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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.
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.
I've read other marketing books that basically regurgitate the same information.
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.
It's also the first book I've read that's not out-dated before it even goes into print.
Everything you need to know to start an effective lead generation effort for your company. Useful tools for both small and large sized companies.Published 7 months ago by Brent
A very helpful resource for businesses looking to jump start, or expand, their lead generation activities. Read morePublished 15 months ago by Kate Gace
I've read other marketing books that basically regurgitate the same information. 'The New Rules of Lead Generation' takes a refreshing look at what's happening in today's market to... Read morePublished 15 months ago by Amelia Wallace
I attended a recent Leads Generation event in the US and saw Dave Scott present his experiences and views on how to pursue lead generation opportunities. Read morePublished 16 months ago by Nick Gonios
When I started reading the New Rules of Lead Generation, I was brand new to the digital space (prior to that, I had received a marketing degree from a top 10 undergraduate program... Read morePublished 16 months ago by ewallachreads