Marketing Automation

226 Pages·2019·5.154 MB·English

by  Jonah C. Pardillo

MARKETING AUTOMATION

MARKETING AUTOMATION
Jonah C. Pardillo
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Marketing Automation
Jonah C. Pardillo
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e-book Edition 2020
ISBN: 978-1-77407-549-4 (e-book)
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ABOUT THE AUTHOR
Jonah is Master of Business Admisnistration from the University of the East,
Manila Philippines. She’s an Entrepreneur and hands-on with her own business
for more than 10 years and has over 4 years of experience in teaching in several
universities and colleges for Economics, Financial Management, Marketing,
Management, Human Resource Management and Strategic Management.
Currently she’s a Course Content Developer and a mentor for the first Online
University in the Philippine. She has designed and developed business subjects
such as: Management Accounting (for Graduate Studies); Math of Investment,
Economics, and Marketing Management (for undergrad); Fundamentals of
Accounting and Organizational Management (for SHS).

TABLE OF CONTENTS
List of Figures ................................................................................................xi
List of Abbreviations ....................................................................................xiii
Preface........................................................................ .................................xv
Chapter 1 Introduction of Marketing Automation .....................................................1
1.1. Marketing Automation ........................................................................2
1.2. Tenets of Modern Marketing ................................................................5
1.3. Marketing Automation Platform (MAP) ..............................................10
1.4. Best Steps To Develop Marketing Automation ...................................18
Review Questions ....................................................................................25
References ...............................................................................................26
Chapter 2 Tools for Marketing Automation .............................................................27
2.1. Introduction ......................................................................................28
2.2. Five Tools To Take Your Marketing Automation To The Next Level ......31
2.3. Marketing Automation Tools For Small Businesses .............................39
2.4. Print Companies Seeing Success With Marketing Automation
And Digital Communications .........................................................44
2.5. Lead Scoring And Lead Nurturing .....................................................46
Review Questions ....................................................................................48
References ...............................................................................................49
Chapter 3 Strategies for Marketing Automation ......................................................51
3.1. Introduction ......................................................................................52
3.2. The Most Effective Method To Start “Creeping” In
Marketing Automation ....................................................................57
3.3. Starting With The Campaign With Marketing Automation ..................66
3.4. Study And Hack Top Performers In Your Market .................................73
Review Questions ....................................................................................76
References ...............................................................................................77
Chapter 4 Content Marketing and Marketing Automation .......................................79
4.1. Introduction ......................................................................................80
4.2. Content Marketing A Precondition For Marketing Automation ..........83
4.3. The Benefits Of Automated Content Marketing ..................................85
4.4. Automating Your Content ..................................................................88
4.5. Kinds Of Companies That Should Complement Every
Content Marketer’s Services............................................................96
Review Questions ..................................................................................102
References .............................................................................................103
Chapter 5 Business Development and Marketing Automation ...............................105
5.1. Introduction ....................................................................................106
5.2. Making The Business Case For Marketing Automation .....................108
5.3. Beneficial Factors Impacting The Business .......................................113
5.4. CRM Automation ............................................................................116
5.5. Accomplishments Through Marketing Automation
For A Business ..............................................................................121
5.6. Problems Related To Marketing Automation ....................................124
Review Questions: .................................................................................128
References .............................................................................................129
Chapter 6 Impact of Marketing Automation on Business .......................................131
6.1. Influences on Purchasing Decision In B2B Organizations ...............132
6.2. The Benefits of CRM (Customer Relationship Management) ............135
6.3. Why Marketing Automation Matters ................................................137
6.4. Benefits Of Marketing Automation On B2B Marketing ....................140
6.5. Other Ways Marketing Automation Can Impact Business ................146
6.6. Ways To Boost The Impact ...............................................................149
Review Questions ..................................................................................153
References .............................................................................................154
Chapter 7 Key Challenges of Automation Marketing .............................................155
7.1. Not Understanding The Buyer’s Journey ..........................................156
viii