[Dummies 01] • CRM For Dummies by Helgeson, Lars -- Read -- Imperial Library of Trantor

Index

Cover Title Page Table of Contents Introduction

About This Book Icons Used in This Book Where to Go from Here

Part 1: Laying the CRM Foundation

Chapter 1: Embarking on Your Journey to Complete CRM

Bringing the R in CRM to the Forefront Extending CRM to Your Entire Business Knowing the Buzzwords Using Strategies and Tactics Finding Your Success with Complete CRM

Chapter 2: Gearing Up Internally for CRM

Overcoming Resistance to Change Encouraging and Facilitating Innovation and Collaboration Creating a Consistent and Effective Brand Communication Strategy Working with the Gatekeepers in IT Adopting a Data-Driven Mindset Applying Your Culture to CRM

Chapter 3: Choosing the Best Software

Choosing between Software as a Service (SaaS) or On-Premise Evaluating Software Vendors Testing CRM Software Making the Final Decision Educating Users on Responsibility Installing the Right Data Security Tools Training Your Staff

Part 2: Setting Up Yourself for Success

Chapter 4: Organizing Your CRM through Segments and Personas

Segmenting Your Market Identifying Buyer Personas Developing Your Best Brand Testing Your Brand Delivering the Right Content Avoiding Content Saturation

Chapter 5: Creating Story Arcs and Buyer Journeys with CRM

Building Brand Awareness Improving Brand Perception Making the Best Contact the First Time Qualifying Leads Getting Your Leads into Your Funnel Using Workflows to Engage with Your Customers Designing Workflows Closing Leads with Effective Process Using Opportunities versus Consumer Sales Funnels Implementing Process Abandonment Following Up after the Sale

Chapter 6: Defining Process and Your Data Model

Applying Management by Walking Around Outlining Key Areas Moving from Whiteboard to CRM Defining Contact Data Fields Scoring Your Leads and Clients

Part 3: Implementing Your CRM

Chapter 7: Setting Up Your CRM Elements

Contact versus Account-Based CRM Defining Users and Their Roles Using a Group-Centric Architecture Setting Up Custom Data Fields Storing Files Signing Documents Automatically Bridging Your Online Store and Your CRM Integrating Billing, Quotes, and Invoices Connecting Legacy and Related Software Importing Leads by File

Chapter 8: Capturing Leads to Build Your CRM Database

Finding the Best Lead Capture Methods Buying Leads from Third Parties Bringing Leads in with Your Website Tracking Sources with Campaign IDs Deploying Signup Forms Deploying Ticketing Forms Appending Data Building Automation into Forms

Chapter 9: Capturing Leads with Other Methods

Interacting with Chat Interacting via SMS/MMS Interacting over the Phone Meeting Over Web Conference Interacting over Social Media Meeting Leads in Real Life Integrating Inbound Leads through Zapier

Chapter 10: Communicating Effectively with Email

Avoiding Spam Adhering to Legal Requirements Employing SPF and DKIM Choosing the Right Email Service Provider Managing Your Lists Gathering New Leads Designing Emails That Work Tracking Email Marketing Campaigns Personalizing Your Messages Triggering Email from Actions

Chapter 11: Joining the Marketing Automation Revolution

Defining Automation Designing Your Campaigns Setting Up Triggers Encouraging Leads to Activate Triggers Automating Workflows Around Lead Scoring Designing Workflows

Chapter 12: Managing Your Knowledge Base in Your CRM

Knowing What to Put in Your Knowledge Base Building Access Levels for Information Structuring Knowledge for Internal Consumption Sharing Knowledge with Leads and Clients

Chapter 13: Managing Projects with Your CRM

Setting Up a Project Leading Your Project Team Measuring Important Metrics for Your Team

Chapter 14: Managing Events with Your CRM

Bringing People to Your Brand Hosting Events Setting Up Registration Options Automating Responses and Follow-Ups Connecting with Calendars

Part 4: Analytics and Improvement

Chapter 15: Measuring Business Performance with CRM

Constructing Funnels Analyzing Website Visitors A/B Webpage Testing Managing Affiliates Measuring Email Marketing Tracking Social Media Taking a Global View

Chapter 16: Gathering Feedback and Supporting Customers

Sending Surveys Supporting Clients with Ticketing Forms Chatting with Leads and Clients

Chapter 17: Using Analytics the Right Way

Defining Your Key Performance Indicators Analyzing Your Website Traffic Scoring Your Leads and Clients Predictive Analytics

Part 5: The Part of Tens

Chapter 18: Ten Top-Notch Software Review Websites

Expert Market G2 Crowd SaaSGenius GetApp Technology Advice Software Advice Capterra Finances Online TrustRadius Marketing Automation Club

Chapter 19: Ten Common CRM Mistakes

Not Getting Buy In from Your Team Believing CRM Is about Software Not Doing Your Homework First Not Listening to Expert Advice Not Going through Vendor Software Training Not Setting Up DKIM and SPF Buying Lists Relying Only on Cold Calling Not Journey Mapping First Focusing on One Requirement

Appendix A: CRM Decision Matrix

Vendor CRM

Appendix B: Self-Assessment About the Author Advertisement Page Connect with Dummies End User License Agreement

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