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

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.

With lead-generation marketing evolving rapidly, chances are your company may still be using the same methods it always has . . . and not accomplishing the results you’d like. Examining the seven most successful lead-generation tactics — including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows—The New Rules of Lead Generation reveals when to use which avenues, how to use them cost-effectively and get the best results, and how each one has changed in recent years and will continue to develop in the future.

Packed with powerful tools for tracking costs and measuring results, this book shows you how to devise a powerful, integrated campaign to regularly bring in a higher number of valuable, actionable leads.

Advance Praise for The New Rules of Lead Generation

“The average tenure of the CMO is now under two years. Why? Because they can’t prove they’re driving revenue and profits to the bottom line. David T. Scott’s book teaches marketers how to survive and thrive by delivering real results. Well written and full of useful, practical advice. A must-read.”

— Clark Kokich, Chairman of Razorfish and author of Do or Die: Surviving in a World Where the Old Ways of Marketing Aren’t Getting It Done

“The New Rules of Lead Generation is a must-read for any CMO who needs to gen­er­­ate leads for his or her company. Its straightforward style and comprehensive approach clarify even the most complex aspects of lead generation.”

— Pete Krainik, Founder and CEO, The CMO Club

“This quick, comfortable read is a timeless compendium of lead-generation strategies. It will have a place on the CMO’s bookshelf for years.”

— Stephanie Fierman, Global Chief Marketing Officer, MediaCom

Introduction: who should read this book? What is lead-generation marketing? Defining your leads Developing your lead-generation strategy Using lead-generation tactics Calculating the costs Lead-generation marketing tactics Introduction to online lead-generation advertising Search engine marketing Social media advertising: Part I: Facebook and Linkedin Social media advertising: Part II: Twitter advertising Selecting and targeting a mailing or contact list E-mail marketing Direct mail marketing Trade shows Integrated lead-generation marketing Notes Index. Série de petites fictions inspirées d'une gamme de jouets commercialisée par Hasbro ainsi que de la série d'animation qui en est dérivée. On y suit les aventures de coquettes petites pouliches ayant chacune leur personnalité, cette dernière étant représentée par le symbole unique qu'elles arborent sur leur flanc. Les rivalités qui les opposent et petites épreuves qu'elles doivent surmonter sont chaque fois l'occasion de mettre de l'avant une leçon d'entraide et d'amitié élémentaire. [SDM] In the rapidly evolving field of lead-generation marketing, how can you ever get ahead of the crowd to produce maximum results? Learn the key tactics that should be at the top of any marketer’s rule book.