Before We Begin:How to ReadThis Book

BEFORE WE explore the complex subject of lead-generation marketing, let me suggest—no, let me urge you—to read this book from start to finish. If you’re a lead-generation marketer, you may be tempted to skip ahead to the later chapters that explore individual tactics (e.g., direct mail, e-mail marketing) that you are currently using. But you will get much, much more out of this book if you read it from Chapter 1 to the end—even the chapters about tactics you are not currently using.

This book is divided into two parts. In Part One: The Basic Tools of Lead-Generation Marketing, I’ll show you how to lay the foundation for successful lead-generation marketing campaigns.

Chapter 1: What Is Lead-Generation Marketing? ...

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