Book description
Maximizing Lead Generation brings together everything B2B marketers need to know to plan and execute winning lead generation programs, hands-on. Short, snappy, and easy to use, it reflects the latest trends in lead generation, including social media, content marketing and lead nurturing. World-renowned lead generation expert Ruth Stevens covers all this, and more:
Linking lead generation and management to salesforce productivity
Building a marketing database that offers real competitive advantage
Identifying the media that work today - and avoiding the ones that don't
Developing and executing highly-effective campaigns, step-by-step
Achieving excellence in response planning and management
Qualifying leads: Separating wheat from chaff
Using new Lead Nurturing techniques to convert "duds" into "diamonds"
Tracking campaign results and demonstrating value
Anticipating the fast-evolving future of lead generation
Table of contents
- Title Page
- Copyright Page
- Contents at a Glance
- Table of Contents
- About the Author
- Acknowledgments
- We Want to Hear from You!
- 1. The Case for Lead Generation
- 2. Campaign Planning: You Can’t Leave It to Luck
- 3. The Marketing Database: Not Sexy, But Essential to Success
- 4. Campaign Development Best Practices
- 5. Campaign Media Selection
- 6. Campaign Execution
- 7. Response Planning and Management
- 8. Lead Qualification
- 9. Lead Nurturing
- 10. Metrics and Tracking
- 11. The Fast-Evolving Future of Lead Generation
- Index
Product information
- Title: Maximizing Lead Generation
- Author(s):
- Release date: July 2011
- Publisher(s): Que
- ISBN: 9780132748650
You might also like
book
Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline
The proven system for rapid B2B sales growth from the coauthor of Predictable Revenue, the breakout …
book
You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing
Learn how to convert website visitors into customers Part science and part art, conversion optimization is …
book
Lead Generation For Dummies
Learn how to get your message heard above the online noise The buying process is greatly …
book
The Business Model Book
Business models are the beating heart of your firm's value proposition. Great business models drive rapid …
