What is included with this book?
About the Author | p. vii |
Acknowledgments | p. vii |
We Want to Hear from You | p. viii |
The Case for Lead Generation | p. 1 |
Defining Terms: What a Lead Is and What It Is Not | p. 2 |
How Lead-Generation Campaigns Differ from Other Type of Marketing Communications | p. 4 |
The Lead-Generation Process | p. 6 |
Market Research for Lead Generation | p. 10 |
Organizational Roles and Responsibilities for Lead Generation | p. 12 |
Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign | p. 13 |
Campaign Planning: You Can't Leave It to Luck | p. 19 |
Who? What? When? Where? Breaking Down the Buying Process | p. 20 |
May I Have This Dance? | p. 23 |
How Will You Know When You're There? | p. 24 |
The Goldilocks School of Lead Flow Planning | p. 25 |
Planning for Your Campaign Budget | p. 28 |
The Marketing Database: Not Sexy, But Essential to Success | p. 33 |
Data Sources and Types | p. 34 |
Data Fields You Need for Lead Generation | p. 46 |
Data Hygiene Best Practices | p. 50 |
Database Analysis, Segmentation, and Modelin | p. 54 |
Campaign Development Best Practices | p. 59 |
Best Practice I: Research and Testing | p. 60 |
Best Practice II: The New Importance of Content Marketing | p. 66 |
Best Practice III: Marketing Automation | p. 71 |
Case Study: When the Chips Were Down, Marketing Got Automated | p. 73 |
Campaign Media Selection | p. 75 |
B-to-B Lead Generation Media: The Top Five | p. 77 |
Set the Stage for Lead Generation with PR | p. 84 |
B-to-B Lead Generation Media: Three to Avoid | p. 86 |
Using Web 2.0 for Lead Generation | p. 88 |
How to Select the Right Media Mix | p. 92 |
Mixing It Up: Multiple Media | p. 93 |
Campaign Execution | p. 101 |
Campaign Target Selection: Finding the Winning Combination | p. 102 |
Seven Steps to Successful Lead-Generation Creative | p. 106 |
How to Develop Offers They Can't Refuse | p. 110 |
Getting the Best Work from an Agency or Creative Freelancers | p. 118 |
Response Planning and Management | p. 123 |
Response Management Step-by-Step | p. 124 |
Six Strategies to Capture the Response Data You Need | p. 124 |
The All-Important Landing Page | p. 126 |
Why Responses Are Often Mishandled | p. 131 |
Inquiry Fulfillment: The Beginning of a Beautiful Relationship | p. 132 |
Six Rules of Fullfillment | p. 134 |
Lead Qualification | p. 139 |
Setting Qualification Criteria: Can't Beat BANT | p. 140 |
What to Ask and When to Ask It | p. 141 |
Need for Speed: Moving Qualified Leads into the Pipeline | p. 142 |
Lead-Ranking Strategies | p. 145 |
Qualifying Leads at a Trade Show or Event | p. 150 |
Marketing Checkup for Telephone-Based Lead Generation and Qualification | p. 151 |
The Whos and Hows of the Handoff | p. 153 |
Lead Nurturing | p. 157 |
A Marketing Function with a Big Sales Benefit | p. 158 |
The Lead-Nurturing Process, Step by Step | p. 159 |
Nurturing Best Practices | p. 161 |
Case Study: How a Comprehensive Rethinking of Lead Generation and Management Strategy Improved Lead-Nurturing Response Rates and Lowered Costs | p. 167 |
Metrics and Tracking | p. 175 |
Response Rate | p. 176 |
Cost Per Lead | p. 179 |
Inquiry-to-Lead Conversion Rate | p. 181 |
Lead-to-Sales Conversion Rates | p. 182 |
Expense-to-Revenue Ratio (E:R) | p. 183 |
Seven Techniques for Tracking Leads to Closure | p. 185 |
When a Lead Doesn't Close | p. 190 |
The Fast-Evolving Future of Lead Generation | p. 191 |
More and Better Marketing Automation | p. 192 |
Sales and Marketing Will Finally Get on the Same Page | p. 192 |
New Data Sources for Prospecting | p. 193 |
Social Media Will Get Real for Lead Generation | p. 193 |
Affinity Marketing Will Come to B-to-B | p. 194 |
Face-to-Face Events Will Resume Their Importance | p. 194 |
New Ways to Nurture | p. 195 |
Ever-Evolving Customer Behavior | p. 196 |
More and Better Video | p. 196 |
Mobile Will Happen | p. 197 |
Index | p. 199 |
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