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Home > Business and Economics > Business and Management > Management and management techniques > Management of specific areas > Sales and marketing management > The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI: Proven Strategies to Maximize Marketing ROI(English)
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The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI: Proven Strategies to Maximize Marketing ROI(English)

The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI: Proven Strategies to Maximize Marketing ROI(English)

          
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About the Book

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:

CONTENTS

IntroductIon: Who Should Read This Book?

Before We BegIn: How to Read This Book

PART ONE: THE BASIC TOOLS OF LEAD-GENERATION MARKETING

Chapter 1: What Is Lead-Generation Marketing?

Chapter 2: Defining Your Leads

Chapter 3: Developing Your Lead-Generation Strategy

Chapter 4: Using Lead-Generation Tactics

Chapter 5: Calculating the Costs

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

Chapter 9: Social Media Advertising—Part II: Twitter Advertising

Chapter 10: Display Advertising

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

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Product Details
  • ISBN-13: 9780814432617
  • Publisher: HarperCollins Focus
  • Publisher Imprint: Amacom
  • Depth: 32
  • Language: English
  • Returnable: N
  • Spine Width: 11 mm
  • Weight: 1 gr
  • ISBN-10: 0814432611
  • Publisher Date: 16 Apr 2013
  • Binding: Hardback
  • Height: 94 mm
  • No of Pages: 288
  • Series Title: English
  • Sub Title: Proven Strategies to Maximize Marketing ROI
  • Width: 63 mm

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