This book focuses on fixing marketers' highly inefficient processes and spotty results and describes how to be more "revenue predictable". The book explains the key principles of behavioral marketing, which include: customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization. It will include up to 10 case studies across multiple industries highlighting the revenue growth and process efficiencies resulting from great behavioral-driven marketing.
This book focuses on fixing marketers' highly inefficient processes and spotty results and describes how to be more "revenue predictable". The book explains the key principles of behavioral marketing, which include: customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization. It will include up to 10 case studies across multiple industries highlighting the revenue growth and process efficiencies resulting from great behavioral-driven marketing.
DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM-owned software company focused on helping marketers transform the customer experience. He is a 20-year digital marketing veteran with a career split almost equally among Fortune 50 corporations, Top 5 interactive agencies and, most recently, the technology start-up world. He most often works with cross-functional stakeholders to bridge the organizational gaps between marketing, IT, operations and executive management.
Inhaltsangabe
Foreword by Bill Nussey ix Acknowledgments xv The Behavioral Marketing Manifesto xvii Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING 1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3 2 Where Are You on the Behavioral Marketing Spectrum? 15 3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23 Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION 4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37 5 Bringing Behavioral Marketing to Life in the Real World 45 6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57 7 Customer Journey Mapping: Putting Yourself in the Customer's Shoes 69 8 Channel-Level Planning: Delivering Insane Relevance Every Time 83 9 Data Capture and Hygiene: You're Only as Good as Your Database 119 10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135 11 Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel 149 12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157 Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS 13 It's All About the Team: Staffing the Right Players to Succeed 177 14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183 15 Best Friend Brands: Becoming Indispensable to Your Customer 189 16 Riding the Wave: Career Success Powered by Behavioral Marketing 207 17 Closing Thoughts and the Power of Actions 213 Index 219
Foreword by Bill Nussey ix Acknowledgments xv The Behavioral Marketing Manifesto xvii Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING 1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3 2 Where Are You on the Behavioral Marketing Spectrum? 15 3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23 Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION 4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37 5 Bringing Behavioral Marketing to Life in the Real World 45 6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57 7 Customer Journey Mapping: Putting Yourself in the Customer's Shoes 69 8 Channel-Level Planning: Delivering Insane Relevance Every Time 83 9 Data Capture and Hygiene: You're Only as Good as Your Database 119 10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135 11 Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel 149 12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157 Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS 13 It's All About the Team: Staffing the Right Players to Succeed 177 14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183 15 Best Friend Brands: Becoming Indispensable to Your Customer 189 16 Riding the Wave: Career Success Powered by Behavioral Marketing 207 17 Closing Thoughts and the Power of Actions 213 Index 219
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