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• Cover
• Introduction
• About This Book
• Icons Used in This Book
• Where to Go from Here
• Part 1: Laying the CRM Foundation
• Chapter 1: Embarking on Your Journey to Complete CRM
• Bringing the R in CRM to the Forefront
• Extending CRM to Your Entire Business
• Knowing the Buzzwords
• Using Strategies and Tactics
• Finding Your Success with Complete CRM
• Chapter 2: Gearing Up Internally for CRM
• Overcoming Resistance to Change
• Encouraging and Facilitating Innovation and Collaboration
• Creating a Consistent and Effective Brand Communication Strategy
• Working with the Gatekeepers in IT
• Adopting a Data-Driven Mindset
• Applying Your Culture to CRM
• Chapter 3: Choosing the Best Software
• Choosing between Software as a Service (SaaS) or On-Premise
• Evaluating Software Vendors
• Testing CRM Software
• Making the Final Decision
• Educating Users on Responsibility
• Installing the Right Data Security Tools
• Training Your Staff
• Part 2: Setting Up Yourself for Success
• Chapter 4: Organizing Your CRM through Segments and Personas
• Segmenting Your Market
• Identifying Buyer Personas
• Developing Your Best Brand
• Testing Your Brand
• Delivering the Right Content
• Avoiding Content Saturation
• Chapter 5: Creating Story Arcs and Buyer Journeys with CRM
• Building Brand Awareness
• Improving Brand Perception
• Making the Best Contact the First Time
• Qualifying Leads
• Getting Your Leads into Your Funnel
• Using Workflows to Engage with Your Customers
• Designing Workflows
• Closing Leads with Effective Process
• Using Opportunities versus Consumer Sales Funnels
• Implementing Process Abandonment
• Following Up after the Sale
• Chapter 6: Defining Process and Your Data Model
• Applying Management by Walking Around
• Outlining Key Areas
• Moving from Whiteboard to CRM
• Defining Contact Data Fields
• Scoring Your Leads and Clients
• Part 3: Implementing Your CRM
• Chapter 7: Setting Up Your CRM Elements
• Contact versus Account-Based CRM
• Defining Users and Their Roles
• Using a Group-Centric Architecture
• Setting Up Custom Data Fields
• Storing Files
• Signing Documents Automatically
• Bridging Your Online Store and Your CRM
• Integrating Billing, Quotes, and Invoices
• Connecting Legacy and Related Software
• Importing Leads by File
• Chapter 8: Capturing Leads to Build Your CRM Database
• Finding the Best Lead Capture Methods
• Buying Leads from Third Parties
• Bringing Leads in with Your Website
• Tracking Sources with Campaign IDs
• Deploying Signup Forms
• Deploying Ticketing Forms
• Appending Data
• Building Automation into Forms
• Chapter 9: Capturing Leads with Other Methods
• Interacting with Chat
• Interacting via SMS/MMS
• Interacting over the Phone
• Meeting Over Web Conference
• Interacting over Social Media
• Meeting Leads in Real Life
• Integrating Inbound Leads through Zapier
• Chapter 10: Communicating Effectively with Email
• Avoiding Spam
• Adhering to Legal Requirements
• Employing SPF and DKIM
• Choosing the Right Email Service Provider
• Managing Your Lists
• Gathering New Leads
• Designing Emails That Work
• Tracking Email Marketing Campaigns
• Personalizing Your Messages
• Triggering Email from Actions
• Chapter 11: Joining the Marketing Automation Revolution
• Defining Automation
• Designing Your Campaigns
• Setting Up Triggers
• Encouraging Leads to Activate Triggers
• Automating Workflows Around Lead Scoring
• Designing Workflows
• Chapter 12: Managing Your Knowledge Base in Your CRM
• Knowing What to Put in Your Knowledge Base
• Building Access Levels for Information
• Structuring Knowledge for Internal Consumption
• Sharing Knowledge with Leads and Clients
• Chapter 13: Managing Projects with Your CRM
• Setting Up a Project
• Leading Your Project Team
• Measuring Important Metrics for Your Team
• Chapter 14: Managing Events with Your CRM
• Bringing People to Your Brand
• Hosting Events
• Setting Up Registration Options
• Automating Responses and Follow-Ups
• Connecting with Calendars
• Part 4: Analytics and Improvement
• Chapter 15: Measuring Business Performance with CRM
• Constructing Funnels
• Analyzing Website Visitors
• A/B Webpage Testing
• Managing Affiliates
• Measuring Email Marketing
• Tracking Social Media
• Taking a Global View
• Chapter 16: Gathering Feedback and Supporting Customers
• Sending Surveys
• Supporting Clients with Ticketing Forms
• Chatting with Leads and Clients
• Chapter 17: Using Analytics the Right Way
• Defining Your Key Performance Indicators
• Analyzing Your Website Traffic
• Scoring Your Leads and Clients
• Predictive Analytics
• Part 5: The Part of Tens
• Chapter 18: Ten Top-Notch Software Review Websites
• Expert Market
• G2 Crowd
• SaaSGenius
• GetApp
• Technology Advice
• Software Advice
• Capterra
• Finances Online
• TrustRadius
• Marketing Automation Club
• Chapter 19: Ten Common CRM Mistakes
• Not Getting Buy In from Your Team
• Believing CRM Is about Software
• Not Doing Your Homework First
• Not Listening to Expert Advice
• Not Going through Vendor Software Training
• Not Setting Up DKIM and SPF
• Buying Lists
• Relying Only on Cold Calling
• Not Journey Mapping First
• Focusing on One Requirement
• Appendix A: CRM Decision Matrix
• Vendor
• CRM
• Appendix B: Self-Assessment
• About the Author
• Advertisement Page
• Connect with Dummies
• End User License Agreement