Table of Contents
1. The Case for Lead Generation
Defining Terms: What a Lead Is and What It Is Not
How Lead-Generation Campaigns Differ from Other Types of Marketing Communications
Market Research for Lead Generation
Organizational Roles and Responsibilities for Lead Generation
2. Campaign Planning: You Can’t Leave It to Luck
Who? What? When? Where? Breaking Down the Buying Process
How Will You Know When You’re There?
The Goldilocks School of Lead Flow Planning
Get Maximizing Lead Generation now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.