Marketing Automation For Dummies

312 Pages·2014·15.52 MB·english

by  Mathew Sweezey

Business/Marketing
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• Get ready — get an overview of marketing automation, then t
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• Make your data and leads count — find out how to integrate
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• Automate it — get down to the nitty-gritty of marketing automation • Tips on measuring ROI and
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by running campaigns, including content marketing, creating forms
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Cover Image: ©tumpikuja/iStockphoto.com
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automation with other programs, scoring leads, generating
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• The next level — become aware of the top mistakes to avoid and a lead scoring model
other online sources of information on marketing automation
• Integrate marketing automation
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ISBN:978-1-118-77222-5
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Mathew Sweezey
Marketing Automation Evangelist
9 781118772225 Sweezey for Salesforce
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Marketing
Automation
by Mathew Sweezey
Marketing Automation For Dummies®
Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com
Copyright © 2014 by John Wiley & Sons, Inc., Hoboken, New Jersey
Media and software compilation copyright © 2014 by John Wiley & Sons, Inc. All rights reserved.
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Contents at a Glance
Introduction ................................................................ 1
Part I: Getting Started with Marketing Automation ........ 5
Chapter 1: Introducing the Concepts of Marketing Automation .................................7
Chapter 2: Creating a Business Case for Marketing Automation ...............................17
Chapter 3: Choosing a Marketing Automation Solution .............................................31
Chapter 4: Setting Up a New Marketing Automation Tool ..........................................39
Part II: Working with Data and Leads ......................... 59
Chapter 5: CRM Integration ............................................................................................61
Chapter 6: Creating Segmented Lists ............................................................................77
Chapter 7: Sending Leads to Sales .................................................................................95
Part III: Running Automation Campaigns .................. 109
Chapter 8: Content Marketing and Its Place in Marketing Automation ..................111
Chapter 9: Creating Forms and Landing Pages ..........................................................129
Chapter 10: Sending Emails and Nurture Campaigns ...............................................149
Part IV: Mixing, Scoring, and Reporting .................... 179
Chapter 11: Combining Automation with Other Marketing Programs ....................181
Chapter 12: Scoring Leads ............................................................................................195
Chapter 13: Generating Reports...................................................................................215
Part V: Putting It All Together .................................. 241
Chapter 14: Mastering Your First Campaigns ............................................................243
Chapter 15: Implementing Advanced Marketing Automation Techniques ............259
Part VI: The Part of Tens .......................................... 275
Chapter 16: The Top Ten Marketing Automation Mistakes .....................................277
Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read ...........283
Index ...................................................................... 287

Table of Contents
Introduction ................................................................. 1
About This Book ..............................................................................................1
Foolish Assumptions .......................................................................................2
Icons Used in This Book .................................................................................3
Beyond the Book .............................................................................................3
Where to Go from Here ...................................................................................3
Part I: Getting Started with Marketing Automation ......... 5
Chapter 1: Introducing the Concepts of Marketing Automation . . . . . . 7
Defining Marketing Automation .....................................................................7
Recognizing the Relationship Between Marketing
Automation and Online Marketing.............................................................9
Marketing to the Modern Buyer ..................................................................10
Feeding the need for content .............................................................10
Prospects are searching for answers ................................................11
Consumers are engaging over a life cycle ........................................13
Everyone is socializing online ............................................................14
Marketing in the ultra-connected world ...........................................15
Chapter 2: Creating a Business Case for Marketing Automation . . . . 17
Writing a Business Case Document .............................................................17
Knowing Why Companies Implement Marketing Automation .................18
Starting the Conversation about Marketing Automation .........................21
Identifying the stakeholders ...............................................................21
Marketing automation isn’t just for marketing ................................22
Driving More Revenue from Your Investment in Online Marketing ........23
Invigorating search engine marketing ...............................................24
Removing the guesswork from SEO...................................................25
Reinforcing your investment in content marketing.........................26
Making sense of social marketing’s impact to your bottom line......27
Proving marketing’s contribution to revenue ..................................28
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Marketing Automation For Dummies
Chapter 3: Choosing a Marketing Automation Solution . . . . . . . . . . . . 31
Aligning a Solution with Core Marketing Goals .........................................31
Setting realistic expectations .............................................................32
Determining the need for a custom integration vs. an
out-of-the-box connection .......................................................................34
Finding the correct level of technology ............................................35
Estimating Your Total Investment in Marketing Automation ..................36
Judging the time required to build campaigns ................................36
Judging other time requirements ......................................................38
Chapter 4: Setting Up a New Marketing Automation Tool . . . . . . . . . 39
Listing Resources Needed for Initial Setup ................................................39
Breaking down your integration into steps ......................................40
Committing to developing content ....................................................41
Teaming up for best results................................................................42
Targeting Efficiency in Your Implementation ............................................43
Identifying your quick wins and major pain points .........................43
Uncovering the bottlenecks in your marketing workflow ..............45
First Steps to Activating Your Solution ......................................................45
Creating your alias ...............................................................................46
Adding tracking code to your website ..............................................48
Importing assets into your marketing automation tool ..................50
Integrating traceable content .............................................................51
Setting up SPF/Sender ID.....................................................................52
Setting up DomainKeys .......................................................................53
Removing IT from Your Marketing Work Flow ..........................................53
Dragging and dropping IT out of your marketing work flow ..........54
The single prospect record ................................................................55
Learning that sometimes automation needs a hand .......................56
Part II: Working with Data and Leads .......................... 59
Chapter 5: CRM Integration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Clearly Defining Your Wants and Needs for Marketing
Automation and CRM ................................................................................61
Mapping out your CRM integration ...................................................63
Diagramming your campaigns and lead-flow paths ........................64
Cleaning Up Your Database ..........................................................................65
Using tools to clean up your database ..............................................65
Hiring someone to clean up your database ......................................67
Connecting CRM Data Fields to Your Marketing Automation Tool .........67
Connecting default fields to your marketing automation tool .............68
Inserting custom fields into your marketing automation tool ..........69
Uploading your data sets into your marketing automation tool ............71
vii
Table of Contents
Testing and Troubleshooting Common CRM Issues .................................72
Testing your integration .....................................................................72
Troubleshooting lead-assignment issues .........................................74
Troubleshooting data mapping issues ..............................................75
Chapter 6: Creating Segmented Lists . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Understanding the Types of Segmentations ..............................................78
Static segmentations and their use cases .........................................78
Semi-dynamic segmentation’s role in programs ..............................79
Fully dynamic segmentation’s use cases ..........................................79
Generating Your First List ............................................................................81
Identifying your key data points for segmentation .........................82
Developing a naming convention for segments ...............................82
Adding people to your list ..................................................................83
Exploring the Many Uses of Segmentation .................................................84
Segmenting from email actions ..........................................................84
Segmenting from prospect actions ....................................................85
Segmenting from prospect inactivity ................................................85
Segmenting off of CRM data ................................................................86
Creating Personas for Personalization .......................................................86
Creating demographic personas ........................................................87
Creating interest-based personas ......................................................88
Identifying existing personas in your database ...............................88
Reaching out again to old leads .........................................................89
Creating Advanced Segmentations .............................................................90
Understanding if-then statements .....................................................90
The importance of minimizing the complexity of 
advanced segmentations .................................................................93
Chapter 7: Sending Leads to Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Aligning Sales and Marketing Teams ..........................................................95
Working with sales to define fields in your CRM system................96
Agreeing on sales-ready lead definitions and time frames .............96
Identifying the important data points of a lead, contact,
account, and opportunity ...............................................................97
Collaborating with sales......................................................................98
Asking sales for content suggestions ................................................98
Copying your best salespeople ..........................................................99
Turning on Sales Enablement Functionality ............................................101
Supporting Campaigns for Your Sales Team ...........................................102
Building automated campaigns for cold sales leads .....................102
Using lead assignments to drive leads to the sales team .............103
Impacting sales with lead notifications...........................................105
viii
Marketing Automation For Dummies
Part III: Running Automation Campaigns ................... 109
Chapter 8: Content Marketing and Its Place
in Marketing Automation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
New Content for a New Tool ......................................................................111
Blogging and its place in your automation strategy......................113
Knowing when to use short-form content ......................................116
Knowing when to use long-form content ........................................116
Creating content for lead nurturing ................................................116
Managing Your Content ..............................................................................118
Hosting content in your marketing automation tool .....................119
Easy ways to track your distributed content .................................120
Creating new content reports ..........................................................122
Tying Webinars and Video to Your Automation .....................................123
Understanding webinars for automation ........................................123
The world of video and automation ................................................125
Chapter 9: Creating Forms and Landing Pages . . . . . . . . . . . . . . . . . . 129
Publishing Forms .........................................................................................129
Identifying your questions ................................................................130
Placing fields in your forms ..............................................................130
Developing form look and feel .........................................................130
Setting form automations .................................................................131
Placing lead capture forms on your website ..................................131
Knowing the importance of short forms with 
inbound marketing .........................................................................132
Publishing Your First Landing Page ..........................................................133
Avoiding landing page mistakes ......................................................134
Building a Best-of-Breed Landing Page .....................................................135
Optimizing for a single goal ..............................................................135
Using dynamic content to increase conversions ...........................137
Video embedded for increased engagement ..................................139
Microsite landing pages ....................................................................141
Adding Advanced Forms to Your Campaigns ..........................................143
Pondering progressive profiling ......................................................144
Data augmentation and its place in forms ......................................145
Creating Better Conversion Goals .............................................................146
Quality vs. quantity ...........................................................................146
Be prepared for the big dip ..............................................................147