| Introduction |
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| Part I: Getting Started with Marketing Automation |
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Chapter 1 Introducing the Concepts of Marketing Automation |
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Defining Marketing Automation |
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Recognizing the Relationship Between Marketing Automation and Online Marketing |
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Marketing to the Modern Buyer |
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Feeding the need for content |
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Prospects are searching for answers |
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Consumers are engaging over a life cycle |
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Everyone is socializing online |
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Marketing in the ultra-connected world |
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Chapter 2 Creating a Business Case for Marketing Automation |
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Writing a Business Case Document |
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Knowing Why Companies Implement Marketing Automation |
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Starting the Conversation about Marketing Automation |
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Identifying the stakeholders |
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Marketing automation isn't just for marketing |
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Driving More Revenue from Your Investment in Online Marketing |
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Invigorating search engine marketing |
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Removing the guesswork from SEO |
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Reinforcing your investment in content marketing |
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Making sense of social marketing's impact to your bottom line |
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Proving marketing's contribution to revenue |
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Chapter 3 Choosing a Marketing Automation Solution |
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Aligning a Solution with Core Marketing Goals |
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Setting realistic expectations |
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Determining the need for a custom integration vs. an out-of-the-box connection |
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Finding the correct level of technology |
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Estimating Your Total Investment in Marketing Automation |
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Judging the time required to build campaigns |
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Judging other time requirements |
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Chapter 4 Setting Up a New Marketing Automation Tool |
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Listing Resources Needed for Initial Setup |
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Breaking down your integration into steps |
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Committing to developing content |
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Teaming up for best results |
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Targeting Efficiency in Your Implementation |
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Identifying your quick wins and major pain points |
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Uncovering the bottlenecks in your marketing workflow |
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First Steps to Activating Your Solution |
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Adding tracking code to your website |
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Importing assets into your marketing automation tool |
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Integrating traceable content |
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Removing IT from Your Marketing Work Flow |
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Dragging and dropping IT out of your marketing work flow |
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The single prospect record |
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Learning that sometimes automation needs a hand |
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| Part II: Working with Data and Leads |
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Chapter 5 CRM Integration |
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Clearly Defining Your Wants and Needs for Marketing Automation and CRM |
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Mapping out your CRM integration |
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Diagramming your campaigns and lead-flow paths |
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Cleaning Up Your Database |
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Using tools to clean up your database |
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Hiring someone to clean up your database |
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Connecting CRM Data Fields to Your Marketing Automation Tool |
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Connecting default fields to your marketing automation tool |
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Inserting custom fields into your marketing automation tool |
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Uploading your data sets into your marketing automation tool |
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Testing and Troubleshooting Common CRM Issues |
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Troubleshooting lead-assignment issues |
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Troubleshooting data mapping issues |
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Chapter 6 Creating Segmented Lists |
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Understanding the Types of Segmentations |
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Static segmentations and their use cases |
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Semi-dynamic segmentation's role in programs |
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Fully dynamic segmentation's use cases |
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Generating Your First List |
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Identifying your key data points for segmentation |
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Developing a naming convention for segments |
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Adding people to your list |
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Exploring the Many Uses of Segmentation |
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Segmenting from email actions |
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Segmenting from prospect actions |
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Segmenting from prospect inactivity |
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Segmenting off of CRM data |
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Creating Personas for Personalization |
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Creating demographic personas |
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Creating interest-based personas |
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Identifying existing personas in your database |
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Reaching out again to old leads |
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Creating Advanced Segmentations |
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Understanding if-then statements |
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The importance of minimizing the complexity of advanced segmentations |
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Chapter 7 Sending Leads to Sales |
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Aligning Sales and Marketing Teams |
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Working with sales to define fields in your CRM system |
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Agreeing on sales-ready lead definitions and time frames |
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Identifying the important data points of a lead, contact, account, and opportunity |
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Asking sales for content suggestions |
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Copying your best salespeople |
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Turning on Sales Enablement Functionality |
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Supporting Campaigns for Your Sales Team |
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Building automated campaigns for cold sales leads |
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Using lead assignments to drive leads to the sales team |
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Impacting sales with lead notifications |
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| Part III: Running Automation Campaigns |
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Chapter 8 Content Marketing and Its Place in Marketing Automation |
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New Content for a New Tool |
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Blogging and its place in your automation strategy |
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Knowing when to use short-form content |
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Knowing when to use long-form content |
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Creating content for lead nurturing |
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116 | (2) |
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Hosting content in your marketing automation tool |
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Easy ways to track your distributed content |
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Creating new content reports |
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122 | (1) |
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Tying Webinars and Video to Your Automation |
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123 | (6) |
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Understanding webinars for automation |
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123 | (2) |
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The world of video and automation |
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125 | (4) |
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Chapter 9 Creating Forms and Landing Pages |
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129 | (20) |
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129 | (4) |
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Identifying your questions |
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Placing fields in your forms |
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Developing form look and feel |
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Placing lead capture forms on your website |
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131 | (1) |
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Knowing the importance of short forms with inbound marketing |
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Publishing Your First Landing Page |
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Avoiding landing page mistakes |
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Building a Best-of-Breed Landing Page |
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Optimizing for a single goal |
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Using dynamic content to increase conversions |
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137 | (2) |
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Video embedded for increased engagement |
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139 | (2) |
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141 | (2) |
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Adding Advanced Forms to Your Campaigns |
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143 | (3) |
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Pondering progressive profiling |
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Data augmentation and its place in forms |
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Creating Better Conversion Goals |
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146 | (3) |
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Be prepared for the big dip |
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Chapter 10 Sending Emails and Nurture Campaigns |
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Getting Up to Speed on Nurturing |
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149 | (3) |
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Mass email sending vs. email nurturing |
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150 | (1) |
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151 | (1) |
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Getting Started with Nurturing |
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152 | (4) |
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Defining your nurturing program's goal |
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153 | (1) |
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Adding people to nurturing campaigns |
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153 | (1) |
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Branching out in your nurturing programs |
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154 | (2) |
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Building Your First Nurturing Programs |
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Building net new lead nurturing campaigns |
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158 | (1) |
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Building a sales lead-nurturing campaign |
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158 | (1) |
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Building a cold lead-nurturing campaign |
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159 | (1) |
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Building a cross-selling nurturing campaign |
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Nurturing leads who are using competitive solutions |
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163 | (1) |
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Setting Up Nurturing Email Templates |
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164 | (3) |
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Bringing in your first email template |
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164 | (2) |
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Formatting your email for optimized engagement |
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166 | (1) |
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Copy Writing for Email Nurturing |
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167 | (4) |
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Learning the importance of the subject line |
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Using a stage-based tone and dynamic content |
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Writing with a personal tone |
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Effective Calls to Action for Lead Nurturing |
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171 | (3) |
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Using creative CTAs to help increase engagement |
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172 | (1) |
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Increasing engagement by better targeting of CTAs |
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173 | (1) |
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Improving Email Deliverability with Email Authentication |
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174 | (1) |
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Determining the Pace of Nurturing Emails |
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Ending Nurturing Programs |
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| Part IV: Mixing, Scoring, and Reporting |
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Chapter 11 Combining Automation with Other Marketing Programs |
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Placing Marketing Automation at the Center of Your Marketing |
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181 | (3) |
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Leveraging Social Media with Marketing Automation |
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184 | (3) |
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Syncing social media with marketing automation |
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184 | (1) |
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Leveraging LinkedIn with marketing automation |
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185 | (1) |
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Building programs to connect to Facebook |
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186 | (1) |
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Integrating Video into Social Media |
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187 | (1) |
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Driving Leads to an Event with Automation |
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188 | (7) |
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Setting up event registration |
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188 | (2) |
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Using multiple marketing channels to promote your event |
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190 | (3) |
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Staying relevant after an event |
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193 | (2) |
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Recognizing Basic Scoring Concepts |
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195 | (6) |
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Understanding what a score can tell you |
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196 | (1) |
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Scoring behaviors versus actions |
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Discovering the best opportunities with account-based scoring |
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197 | (1) |
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Taking action on lead scoring |
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198 | (1) |
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198 | (1) |
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Combining lead scores and lead grades |
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199 | (2) |
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Knowing When to Score Prospect Actions |
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201 | (1) |
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Identifying key actions for scoring |
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201 | (1) |
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Building Your First Scoring Models |
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202 | (2) |
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Scoring Prospect Actions and Behaviors |
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204 | (5) |
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Learning to score form behavior |
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204 | (1) |
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Scoring prospect interactions with landing pages |
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205 | (1) |
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Scoring on web interactions |
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206 | (1) |
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206 | (1) |
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Scoring on email engagement |
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206 | (1) |
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Correctly scoring search terms |
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207 | (1) |
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Scoring social media interactions correctly |
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207 | (2) |
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209 | (2) |
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Using lead scoring for a net promoter score |
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209 | (1) |
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Scoring multiple buyers for sales readiness |
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210 | (1) |
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Using tally fields for scoring |
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210 | (1) |
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Monitoring Your Scoring Model |
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211 | (4) |
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Learning to use the multiple-column approach |
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211 | (1) |
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Making use of score degradation |
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212 | (1) |
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Using a checklist for refining your scoring model |
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213 | (2) |
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Chapter 13 Generating Reports |
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Understanding Appropriate Reporting Methods |
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216 | (1) |
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Implementing Marketing Qualified Lead Reports |
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217 | (2) |
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Understanding an MQL report |
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217 | (1) |
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Setting up your first MQL report |
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218 | (1) |
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Implementing Sales Qualified Lead Reports |
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219 | (3) |
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Understanding an SQL report |
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220 | (1) |
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Setting up your first SQL report |
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220 | (2) |
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Tracking marketing-sourced leads |
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222 | (1) |
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Looking at the Influence of a Campaign on a Lead |
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222 | (4) |
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Creating influencing campaign reports |
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223 | (2) |
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Limiting factors of influencing campaign reports |
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225 | (1) |
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Gauging Future Lead Flow by Tracking Lead Stage |
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226 | (3) |
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226 | (1) |
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Understanding how to measure velocity through stages |
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227 | (1) |
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Building a velocity report |
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228 | (1) |
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Proving Value with ROI Reporting |
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229 | (6) |
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Beginning with ROI reporting |
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230 | (3) |
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Limitations of ROI reporting |
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233 | (2) |
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Keeping up with Marketing-Sourced Opportunities |
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235 | (1) |
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Looking at Smaller Metrics for Better Campaigns |
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236 | (3) |
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Evaluating your cold lead nurturing campaign |
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237 | (1) |
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Looking at the results of your white paper campaign |
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238 | (1) |
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Tracking Twitter Engagements |
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239 | (2) |
| Part V: Putting It All Together |
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Chapter 14 Mastering Your First Campaigns |
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243 | (16) |
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Mining Your Existing Database for Hot Leads |
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243 | (6) |
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Finding your hottest leads first |
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244 | (2) |
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Getting more lemon from the squeeze: Reaching back out to old leads |
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246 | (2) |
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Measuring your early campaigns |
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248 | (1) |
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Crafting a White Paper Campaign |
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249 | (4) |
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Inbound white paper campaign |
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250 | (1) |
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Outbound white paper campaign |
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251 | (2) |
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How to increase the engagements in your white paper campaign |
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253 | (1) |
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253 | (3) |
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Building your list of possible prospects |
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253 | (1) |
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Upselling with special content |
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254 | (1) |
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Driving leads to the sales team |
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255 | (1) |
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256 | (3) |
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Staying relevant with lost deals |
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256 | (3) |
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Chapter 15 Implementing Advanced Marketing Automation Techniques |
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259 | (16) |
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Auditing Your Performance for Improved Results |
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260 | (3) |
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Creating a sustainable review process |
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260 | (1) |
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Benchmarking your performance over time |
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261 | (2) |
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Benefitting from Split Testing |
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263 | (4) |
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The basics of split testing |
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263 | (2) |
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Testing emails for conversions |
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265 | (1) |
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Comparing forms, content, and landing pages with split testing |
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266 | (1) |
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Agile Marketing for the Modern Marketer |
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267 | (3) |
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268 | (1) |
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269 | (1) |
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Eliminate the need for perfect |
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269 | (1) |
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Integrating Marketing Automation with Offline Efforts |
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270 | (7) |
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Maximizing trade show effectiveness with automation |
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271 | (1) |
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Integrating direct mail and automation |
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272 | (3) |
| Part VI: The Part of Tens |
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275 | (12) |
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Chapter 16 The Top Ten Marketing Automation Mistakes |
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277 | (6) |
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277 | (1) |
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Skimping on Content Creation |
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278 | (1) |
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Having Only One Nurturing Campaign |
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278 | (1) |
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Underestimating the Impact of Social Media |
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279 | (1) |
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Looking at the Wrong Numbers |
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279 | (1) |
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280 | (1) |
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280 | (1) |
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281 | (1) |
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Underestimating the Power of a Website |
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281 | (1) |
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Undertraining Sales Teams |
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282 | (1) |
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Chapter 17 The Top Ten Marketing Automation Blogs You Need to Read |
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283 | (4) |
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283 | (1) |
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Content Marketing Institute |
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283 | (1) |
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284 | (1) |
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284 | (1) |
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Joe Chernov: Helicopter to Work Blog |
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284 | (1) |
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284 | (1) |
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285 | (1) |
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285 | (1) |
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285 | (1) |
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285 | (2) |
| Index |
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