Title Page -- Copyright Page -- Contents at a Glance -- Table of Contents -- Introduction -- About This Book -- Foolish Assumptions -- Icons Used in This Book -- Beyond the Book -- Where to Go from Here -- Part I: Getting Started with Marketing Automation -- Chapter 1: Introducing the Concepts of Marketing Automation -- Defining Marketing Automation -- Recognizing the Relationship Between Marketing Automation and Online Marketing -- Marketing to the Modern Buyer -- Chapter 2: Creating a Business Case for Marketing Automation -- Writing a Business Case Document -- Knowing Why Companies Implement Marketing Automation -- Starting the Conversation about Marketing Automation -- Driving More Revenue from Your Investment in Online Marketing -- Chapter 3: Choosing a Marketing Automation Solution -- Aligning a Solution with Core Marketing Goals -- Estimating Your Total Investment in Marketing Automation -- Chapter 4: Setting Up a New Marketing Automation Tool -- Listing Resources Needed for Initial Setup -- Targeting Efficiency in Your Implementation -- First Steps to Activating Your Solution -- Removing IT from Your Marketing Work Flow -- Part II: Working with Data and Leads -- Chapter 5: CRM Integration -- Clearly Defining Your Wants and Needs for Marketing Automation and CRM -- Cleaning Up Your Database -- Connecting CRM Data Fields to Your Marketing Automation Tool -- Testing and Troubleshooting Common CRM Issues -- Chapter 6: Creating Segmented Lists -- Understanding the Types of Segmentations -- Generating Your First List -- Exploring the Many Uses of Segmentation -- Creating Personas for Personalization -- Creating Advanced Segmentations -- Chapter 7: Sending Leads to Sales -- Aligning Sales and Marketing Teams -- Turning on Sales Enablement Functionality -- Supporting Campaigns for Your Sales Team -- Part III: Running Automation Campaigns.

Chapter 8: Content Marketing and Its Place in Marketing Automation -- New Content for a New Tool -- Managing Your Content -- Tying Webinars and Video to Your Automation -- Chapter 9: Creating Forms and Landing Pages -- Publishing Forms -- Publishing Your First Landing Page -- Building a Best-of-Breed Landing Page -- Adding Advanced Forms to Your Campaigns -- Creating Better Conversion Goals -- Chapter 10: Sending Emails and Nurture Campaigns -- Getting Up to Speed on Nurturing -- Getting Started with Nurturing -- Building Your First Nurturing Programs -- Setting Up Nurturing Email Templates -- Copy Writing for Email Nurturing -- Effective Calls to Action for Lead Nurturing -- Improving Email Deliverability with Email Authentication -- Determining the Pace of Nurturing Emails -- Ending Nurturing Programs -- Part IV: Mixing, Scoring, and Reporting -- Chapter 11: Combining Automation with Other Marketing Programs -- Placing Marketing Automation at the Center of Your Marketing -- Leveraging Social Media with Marketing Automation -- Integrating Video into Social Media -- Driving Leads to an Event with Automation -- Chapter 12: Scoring Leads -- Recognizing Basic Scoring Concepts -- Knowing When to Score Prospect Actions -- Building Your First Scoring Models -- Scoring Prospect Actions and Behaviors -- Advanced Scoring Models -- Monitoring Your Scoring Model -- Chapter 13: Generating Reports -- Understanding Appropriate Reporting Methods -- Implementing Marketing Qualified Lead Reports -- Implementing Sales Qualified Lead Reports -- Looking at the Influence of a Campaign on a Lead -- Gauging Future Lead Flow by Tracking Lead Stage -- Proving Value with ROI Reporting -- Keeping up with Marketing-Sourced Opportunities -- Looking at Smaller Metrics for Better Campaigns -- Tracking Twitter Engagements -- Part V: Putting It All Together.

Chapter 14: Mastering Your First Campaigns -- Mining Your Existing Database for Hot Leads -- Crafting a White Paper Campaign -- Upselling Campaigns -- Sales Support Campaigns -- Chapter 15: Implementing Advanced Marketing Automation Techniques -- Auditing Your Performance for Improved Results -- Benefitting from Split Testing -- Agile Marketing for the Modern Marketer -- Integrating Marketing Automation with Offline Efforts -- Part VI: The Part of Tens -- Chapter 16: The Top Ten Marketing Automation Mistakes -- Biting Off Too Much -- Skimping on Content Creation -- Having Only One Nurturing Campaign -- Underestimating the Impact of Social Media -- Looking at the Wrong Numbers -- Involving Sales Too Late -- Overbuying -- Forgetting to Audit -- Underestimating the Power of a Website -- Undertraining Sales Teams -- Chapter 17: The Top Ten Marketing Automation Blogs You Need to Read -- Jay Baer -- Content Marketing Institute -- Clickz.com -- Brainrider -- Joe Chernov: Helicopter to Work Blog -- SiriusDecisions -- Velocity Partners Ltd -- eConsultancy -- MarketingProfs -- Mitch Joel -- Index -- About the Author.