Book description
Lead-generation marketing is evolving rapidly, but many companies are still using the same methods they always have. How can a marketer know which lead generation tactics will provide them with the best, most actionable leads for their products or services? What’s been missing—until now—is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In The New Rules of Lead Generation, marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign. Featuring valuable tools for tracking costs and measuring results, this indispensable book shows marketers everywhere how to capture the leads they need to help their companies succeed.Table of contents
- Cover
- Title
- Copyright
- Trademarked Terms
- Contents
- Introduction: Who Should Read This Book?
- Before We Begin: How to Read This Book
- Part One: The Basic Tools of Lead-Generation Marketing
-
Part Two: Lead-Generation Marketing Tactics
- Chapter 6: Introduction to Online Lead-Generation Advertising
- Chapter 7: Search Engine Marketing
-
Chapter 8: Social Media Advertising—Part I: Facebook and LinkedIn
- Planning Your Social Advertising Approach
- Researching Your Target Audience on Social Media
- Advertising on Facebook and LinkedIn
- Three Essential Steps of Web-Based Social Advertising Campaigns
- Understanding the Ad Campaign Setup Tools
- Defining Your Target Audience
- Creating Your Ad
- Setting Up Your Campaign
- The Bid Process and Web-Based Social Media Ads
- Testing Your Social Advertising Campaign
- A Word About MySpace and Other Social Media Tools
- Chapter 9: Social Media Advertising—Part II: Twitter Advertising
-
Chapter 10: Display Advertising
- Adding More to the Ads
- The Internet Advertising Bureau
- Five Steps of a Display Ad Campaign
- Step 1: Research Target Websites
- Step 2: Choose How to Approach Your Target Sites
- Working Directly with Websites and Content Networks
- Ad Networks and Ad-Serving Technologies
- Step 3: Create Your Ad
- Step 4: Deploy Your Campaign
- Step 5: Test Your Campaign
- Chapter 11: Selecting and Targeting a Mailing or Contact List
- Chapter 12: E-Mail Marketing
- Chapter 13: Direct Mail Marketing
- Chapter 14: Cold Calling
- Chapter 15: Trade Shows
- Chapter 16: Integrated Lead-Generation Marketing
- Notes
- Index
Product information
- Title: The New Rules of Lead Generation
- Author(s):
- Release date: March 2013
- Publisher(s): AMACOM
- ISBN: 9780814432624
You might also like
book
Lead Generation For Dummies
Learn how to get your message heard above the online noise The buying process is greatly …
book
Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI
Lead Generation for the Complex Sale arms you with a sophisticated multimodal approach to generating highly …
book
ROI of Social Media: How to Improve the Return on Your Social Marketing Investment
How to Improve the Return on Your Social Marketing Investment This book more than adequately covers …
book
Big Data Marketing: Engage Your Customers More Effectively and Drive Value
Leverage big data insights to improve customer experiences and insure business success Many of today's businesses …