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