The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI - Hardcover

Scott, David

Hardcover

ISBN 10: 0814432611 ISBN 13: 9780814432617

Publisher: AMACOM, 2013

Synopsis

From amidst the clutter of lead generation tactics--both old and new--this strategic guide teaches marketers how to make the many available lead generation tactics work together to produce the maximum number of quality leads. Marketing expert David T. Scott identifies the seven most successful tactics--including email, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows--and reveals when to use which tactics, how to use them cost-effectively, how each tactic has changed in recent years, and how lead generation tactics will continue to evolve in the future. Most importantly, he shares how marketers can achieve the best results--actionable leads for their products and services--and help their companies succeed.This book is not only for experienced marketers with large budgets. Featuring valuable tools for tracking costs and measuring results and indispensable advice that’s been thus-far absent from this emerging and in-demand field, The New Rules of Lead Generation takes a critical look at the most popular lead-generation strategies and shows marketers everywhere how to test new approaches on a limited budget, how to combine multiple tactics for a more powerful, integrated campaign, and how to capture the leads they need.

About this title

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.

From the Inside Flap:

Lead generation is the backbone of your company’s marketing efforts—the unseen force enabling you to bring in prospective customers and convert them into actual sales. Yet lead generation is one of the least understood aspects of marketing, with most marketing pros forced to learn it on the job as they go.

Is your company using just one lead-generation tactic at a time? Is your program adapting sufficiently to keep up with the latest methods? Are you sure that the techniques that have served your organization well in the past are the most effective actions for your present needs?

Lead-generation marketing is constantly chang­ing, and many of the old rules no longer apply. The New Rules of Lead Generation takes an in-depth, strategic look at the seven most successful lead-generation approaches that companies are using today—including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold call­ing; and trade shows—and reveals how to synchronize the different lead-generation methods into a co­he­sive program designed to efficiently, cost-effectively maximize results for your organization. This essential handbook shows you how to:

· Define the types of leads your company is seeking, and what kind of action you want potential customers to take

· Set specific goals for your lead-generation campaign

· Apply a key five-step process to each of the seven most successful lead-generation tactics

· Understand and measure the overall costs of your lead-generation efforts

· Try out new approaches on a limited budget

· Test your lead-generation results to determine the success of your efforts

Packed with indispensable tools for analyzing your efforts, The New Rules of Lead Generation examines both tried-and-true and emerging digital lead-generation channels. And while the book considers the rapid evolution of lead-generation marketing, it also provides you with the ideas and strategies that will always work, regardless of the latest gambits and shifting circumstances.

If you’re like many marketing managers, your knowledge of lead-generation marketing may be limited to the techniques you regularly use. But whether your company is in the initial stages of developing a new lead-generation strategy or your present line of attack is falling short, this essential, “big picture” book will give you solid, state-of-the-art guidance for obtaining a higher, more consistent level of quality leads . . . and contributing to your company’s continued growth.

DAVID T. SCOTT received his MBA in marketing from the Wharton School and has served as a top-tier marketing executive for Fortune 500 companies and billion-dollar enterprises. He is currently the CEO and Founder of Marketfish, a lead-generation marketing company with offices in Seattle and New York. He lives in New York City. You can learn more about this book at www.the-new-rules.com.

About this edition

• Publisher: AMACOM
• Publication date: 2013
• ISBN 10: 0814432611
• ISBN 13: 9780814432617
• Binding: Hardcover
• Number of pages: 288