July 2008
Beginner
224 pages
4h 13m
English
Generating quality leads is at the top of the list for most marketers, particularly with business-to-business (B2B) companies where one conversion of a lead into a client can pay for an entire marketing program's annual budget. If you fall into this category, you are likely evaluated on the ability to generate a certain number of qualified leads on a budget. Sound familiar? You are probably also expected to groom current email efforts into a well-rounded, award-winning program. So, why not kill two birds with one stone?
Typical online lead-generation campaigns collect email addresses from prospects that companies know are interested because they acted on an ad, downloaded a white paper, ...