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The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI Hardcover – March 20, 2013


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The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI + Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Biz-Tech) + Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI
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Product Details

  • Hardcover: 288 pages
  • Publisher: AMACOM (March 20, 2013)
  • Language: English
  • ISBN-10: 0814432611
  • ISBN-13: 978-0814432617
  • Product Dimensions: 9.5 x 6.1 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #670,079 in Books (See Top 100 in Books)

Editorial Reviews

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.


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Customer Reviews

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I've read other marketing books that basically regurgitate the same information.
Amelia Wallace
Following Mr. Scott's step by step process for each of the seven most successful lead-gen tactics will lead to a measurable, sustainable lead generation process.
Reuben Katz
It's also the first book I've read that's not out-dated before it even goes into print.
Rachel Phillips

Most Helpful Customer Reviews

6 of 7 people found the following review helpful By John Chancellor TOP 500 REVIEWERVINE VOICE on April 2, 2013
Format: Hardcover
If you do a simple search on Amazon.com you will find a little over 16,000 books under the category of lead generation. If you do the same search for books about selling, you will find over 2 million titles. That is about 125 books on sales to each book about lead generation. But before you can generate a sale, you need to have a lead. The quality and the quantity of the leads that marketing turns over to sales has a direct bearing on the sales success of any company. Unfortunately there is not enough attention paid to lead generation.

Davis Scott, the author, has written a very clear and easy to follow book on lead generation. In the introduction Mr. Scott points out that this book is intended for marketing professionals who work for companies that have the staff and budget to implement the information he teaches. Even though the book is not written for the small business, there is a lot marketing information that would be helpful to any size company.

Mr. Scott has identified seven methods of lead generation. They are: Search engine marketing, Social media advertising, Display advertising, E-mail marketing, Direct mail marketing, Cold calling and Trade shows.

He devotes a separate chapter (two chapters for Social Media) to each type of lead generation. He goes into detail about identifying your target prospect, developing your marketing campaign, crafting your message and executing.

Mr. Scott does a very good job of covering all the material in developing a lead generation campaign for each method. Some seasoned marketers may find some of the material a little too basic. But to be totally fair, it is important that concepts like cost per lead be fully explained for the benefit of those who might not fully understand them.
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1 of 1 people found the following review helpful By Reg Nordman on April 22, 2014
Format: Kindle Edition
Tigre Market 2

The New Rules of Lead Generation. Proven strategies to maximize marketing roi. David T. Scott. 2013. ISBN 9780814432617. The author is certainly very experienced in this role and topic. His point of view is measurement and so he gives a great baseline education for applying measurement to the suite of marketing tools available. He says this book is for companies that have whole teams to execute on sales and marketing and I tend to agree. Most small companies are really resource constrained. That said, his first five chapters are some of the best setup for any marketing team I have found so far. He brings a refreshing and pragmatic view to how sales and marketing should work together. He has a little something for everyone on these chapters and the ideas work. In his ending chapters he talks about some good tools, however this is the only flaw in the book as time is not kind to this type of example as some of the tools discussed are no longer available. I enjoyed how he differentiates between the high value marketing generated leads and lesser value sales generated leads. Good cross country air flight read - Easy to read style as well.
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Format: Hardcover Verified Purchase
No book like it on the market. If you want specific, actionable steps and metrics to use, this is the book. Not for beginners, but for experienced marketers looking for the job security that comes from being able to prove your efforts have an effect on the bottom line. Dave Scott roles up his sleeves in The New Rules of Lead Generation and walks us step-by-step through the top techniques, specifying which metrics to measure, and even provides formulas to calculate the costs of your efforts (and the return) - chapter 5.

The executive summaries at the end of each chapter are great, I'm very busy and have to scan books before I read them. But, I couldn't put this book down, I ended up reading it straight through. One thing I will say is that we don't feel the same way about organic search because in chapter 7 he compares SEO with SEM. I feel content marketing and optimized content IS a top lead generation technique and that it CAN be measured. But, he's still got great information and I learned a lot reading this book. It's also the first book I've read that's not out-dated before it even goes into print. This could be the textbook on lead generation marketing!
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1 of 2 people found the following review helpful By Amazon Customer on May 27, 2013
Format: Hardcover
I am a business person, not a marketing or internet guru. So I was finding it very difficult to navigate the world of lead generation (particularly the online components,) but I was reluctant to spend a fortune on someone to do it for me, when I knew I could do it myself if someone would just explain it to me! This book explains all the aspects of lead generation with many different opportunities offered in a way that anyone could understand. I am excited to start implementing these strategies, and I will keep this book close by as I do. HUGE thank you to the author for finally teaching me how to market my business (especially online) so I can have the success I have been working so hard for!
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1 of 2 people found the following review helpful By Reuben Katz on April 14, 2013
Format: Kindle Edition Verified Purchase
Lead generation for today's businesses is part art, part science. Mr. Scott's book takes all the mystery out of the science so that your organization can focus its efforts on the content, offers, and calls to action that will enable prospects to raise their hands and turn into actionable leads. Following Mr. Scott's step by step process for each of the seven most successful lead-gen tactics will lead to a measurable, sustainable lead generation process. This will enable folks to measure results based on strategy instead of tactics.

As well as identifying these seven successful lead-gen tactics, Mr. Scott clearly lays out how to determine when to use each type based on budget and results. Introducing CPA (cost per action), Scott helps filter out the noise of older lead-gen metrics to focus on the measures that are meaningful to today's businesses.

I highly recommend this book to any organization looking to either initiate or refine their lead-generation program.
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