CRM For Dummies

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
• Tracking resource utilization
• Viewing overdue tasks
• Budgeting projects and tasks

Chapter 14: Managing Events with Your CRM

• Bringing People to Your Brand
• Driving awareness with events
• Educating leads and clients through conferences
• Hosting Events
• Establishing benefits of membership
• Matching attendees by interests
• Setting Up Registration Options
• Determining what to ask for
• Using logic to show only relevant options
• Automating Responses and Follow-Ups
• Connecting with Calendars

Part 4: Analytics and Improvement

Chapter 15: Measuring Business Performance with CRM

• Constructing Funnels
• Tracking sales progress with conversions
• Defining the stages of a conversion
• Measuring time and dropout rates for each stage
• Activating workflows for stages
• Analyzing Website Visitors
• Measuring unique visitors and page views
• Tracking referral sources
• Measuring bounce rate
• Keeping a tally on devices that visit your website
• Watching where your visitors come from
• Measuring time on site
• Analyzing individual pages
• Comparing your website properties
• Comparing and contrasting campaign performance
• A/B Webpage Testing
• Setting up split percentages
• Determining the best criteria for a split
• Adjusting split percentages automatically
• Managing Affiliates
• Connecting campaigns to affiliate codes
• Defining tiers for payment
• Measuring Email Marketing
• Watching read and click rates over time
• Comparing performance to benchmarks
• Measuring conversions from email campaigns
• Tracking Social Media
• Measuring impressions and actions
• Calculating influence and lead qualification
• Taking a Global View

Chapter 16: Gathering Feedback and Supporting Customers

• Sending Surveys
• Applying surveys to the right situations
• Developing the questions people answer
• Building logic into survey structure
• Scoring survey responses
• Triggering workflows from surveys
• Connecting survey responses to your CRM
• Supporting Clients with Ticketing Forms
• Posting forms on your website for customer service
• Automation with ticket forms
• Setting standards and goals for your support team
• Measuring important metrics
• Chatting with Leads and Clients

Chapter 17: Using Analytics the Right Way

• Defining Your Key Performance Indicators
• Knowing what to measure and why
• Setting reasonable standards
• Reporting your KPIs
• Developing policies for exceeding standards or failing to meet them
• Sharing performance with investors and employees
• Analyzing Your Website Traffic
• Assessing SEO and PPC performance
• Comparing campaigns and their impact
• Scoring Your Leads and Clients
• Predictive Analytics
• Building a data model from behavior
• Applying your predictive model to leads
• Applying your predictive model to your business model
• Sharpening your team’s skills

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

Appendix B: Self-Assessment

Index