\u003eFocusing on One Requirement 316\u003c\/p\u003e \u003cp\u003eAppendix A: CRM Decision Matrix 317\u003c\/p\u003e \u003cp\u003eAppendix B: Self-Assessment 323\u003c\/p\u003e \u003cp\u003eIndex 325\u003c\/p\u003e   \u003cp\u003e\u003cb\u003eLars Helgeson\u003c\/b\u003e is a pioneer in sales and marketing technology. His CRM platform for small to mid-size businesses, GreenRope, was built from scratch and has grown to include over 3,000 clients in more than 40 countries since its inception in 2011. He is a frequent speaker for small membership organizations and conferences.     \u003c\/p\u003e\u003cul\u003e \u003cli\u003eGain a complete picture of who your customers are\u003c\/li\u003e \u003cli\u003eConnect all aspects of your business with a CRM solution\u003c\/li\u003e \u003cli\u003eAutomate workflows and processes through CRM\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003e\u003cb\u003eCreate a holistic mindset with CRM\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eCustomer Relationship Management (CRM) is intimidating for new and experienced business owners alike. CRM reaches across every department in your organization, including sales, marketing, HR, and customer service. You need a solution that gives you the ability to look at your business as a whole, rather than as separate departments. With this book as a guide, you can successfully incorporate every aspect of your business into one CRM solution.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eInside…\u003c\/b\u003e  \u003c\/p\u003e\u003cul\u003e \u003cli\u003eConnect marketing and sales into a single, connected platform\u003c\/li\u003e \u003cli\u003eChoose the right CRM vendor\u003c\/li\u003e \u003cli\u003eTrack customers from first contact\u003c\/li\u003e \u003cli\u003eEstablish company culture through Complete CRM\u003c\/li\u003e \u003cli\u003eLog conversations with customers\u003c\/li\u003e \u003cli\u003eDefine and measure goals\u003c\/li\u003e \u003cli\u003eIncorporate events into CRM\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989008072933,"sku":"NP9781119368977","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119368977.jpg?v=1761782411","url":"https:\/\/k12savings.com\/es\/products\/crm-for-dummies-isbn-9781119368977","provider":"K12savings","version":"1.0","type":"link"}