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.
Содержание
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
Об авторе
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.
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