CRM For Dummies

 
 
For Dummies (Verlag)
  • erschienen am 16. Juni 2017
  • |
  • 360 Seiten
 
E-Book | PDF mit Adobe DRM | Systemvoraussetzungen
978-1-119-36899-1 (ISBN)
 
Save time, save money, and grow your business with more effective CRM
CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their business--but it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales.
Building relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective.
* Define your market segments, buyer personas, and voice
* Build an effective internal structure, and choose the right CRM solution
* Optimize leads and conduct effective email marketing
* Streamline processes, automate where possible, and employ analytics
Your customers are the lifeblood of your company; you need to reach them, engage them, and retain them--without wasting precious time or money. CRM For Dummies gets you up to speed on the latest, most effective CRM tools and techniques to help your business succeed.
1. Auflage
  • Englisch
  • Newark
  • |
  • USA
John Wiley & Sons Inc
  • Für Beruf und Forschung
  • 35,32 MB
978-1-119-36899-1 (9781119368991)
1119368995 (1119368995)
weitere Ausgaben werden ermittelt
Lars Helgeson is a pioneer in sales and marketing technology. His CRM platform for small to mid-size businesses, GreenRope, was built from scratch and has grown to include over 3,000 clients in more than 40 countries since its inception in 2011. He is a frequent speaker for small membership organizations and conferences.
1 - Title Page [Seite 3]
2 - Copyright Page [Seite 4]
3 - Table of Contents [Seite 7]
4 - Introduction [Seite 19]
4.1 - About This Book [Seite 19]
4.2 - Icons Used in This Book [Seite 20]
4.3 - Where to Go from Here [Seite 20]
5 - Part 1 Laying the CRM Foundation [Seite 23]
5.1 - Chapter 1 Embarking on Your Journey to Complete CRM [Seite 25]
5.1.1 - Bringing the R in CRM to the Forefront [Seite 25]
5.1.2 - Extending CRM to Your Entire Business [Seite 28]
5.1.3 - Knowing the Buzzwords [Seite 29]
5.1.3.1 - Content marketing [Seite 29]
5.1.3.2 - Personalized content [Seite 29]
5.1.3.3 - Conversion [Seite 31]
5.1.3.4 - Data-driven [Seite 31]
5.1.3.5 - Big data [Seite 32]
5.1.3.6 - Segmentation [Seite 32]
5.1.3.7 - Buyer persona [Seite 33]
5.1.3.8 - Inbound marketing [Seite 34]
5.1.3.9 - Customer lifecycle/journey [Seite 34]
5.1.3.10 - Sales pipeline/funnel [Seite 35]
5.1.3.11 - Opportunities [Seite 36]
5.1.4 - Using Strategies and Tactics [Seite 37]
5.1.4.1 - Coming up with effective strategies [Seite 37]
5.1.4.2 - Using effective tactics [Seite 38]
5.1.4.3 - Measuring "effective" [Seite 39]
5.1.5 - Finding Your Success with Complete CRM [Seite 39]
5.1.5.1 - Growth [Seite 40]
5.1.5.2 - Revenue [Seite 40]
5.1.5.3 - Profit [Seite 41]
5.1.5.4 - Efficiency [Seite 42]
5.1.5.5 - Lifestyle [Seite 43]
5.2 - Chapter 2 Gearing Up Internally for CRM [Seite 45]
5.2.1 - Overcoming Resistance to Change [Seite 46]
5.2.1.1 - Preparing for "not invented here" resistance [Seite 46]
5.2.1.2 - Confronting the ghosts of failed initiatives [Seite 46]
5.2.1.3 - Overcoming the fear of accountability [Seite 47]
5.2.1.4 - Conducting internal research [Seite 48]
5.2.1.5 - Identifying formal and informal leaders [Seite 49]
5.2.1.6 - Selling Complete CRM to every level of your organization [Seite 50]
5.2.2 - Encouraging and Facilitating Innovation and Collaboration [Seite 51]
5.2.2.1 - Taking a balanced, structured approach to innovation [Seite 52]
5.2.2.2 - Identifying resources that contribute to innovation [Seite 53]
5.2.2.3 - Measuring the impact of innovation [Seite 54]
5.2.2.4 - Facilitating collaborative brainstorming for your CRM [Seite 55]
5.2.3 - Creating a Consistent and Effective Brand Communication Strategy [Seite 56]
5.2.3.1 - Sending electronic communication [Seite 56]
5.2.3.2 - Distributing printed material [Seite 57]
5.2.3.3 - Posting and engaging on social media [Seite 58]
5.2.4 - Working with the Gatekeepers in IT [Seite 58]
5.2.4.1 - Securing your data [Seite 58]
5.2.4.2 - Controlling access to data [Seite 59]
5.2.4.3 - Controlling access to your CRM software [Seite 60]
5.2.5 - Adopting a Data-Driven Mindset [Seite 61]
5.2.5.1 - Making decisions quantitatively versus qualitatively [Seite 61]
5.2.5.2 - Leveraging predictive analytics [Seite 63]
5.2.6 - Applying Your Culture to CRM [Seite 64]
5.2.6.1 - Thinking like CRM [Seite 64]
5.2.6.2 - Acting like CRM [Seite 65]
5.2.6.3 - Building two-way relationships [Seite 65]
5.2.6.4 - Adding a leaderboard to motivate your team [Seite 66]
5.3 - Chapter 3 Choosing the Best Software [Seite 67]
5.3.1 - Choosing between Software as a Service (SaaS) or On-Premise [Seite 68]
5.3.1.1 - Going with SaaS [Seite 68]
5.3.1.2 - Choosing on-premise [Seite 70]
5.3.2 - Evaluating Software Vendors [Seite 70]
5.3.2.1 - Analyzing vendor company culture [Seite 70]
5.3.2.2 - Finding reviews that matter [Seite 71]
5.3.2.3 - Evaluating pricing models [Seite 72]
5.3.2.4 - Estimating integration time and cost [Seite 74]
5.3.2.5 - Assessing service and support options [Seite 75]
5.3.2.6 - Determining your need for outside assistance [Seite 77]
5.3.3 - Testing CRM Software [Seite 78]
5.3.3.1 - Finding the right criteria for you [Seite 78]
5.3.3.2 - Getting demos from vendors [Seite 80]
5.3.3.3 - Playing around with trial accounts [Seite 80]
5.3.4 - Making the Final Decision [Seite 81]
5.3.4.1 - How to get buy in [Seite 81]
5.3.4.2 - Seeing things through to completion [Seite 81]
5.3.5 - Educating Users on Responsibility [Seite 82]
5.3.6 - Installing the Right Data Security Tools [Seite 82]
5.3.7 - Training Your Staff [Seite 83]
5.3.7.1 - Building muscle memory with walk-throughs [Seite 85]
5.3.7.2 - Leveraging vendor videos, articles, and knowledge bases [Seite 86]
5.3.7.3 - Making dedicated resources available [Seite 86]
6 - Part 2 Setting Up Yourself for Success [Seite 87]
6.1 - Chapter 4 Organizing Your CRM through Segments and Personas [Seite 89]
6.1.1 - Segmenting Your Market [Seite 90]
6.1.1.1 - Choosing the right segmentation categories [Seite 90]
6.1.1.2 - Gathering data [Seite 92]
6.1.1.3 - Organizing leads, contacts, accounts, and companies [Seite 95]
6.1.2 - Identifying Buyer Personas [Seite 97]
6.1.2.1 - Brainstorming the persona [Seite 97]
6.1.2.2 - Using personas to outline process [Seite 98]
6.1.2.3 - Connecting personas and journeys to your CRM [Seite 99]
6.1.3 - Developing Your Best Brand [Seite 99]
6.1.3.1 - Using different voices for different personas [Seite 100]
6.1.3.2 - Changing your tone for different channels [Seite 101]
6.1.4 - Testing Your Brand [Seite 101]
6.1.4.1 - Finding the right measurement criteria [Seite 101]
6.1.4.2 - Learning from test results [Seite 103]
6.1.5 - Delivering the Right Content [Seite 104]
6.1.5.1 - Surveying the market for delivery methods [Seite 104]
6.1.5.2 - Adapting content strategy for different channels [Seite 106]
6.1.5.3 - Examples of good content [Seite 107]
6.1.6 - Avoiding Content Saturation [Seite 108]
6.1.6.1 - Sticking to relevant content [Seite 108]
6.1.6.2 - Writing specialized content for your audience [Seite 109]
6.2 - Chapter 5 Creating Story Arcs and Buyer Journeys with CRM [Seite 111]
6.2.1 - Building Brand Awareness [Seite 112]
6.2.1.1 - Offline advertising [Seite 112]
6.2.1.2 - SEO [Seite 112]
6.2.1.3 - Online advertising/pay-per-click (PPC) [Seite 112]
6.2.1.4 - Retargeting [Seite 113]
6.2.1.5 - Social media [Seite 113]
6.2.2 - Improving Brand Perception [Seite 114]
6.2.2.1 - Building your reputation [Seite 114]
6.2.2.2 - Making it easy to support your customers [Seite 115]
6.2.3 - Making the Best Contact the First Time [Seite 117]
6.2.4 - Qualifying Leads [Seite 119]
6.2.5 - Getting Your Leads into Your Funnel [Seite 120]
6.2.5.1 - Capturing data with effective forms [Seite 121]
6.2.5.2 - Automatically appending data to your contacts/companies [Seite 122]
6.2.6 - Using Workflows to Engage with Your Customers [Seite 123]
6.2.6.1 - Sending automated and transactional messages [Seite 125]
6.2.6.2 - Scheduling the right CRM activities [Seite 125]
6.2.7 - Designing Workflows [Seite 127]
6.2.7.1 - Considering limitations of your workflows [Seite 129]
6.2.7.2 - Communicating across multiple channels [Seite 129]
6.2.7.3 - Building different workflow actions for opportunities [Seite 130]
6.2.8 - Closing Leads with Effective Process [Seite 131]
6.2.8.1 - Determining what is automated versus manual [Seite 132]
6.2.8.2 - Testing different methods of closing [Seite 132]
6.2.8.3 - Measuring real success of closing [Seite 133]
6.2.9 - Using Opportunities versus Consumer Sales Funnels [Seite 134]
6.2.9.1 - Selling to the business (B2B) with opportunities [Seite 134]
6.2.9.2 - Selling to consumers with funnels [Seite 136]
6.2.9.3 - Measuring key metrics [Seite 137]
6.2.9.4 - Evolving your sales and conversion processes [Seite 138]
6.2.10 - Implementing Process Abandonment [Seite 138]
6.2.11 - Following Up after the Sale [Seite 141]
6.2.11.1 - Surveying customer satisfaction [Seite 141]
6.2.11.2 - Converting clients into advocates [Seite 141]
6.2.11.3 - Revitalizing existing clients [Seite 142]
6.3 - Chapter 6 Defining Process and Your Data Model [Seite 143]
6.3.1 - Applying Management by Walking Around [Seite 144]
6.3.1.1 - Gathering cultural information informally [Seite 144]
6.3.1.2 - Looking beyond the obvious answers [Seite 144]
6.3.1.3 - Collecting company feedback through surveys [Seite 145]
6.3.2 - Outlining Key Areas [Seite 145]
6.3.3 - Moving from Whiteboard to CRM [Seite 145]
6.3.3.1 - Looking at the complete picture [Seite 146]
6.3.3.2 - Building flowcharts of business processes [Seite 146]
6.3.4 - Defining Contact Data Fields [Seite 148]
6.3.4.1 - Building automation into data field values [Seite 149]
6.3.5 - Scoring Your Leads and Clients [Seite 150]
6.3.5.1 - Building demographic lead scoring rules [Seite 150]
6.3.5.2 - Building activity lead scoring rules [Seite 151]
7 - Part 3 Implementing Your CRM [Seite 153]
7.1 - Chapter 7 Setting Up Your CRM Elements [Seite 155]
7.1.1 - Contact versus Account-Based CRM [Seite 155]
7.1.2 - Defining Users and Their Roles [Seite 157]
7.1.2.1 - Controlling access to information [Seite 157]
7.1.2.2 - Limiting data export [Seite 158]
7.1.3 - Using a Group-Centric Architecture [Seite 158]
7.1.3.1 - Differentiating between tags, custom data fields, and groups [Seite 160]
7.1.3.2 - Setting attributes for groups [Seite 161]
7.1.3.3 - Limiting access by group [Seite 161]
7.1.4 - Setting Up Custom Data Fields [Seite 162]
7.1.4.1 - Defining custom data fields by type [Seite 163]
7.1.4.2 - Using equations to draw conclusions [Seite 163]
7.1.4.3 - Linking lead scoring to user fields [Seite 164]
7.1.5 - Storing Files [Seite 164]
7.1.5.1 - Saving files and snippets for easy access by users [Seite 165]
7.1.5.2 - Storing snippets or articles [Seite 165]
7.1.5.3 - Separating access by group [Seite 166]
7.1.6 - Signing Documents Automatically [Seite 166]
7.1.7 - Bridging Your Online Store and Your CRM [Seite 167]
7.1.7.1 - Picking a good storefront [Seite 167]
7.1.7.2 - Picking a good merchant provider [Seite 168]
7.1.7.3 - Automating purchase actions [Seite 169]
7.1.8 - Integrating Billing, Quotes, and Invoices [Seite 169]
7.1.8.1 - Accepting credit cards for payment [Seite 169]
7.1.8.2 - Building and sending quotes and invoices [Seite 170]
7.1.9 - Connecting Legacy and Related Software [Seite 171]
7.1.9.1 - Building API bridges to your CRM [Seite 171]
7.1.9.2 - Choosing master-slave versus master-master [Seite 172]
7.1.9.3 - Understanding server and network limitations [Seite 173]
7.1.10 - Importing Leads by File [Seite 173]
7.1.10.1 - Choosing a master [Seite 174]
7.1.10.2 - Triggering automated action by import [Seite 174]
7.2 - Chapter 8 Capturing Leads to Build Your CRM Database [Seite 175]
7.2.1 - Finding the Best Lead Capture Methods [Seite 176]
7.2.1.1 - Pay-per-click [Seite 176]
7.2.1.2 - Retargeting [Seite 178]
7.2.1.3 - Search engine optimization [Seite 178]
7.2.1.4 - Creating metrics to measure lead capture performance [Seite 179]
7.2.1.5 - Getting qualitative data from salespeople [Seite 180]
7.2.2 - Buying Leads from Third Parties [Seite 180]
7.2.2.1 - Applying your personas and segments to lead gen rules [Seite 181]
7.2.2.2 - Resolving disputes quickly with lead generators [Seite 182]
7.2.3 - Bringing Leads in with Your Website [Seite 182]
7.2.3.1 - Writing your sitemap [Seite 182]
7.2.3.2 - Making search engine optimization (SEO) work for you [Seite 183]
7.2.3.3 - Using video [Seite 184]
7.2.3.4 - Choosing the right framework [Seite 184]
7.2.3.5 - Using landing pages [Seite 185]
7.2.3.6 - Using PURLs [Seite 185]
7.2.4 - Tracking Sources with Campaign IDs [Seite 186]
7.2.4.1 - Tagging inbound links to automate campaign assignment [Seite 186]
7.2.4.2 - Segmenting analytics by campaign [Seite 187]
7.2.5 - Deploying Signup Forms [Seite 188]
7.2.5.1 - Using confirmed and single opt-in forms [Seite 188]
7.2.5.2 - Gathering the minimum amount of data [Seite 189]
7.2.5.3 - Optional behavior to enhance user experience [Seite 190]
7.2.6 - Deploying Ticketing Forms [Seite 190]
7.2.6.1 - Using ticketing forms for capturing leads [Seite 190]
7.2.6.2 - Using ticketing forms for customer service [Seite 191]
7.2.6.3 - Integrating workflows and satisfaction surveys [Seite 192]
7.2.7 - Appending Data [Seite 192]
7.2.7.1 - Adding social and demographic data to contacts [Seite 193]
7.2.7.2 - Adding data to companies [Seite 195]
7.2.8 - Building Automation into Forms [Seite 195]
7.2.8.1 - Attaching auto-responders to forms [Seite 196]
7.2.8.2 - Initiating drip campaigns with group assignment [Seite 196]
7.2.8.3 - Starting buyer journeys [Seite 196]
7.3 - Chapter 9 Capturing Leads with Other Methods [Seite 199]
7.3.1 - Interacting with Chat [Seite 200]
7.3.1.1 - Picking a good chat provider [Seite 200]
7.3.1.2 - Integrating chat transcripts into your CRM [Seite 201]
7.3.1.3 - Measuring operator performance [Seite 202]
7.3.2 - Interacting via SMS/MMS [Seite 202]
7.3.2.1 - Broadcasting SMS/MMS messages [Seite 203]
7.3.2.2 - Sending one-to-one mobile messages [Seite 203]
7.3.2.3 - Opting in via SMS [Seite 204]
7.3.3 - Interacting over the Phone [Seite 204]
7.3.3.1 - Clicking-to-call contacts through the CRM [Seite 205]
7.3.3.2 - Increasing efficiency with voicemail drop [Seite 205]
7.3.3.3 - Managing inbound call routing [Seite 205]
7.3.3.4 - Recording and transcribing calls [Seite 206]
7.3.4 - Meeting Over Web Conference [Seite 206]
7.3.5 - Interacting over Social Media [Seite 207]
7.3.5.1 - Activating workflows from social interaction [Seite 207]
7.3.5.2 - Getting overall sentiment about your brand [Seite 208]
7.3.6 - Meeting Leads in Real Life [Seite 208]
7.3.6.1 - Hosting and attending trade shows: Best practices [Seite 209]
7.3.6.2 - Initiating conversation with a goal [Seite 210]
7.3.7 - Integrating Inbound Leads through Zapier [Seite 211]
7.4 - Chapter 10 Communicating Effectively with Email [Seite 213]
7.4.1 - Avoiding Spam [Seite 214]
7.4.1.1 - Protecting your brand by being responsible [Seite 214]
7.4.1.2 - Following industry best practices [Seite 216]
7.4.1.3 - Knowing the penalties of being a bad actor [Seite 217]
7.4.2 - Adhering to Legal Requirements [Seite 217]
7.4.2.1 - Understanding CAN-SPAM and CASL [Seite 218]
7.4.2.2 - Following EU-U.S. Privacy Shield and Swiss-U.S. Privacy Shield [Seite 218]
7.4.3 - Employing SPF and DKIM [Seite 218]
7.4.4 - Choosing the Right Email Service Provider [Seite 220]
7.4.4.1 - Evaluating acceptable use policies [Seite 220]
7.4.4.2 - Examining reputation [Seite 220]
7.4.4.3 - Measuring throughput and delivery delay time [Seite 222]
7.4.4.4 - Compiling data and learning from campaigns [Seite 222]
7.4.5 - Managing Your Lists [Seite 223]
7.4.5.1 - Setting up groups for segmentation [Seite 223]
7.4.5.2 - Cleaning your lists [Seite 223]
7.4.5.3 - A/B testing lists [Seite 224]
7.4.6 - Gathering New Leads [Seite 225]
7.4.6.1 - Connecting forms to your email marketing [Seite 225]
7.4.6.2 - Updating recipient profiles to encourage list subscribing [Seite 226]
7.4.6.3 - Using forward-to-a-friend [Seite 226]
7.4.7 - Designing Emails That Work [Seite 227]
7.4.7.1 - Understanding good design principles [Seite 227]
7.4.7.2 - Connecting calls to action to campaigns [Seite 229]
7.4.8 - Tracking Email Marketing Campaigns [Seite 229]
7.4.8.1 - Measuring reads/opens [Seite 229]
7.4.8.2 - Tracking clicks [Seite 230]
7.4.8.3 - Watching unsubscribes [Seite 231]
7.4.8.4 - Limiting bounced emails [Seite 231]
7.4.8.5 - Watching statistical trends [Seite 232]
7.4.8.6 - Scoring interaction [Seite 233]
7.4.8.7 - Automating actions taken by recipients [Seite 234]
7.4.9 - Personalizing Your Messages [Seite 235]
7.4.9.1 - Embedding placeholders in your message [Seite 235]
7.4.9.2 - Using dynamic content [Seite 235]
7.4.10 - Triggering Email from Actions [Seite 236]
7.5 - Chapter 11 Joining the Marketing Automation Revolution [Seite 237]
7.5.1 - Defining Automation [Seite 238]
7.5.1.1 - Knowing when to automate [Seite 238]
7.5.1.2 - Avoiding the feeling of being in an automated sequence [Seite 239]
7.5.2 - Designing Your Campaigns [Seite 240]
7.5.2.1 - Using the delay-decision-action model [Seite 240]
7.5.2.2 - Educating and marketing with drip campaigns [Seite 243]
7.5.3 - Setting Up Triggers [Seite 244]
7.5.3.1 - Surveying your processes for triggers [Seite 245]
7.5.3.2 - Limiting over-automation [Seite 245]
7.5.4 - Encouraging Leads to Activate Triggers [Seite 245]
7.5.4.1 - Designing to support your process [Seite 245]
7.5.4.2 - Preparing for process abandonment [Seite 246]
7.5.5 - Automating Workflows Around Lead Scoring [Seite 247]
7.5.5.1 - Updating your CRM with lead scoring data [Seite 247]
7.5.5.2 - Triggering hot and cold lead scoring automation [Seite 247]
7.5.5.3 - Filtering automation by group and setting workflow limits [Seite 248]
7.5.6 - Designing Workflows [Seite 248]
7.5.6.1 - Limiting workflow activation frequency [Seite 250]
7.5.6.2 - Protecting data [Seite 250]
7.5.6.3 - Reassigning groups [Seite 250]
7.5.6.4 - Creating CRM activities [Seite 251]
7.5.6.5 - Creating opportunities [Seite 251]
7.5.6.6 - Sending emails, text messages, or variable print [Seite 251]
7.5.6.7 - Alerting the right people [Seite 252]
7.6 - Chapter 12 Managing Your Knowledge Base in Your CRM [Seite 253]
7.6.1 - Knowing What to Put in Your Knowledge Base [Seite 254]
7.6.2 - Building Access Levels for Information [Seite 255]
7.6.2.1 - Separating knowledge by group [Seite 255]
7.6.2.2 - Allowing contributors to modify content [Seite 255]
7.6.2.3 - Making articles public versus private [Seite 256]
7.6.3 - Structuring Knowledge for Internal Consumption [Seite 257]
7.6.4 - Sharing Knowledge with Leads and Clients [Seite 258]
7.7 - Chapter 13 Managing Projects with Your CRM [Seite 259]
7.7.1 - Setting Up a Project [Seite 260]
7.7.1.1 - Managing projects: A case for software [Seite 260]
7.7.1.2 - Defining requirements [Seite 261]
7.7.1.3 - Setting realistic target dates [Seite 261]
7.7.1.4 - Defining tasks within projects [Seite 262]
7.7.1.5 - Categorizing projects and tasks [Seite 262]
7.7.2 - Leading Your Project Team [Seite 263]
7.7.3 - Measuring Important Metrics for Your Team [Seite 265]
7.7.3.1 - Tracking resource utilization [Seite 265]
7.7.3.2 - Viewing overdue tasks [Seite 266]
7.7.3.3 - Budgeting projects and tasks [Seite 266]
7.8 - Chapter 14 Managing Events with Your CRM [Seite 267]
7.8.1 - Bringing People to Your Brand [Seite 268]
7.8.1.1 - Driving awareness with events [Seite 268]
7.8.1.2 - Educating leads and clients through conferences [Seite 269]
7.8.2 - Hosting Events [Seite 269]
7.8.2.1 - Establishing benefits of membership [Seite 270]
7.8.2.2 - Matching attendees by interests [Seite 271]
7.8.3 - Setting Up Registration Options [Seite 271]
7.8.3.1 - Determining what to ask for [Seite 272]
7.8.3.2 - Using logic to show only relevant options [Seite 273]
7.8.4 - Automating Responses and Follow-Ups [Seite 273]
7.8.5 - Connecting with Calendars [Seite 274]
8 - Part 4 Analytics and Improvement [Seite 275]
8.1 - Chapter 15 Measuring Business Performance with CRM [Seite 277]
8.1.1 - Constructing Funnels [Seite 278]
8.1.1.1 - Tracking sales progress with conversions [Seite 278]
8.1.1.2 - Defining the stages of a conversion [Seite 278]
8.1.1.3 - Measuring time and dropout rates for each stage [Seite 279]
8.1.1.4 - Activating workflows for stages [Seite 280]
8.1.2 - Analyzing Website Visitors [Seite 281]
8.1.2.1 - Measuring unique visitors and page views [Seite 281]
8.1.2.2 - Tracking referral sources [Seite 283]
8.1.2.3 - Measuring bounce rate [Seite 284]
8.1.2.4 - Keeping a tally on devices that visit your website [Seite 285]
8.1.2.5 - Watching where your visitors come from [Seite 285]
8.1.2.6 - Measuring time on site [Seite 286]
8.1.2.7 - Analyzing individual pages [Seite 286]
8.1.2.8 - Comparing your website properties [Seite 287]
8.1.2.9 - Comparing and contrasting campaign performance [Seite 289]
8.1.3 - A/B Webpage Testing [Seite 290]
8.1.3.1 - Setting up split percentages [Seite 290]
8.1.3.2 - Determining the best criteria for a split [Seite 291]
8.1.3.3 - Adjusting split percentages automatically [Seite 291]
8.1.4 - Managing Affiliates [Seite 291]
8.1.4.1 - Connecting campaigns to affiliate codes [Seite 292]
8.1.4.2 - Defining tiers for payment [Seite 292]
8.1.5 - Measuring Email Marketing [Seite 293]
8.1.5.1 - Watching read and click rates over time [Seite 293]
8.1.5.2 - Comparing performance to benchmarks [Seite 293]
8.1.5.3 - Measuring conversions from email campaigns [Seite 294]
8.1.6 - Tracking Social Media [Seite 295]
8.1.6.1 - Measuring impressions and actions [Seite 295]
8.1.6.2 - Calculating influence and lead qualification [Seite 297]
8.1.7 - Taking a Global View [Seite 297]
8.2 - Chapter 16 Gathering Feedback and Supporting Customers [Seite 299]
8.2.1 - Sending Surveys [Seite 300]
8.2.1.1 - Applying surveys to the right situations [Seite 300]
8.2.1.2 - Developing the questions people answer [Seite 301]
8.2.1.3 - Building logic into survey structure [Seite 301]
8.2.1.4 - Scoring survey responses [Seite 302]
8.2.1.5 - Triggering workflows from surveys [Seite 303]
8.2.1.6 - Connecting survey responses to your CRM [Seite 303]
8.2.2 - Supporting Clients with Ticketing Forms [Seite 304]
8.2.2.1 - Posting forms on your website for customer service [Seite 304]
8.2.2.2 - Automation with ticket forms [Seite 305]
8.2.2.3 - Setting standards and goals for your support team [Seite 306]
8.2.2.4 - Measuring important metrics [Seite 307]
8.2.3 - Chatting with Leads and Clients [Seite 308]
8.3 - Chapter 17 Using Analytics the Right Way [Seite 309]
8.3.1 - Defining Your Key Performance Indicators [Seite 310]
8.3.1.1 - Knowing what to measure and why [Seite 310]
8.3.1.2 - Setting reasonable standards [Seite 312]
8.3.1.3 - Reporting your KPIs [Seite 312]
8.3.1.4 - Developing policies for exceeding standards or failing to meet them [Seite 313]
8.3.1.5 - Sharing performance with investors and employees [Seite 313]
8.3.2 - Analyzing Your Website Traffic [Seite 313]
8.3.2.1 - Assessing SEO and PPC performance [Seite 314]
8.3.2.2 - Comparing campaigns and their impact [Seite 314]
8.3.3 - Scoring Your Leads and Clients [Seite 315]
8.3.4 - Predictive Analytics [Seite 315]
8.3.4.1 - Building a data model from behavior [Seite 316]
8.3.4.2 - Applying your predictive model to leads [Seite 318]
8.3.4.3 - Applying your predictive model to your business model [Seite 318]
8.3.4.4 - Sharpening your team's skills [Seite 319]
9 - Part 5 The Part of Tens [Seite 321]
9.1 - Chapter 18 Ten Top-Notch Software Review Websites [Seite 323]
9.1.1 - Expert Market [Seite 323]
9.1.2 - G2 Crowd [Seite 324]
9.1.3 - SaaSGenius [Seite 325]
9.1.4 - GetApp [Seite 326]
9.1.5 - Technology Advice [Seite 327]
9.1.6 - Software Advice [Seite 327]
9.1.7 - Capterra [Seite 328]
9.1.8 - Finances Online [Seite 329]
9.1.9 - TrustRadius [Seite 329]
9.1.10 - Marketing Automation Club [Seite 330]
9.2 - Chapter 19 Ten Common CRM Mistakes [Seite 331]
9.2.1 - Not Getting Buy In from Your Team [Seite 331]
9.2.2 - Believing CRM Is about Software [Seite 332]
9.2.3 - Not Doing Your Homework First [Seite 332]
9.2.4 - Not Listening to Expert Advice [Seite 332]
9.2.5 - Not Going through Vendor Software Training [Seite 332]
9.2.6 - Not Setting Up DKIM and SPF [Seite 333]
9.2.7 - Buying Lists [Seite 333]
9.2.8 - Relying Only on Cold Calling [Seite 333]
9.2.9 - Not Journey Mapping First [Seite 334]
9.2.10 - Focusing on One Requirement [Seite 334]
10 - Appendix A CRM Decision Matrix [Seite 335]
11 - Appendix B Self-Assessment [Seite 341]
12 - Index [Seite 343]
13 - EULA [Seite 363]

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