Learn how to get your message heard above the online noise The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn the basics of lead generation, inbound and outbound marketing, lead nurturing, ways to track ROI, and how to score leads to know when one is "hot". Follow the steps to create your own personalized lead generation plan and learn how to sidestep common pitfalls.
* Lead generation involves a strategy for generating consumer interest and inquiry into your product as well as a process for nurturing those leads until each is ready to buy * Techniques include content marketing through websites, blogs, social media, and SEO as well as outbound marketing strategies such as e-mail, PPC ads, content syndication, direct mail, and events * This book explores the basics of lead generation, inbound and outbound marketing, lead nurturing, tracking ROI on campaigns, lead scoring techniques, and ways to avoid many common pitfalls * Provides steps you can follow to create your own personalized lead generation plan Lead Generation For Dummies is the extra edge you need to compete in today's technologically enhanced marketplace.
Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.
Foreword xiii Introduction 1 About This Book 1 Conventions Used in This Book 2 Foolish Assumptions 2 Icons Used in This Book 2 How This Book Is Organized 3 Part I: Getting Started with Lead Generation 3 Part II: Connecting Inbound Marketing and Lead Generation 3 Part III: Linking Outbound Marketing with Lead Generation 4 Part IV: The Middle of the Funnel 4 Part V: Measuring Your Lead Generation Efforts 4 Part VI: The Part of Tens 5 Beyond the Book 5 Where to Go from Here 5 Part I: Getting Started with Lead Generation 7 Chapter 1: Beginning Your Lead Generation Journey 9 Chapter 2: Identifying Your Leads 19 Chapter 3: Setting Your Lead Generation Goals 27 Chapter 4: Choosing the Right Technology 45 Chapter 5: Building a Rock-Star Team 57 Part II: Connecting Inbound Marketing and Lead Generation 71 Chapter 6: Generating Leads with Content Marketing 73 Chapter 7: Putting Your Best Foot Forward with Your Website 99 Chapter 8: Humanizing Your Brand with a Blog 117 Chapter 9: Creating Lasting Relationships Through Social Media 141 Chapter 10: Getting Found Through Search Engine Optimization 183 Part III: Linking Outbound Marketing with Lead Generation 205 Chapter 11: Helping Buyers Find You with Pay-Per-Click Ads 207 Chapter 12: Casting a Wide Net with Content Syndication 223 Chapter 13: Targeting with a Personal Touch Through Direct Mail 235 Chapter 14: Seizing the Opportunity to Connect Through Events 245 Chapter 15: Creating the Final Touch with Inside Sales 275 Part IV: The Middle of the Funnel 289 Chapter 16: Communicating Through Email Marketing 291 Chapter 17: Learning the Basics of Lead Nurturing 307 Chapter 18: Perfecting Your Lead Generation Techniques with Lead Scoring 313 Part V: Measuring Your Lead Generation Efforts 319 Chapter 19: Testing and Optimizing Your Campaigns 321 Chapter 20: Developing Lead Generation Metrics 329 Part VI: The Part of Tens 339 Chapter 21: Ten Common Lead-Generation Pitfalls 341 Chapter 22: Ten Lead-Generation Influencers to Watch 345 Chapter 23: Ten Powerful Lead-Generation Tactics 349 Index 353