Table of Contents
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