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on-demand CRM and Your Marketing Plan: Integrating on-demand CRM to Business-to-Business Marketing Programs, Methods, and Media
Integrating Your Marketing Program and Aligning Its Objectives to on-demand CRM 2-1
Two Essential Elements of Business-to-Business Marketing Plans in The New Marketing Model 2-4
How Marketing Tools and Media Integrate With on-demand CRM 2-4
• Direct Mail 2-4
• Print Display Advertising 2-5
• Trade Shows 2-6
• Web Sites and Keyword Search Advertising 2-7
• E-Mail Message Programs 2-8
Field Marketing for Sales Support 2-8
Tracking and Measuring Response to Your Marketing Program Using on-demand CRM 2-10
Lead Tracking by Campaign in on-demand CRM 2-10
Overview of Key Marketing Measurements Used in on-demand CRM 2-12
• Response Rate 2-14
• Cost-per-Lead 2-14
• Return on Investment (ROI) 2-15
• Lifetime Value of a Customer 2-15
• Other Key Marketing Measurements 2-15
Marketing Professional’s Checklist for Creating a Campaign Using on-demand CRM 2-17
1.) Creating a New Campaign 2-17
2.) Importing Leads to a Campaign 2-19
3.) Set up Campaign Tracking Features 2-19
4.) Export Leads or Contacts to a Mailing List (for Direct Mail Projects) 2-22
5.) Execute Your Campaign, and Track, Measure, and Assess Campaign Response 2-23
Marketer’s Action Plan: Six Steps to Effective Marketing Execution Utilizing Campaigns in on-demand CRM 2-24
1.) Create Your Plan 2-25
2.) Plan for Measurement 2-26
3.) Execute 2-27
4.) Track, Measure, Monitor, and Assess 2-27
5.) Evaluate, Adapt, and Improve 2-28
6.) Follow Through 2-28
How this Workbook is Organized: Overview of Main Workbook Sections 2-29
Professional Development for Business-to-Business Marketing Professionals 2-30