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• 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
• Feeding the need for content
• Prospects are searching for answers
• Consumers are engaging over a life cycle
• Everyone is socializing online
• Marketing in the ultra-connected world
• 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 Automation
• Identifying the stakeholders
• Marketing automation isn’t just for marketing
• Driving More Revenue from Your Investment in Online Marketing
• Invigorating search engine marketing
• Removing the guesswork from SEO
• Reinforcing your investment in content marketing
• Making sense of social marketing’s impact to your bottom line
• Proving marketing’s contribution to revenue
• Chapter 3: Choosing a Marketing Automation Solution
• Aligning a Solution with Core Marketing Goals
• Setting realistic expectations
• Determining the need for a custom integration vs. an out-of-the-box connection
• Finding the correct level of technology
• Estimating Your Total Investment in Marketing Automation
• Judging the time required to build campaigns
• Judging other time requirements
• Chapter 4: Setting Up a New Marketing Automation Tool
• Listing Resources Needed for Initial Setup
• Breaking down your integration into steps
• Committing to developing content
• Teaming up for best results
• Targeting Efficiency in Your Implementation
• Identifying your quick wins and major pain points
• Uncovering the bottlenecks in your marketing workflow
• First Steps to Activating Your Solution
• Creating your alias
• Adding tracking code to your website
• Importing assets into your marketing automation tool
• Integrating traceable content
• Setting up SPF/Sender ID
• Setting up DomainKeys
• Removing IT from Your Marketing Work Flow
• Dragging and dropping IT out of your marketing work flow
• The single prospect record
• Learning that sometimes automation needs a hand
• Part II: Working with Data and Leads
• Chapter 5: CRM Integration
• Clearly Defining Your Wants and Needs for Marketing Automation and CRM
• Mapping out your CRM integration
• Diagramming your campaigns and lead-flow paths
• Cleaning Up Your Database
• Using tools to clean up your database
• Hiring someone to clean up your database
• Connecting CRM Data Fields to Your Marketing Automation Tool
• Connecting default fields to your marketing automation tool
• Inserting custom fields into your marketing automation tool
• Uploading your data sets into your marketing automation tool
• Testing and Troubleshooting Common CRM Issues
• Testing your integration
• Troubleshooting lead-assignment issues
• Troubleshooting data mapping issues
• Chapter 6: Creating Segmented Lists
• Understanding the Types of Segmentations
• Static segmentations and their use cases
• Semi-dynamic segmentation’s role in programs
• Fully dynamic segmentation’s use cases
• Generating Your First List
• Identifying your key data points for segmentation
• Developing a naming convention for segments
• Adding people to your list
• Exploring the Many Uses of Segmentation
• Segmenting from email actions
• Segmenting from prospect actions
• Segmenting from prospect inactivity
• Segmenting off of CRM data
• Creating Personas for Personalization
• Creating demographic personas
• Creating interest-based personas
• Identifying existing personas in your database
• Reaching out again to old leads
• Creating Advanced Segmentations
• Understanding if-then statements
• The importance of minimizing the complexity of advanced segmentations
• Chapter 7: Sending Leads to Sales
• Aligning Sales and Marketing Teams
• Working with sales to define fields in your CRM system
• Agreeing on sales-ready lead definitions and time frames
• Identifying the important data points of a lead, contact, account, and opportunity
• Collaborating with sales
• Asking sales for content suggestions
• Copying your best salespeople
• Turning on Sales Enablement Functionality
• Supporting Campaigns for Your Sales Team
• Building automated campaigns for cold sales leads
• Using lead assignments to drive leads to the sales team
• Impacting sales with lead notifications
• Part III: Running Automation Campaigns
• Chapter 8: Content Marketing and Its Place in Marketing Automation
• New Content for a New Tool
• Blogging and its place in your automation strategy
• Knowing when to use short-form content
• Knowing when to use long-form content
• Creating content for lead nurturing
• Managing Your Content
• Hosting content in your marketing automation tool
• Easy ways to track your distributed content
• Creating new content reports
• Tying Webinars and Video to Your Automation
• Understanding webinars for automation
• The world of video and automation
• Chapter 9: Creating Forms and Landing Pages
• Publishing Forms
• Identifying your questions
• Placing fields in your forms
• Developing form look and feel
• Setting form automations
• Placing lead capture forms on your website
• Knowing the importance of short forms with inbound marketing
• Publishing Your First Landing Page
• Avoiding landing page mistakes
• Building a Best-of-Breed Landing Page
• Optimizing for a single goal
• Using dynamic content to increase conversions
• Video embedded for increased engagement
• Microsite landing pages
• Adding Advanced Forms to Your Campaigns
• Pondering progressive profiling
• Data augmentation and its place in forms
• Creating Better Conversion Goals
• Quality vs. quantity
• Be prepared for the big dip
• Chapter 10: Sending Emails and Nurture Campaigns
• Getting Up to Speed on Nurturing
• Mass email sending vs. email nurturing
• Nurturing use cases
• Getting Started with Nurturing
• Defining your nurturing program’s goal
• Adding people to nurturing campaigns
• Branching out in your nurturing programs
• Building Your First Nurturing Programs
• Building net new lead nurturing campaigns
• Building a sales lead-nurturing campaign
• Building a cold lead-nurturing campaign
• Building a cross-selling nurturing campaign
• Nurturing leads who are using competitive solutions
• Setting Up Nurturing Email Templates
• Bringing in your first email template
• Formatting your email for optimized engagement
• Copy Writing for Email Nurturing
• Learning the importance of the subject line
• Using a stage-based tone and dynamic content
• Writing with a personal tone
• Effective Calls to Action for Lead Nurturing
• Using creative CTAs to help increase engagement
• Increasing engagement by better targeting of CTAs
• 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
• Syncing social media with marketing automation
• Leveraging LinkedIn with marketing automation
• Building programs to connect to Facebook
• Integrating Video into Social Media
• Driving Leads to an Event with Automation
• Setting up event registration
• Using multiple marketing channels to promote your event
• Staying relevant after an event
• Chapter 12: Scoring Leads
• Recognizing Basic Scoring Concepts
• Understanding what a score can tell you
• Scoring behaviors versus actions
• Discovering the best opportunities with account-based scoring
• Taking action on lead scoring
• Scoring leads over time
• Combining lead scores and lead grades
• Knowing When to Score Prospect Actions
• Identifying key actions for scoring
• Building Your First Scoring Models
• Scoring Prospect Actions and Behaviors
• Learning to score form behavior
• Scoring prospect interactions with landing pages
• Scoring on web interactions
• Scoring on downloads
• Scoring on email engagement
• Correctly scoring search terms
• Scoring social media interactions correctly
• Advanced Scoring Models
• Using lead scoring for a net promoter score
• Scoring multiple buyers for sales readiness
• Using tally fields for scoring
• Monitoring Your Scoring Model
• Learning to use the multiple-column approach
• Making use of score degradation
• Using a checklist for refining your scoring model
• Chapter 13: Generating Reports
• Understanding Appropriate Reporting Methods
• Implementing Marketing Qualified Lead Reports
• Understanding an MQL report
• Setting up your first MQL report
• Implementing Sales Qualified Lead Reports
• Understanding an SQL report
• Setting up your first SQL report
• Tracking marketing-sourced leads
• Looking at the Influence of a Campaign on a Lead
• Creating influencing campaign reports
• Limiting factors of influencing campaign reports
• Gauging Future Lead Flow by Tracking Lead Stage
• Creating lead stages
• Understanding how to measure velocity through stages
• Building a velocity report
• Proving Value with ROI Reporting
• Beginning with ROI reporting
• Limitations of ROI reporting
• Keeping up with Marketing-Sourced Opportunities
• Looking at Smaller Metrics for Better Campaigns
• Evaluating your cold lead nurturing campaign
• Looking at the results of your white paper campaign
• Tracking Twitter Engagements
• Part V: Putting It All Together
• Chapter 14: Mastering Your First Campaigns
• Mining Your Existing Database for Hot Leads
• Finding your hottest leads first
• Getting more lemon from the squeeze: Reaching back out to old leads
• Measuring your early campaigns
• Crafting a White Paper Campaign
• Inbound white paper campaign
• Outbound white paper campaign
• How to increase the engagements in your white paper campaign
• Upselling Campaigns
• Building your list of possible prospects
• Upselling with special content
• Driving leads to the sales team
• Sales Support Campaigns
• Staying relevant with lost deals
• Chapter 15: Implementing Advanced Marketing Automation Techniques
• Auditing Your Performance for Improved Results
• Creating a sustainable review process
• Benchmarking your performance over time
• Benefitting from Split Testing
• The basics of split testing
• Testing emails for conversions
• Comparing forms, content, and landing pages with split testing
• Agile Marketing for the Modern Marketer
• Execute often
• Review constantly
• Eliminate the need for perfect
• Integrating Marketing Automation with Offline Efforts
• Maximizing trade show effectiveness with automation
• Integrating direct mail and automation
• Part VI: The Part of Tens
• Chapter 16: The Top Ten Marketing Automation Mistakes
• Biting Off Too Much
• Skimping on Content Creation
• Having Only One Nurturing Campaign
• Underestimating the Impact of Social Media
• Looking at the Wrong Numbers
• Involving Sales Too Late
• Overbuying
• Forgetting to Audit
• Underestimating the Power of a Website
• Undertraining Sales Teams
• Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read
• Jay Baer
• Content Marketing Institute
• Clickz.com
• Brainrider
• Joe Chernov: Helicopter to Work Blog
• SiriusDecisions
• Velocity Partners Ltd.
• eConsultancy
• MarketingProfs
• Mitch Joel
• About the Author
• Cheat Sheet
• More Dummies Products