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The New Rules of Lead Generation

Book Description

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.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Trademarked Terms
  5. Contents
  6. Introduction: Who Should Read This Book?
    1. What’s in This Book?
    2. Who Are You?
    3. Who Am I?
    4. Changing with the Times
  7. Before We Begin: How to Read This Book
  8. Part One: The Basic Tools of Lead-Generation Marketing
    1. Chapter 1: What Is Lead-Generation Marketing?
      1. A Paradigm Shift
      2. Brand Awareness vs. Lead Generation
      3. Who Uses Lead-Generation Marketing?
      4. Analytical vs. Emotional
      5. Analytical vs. Creative Mindset
      6. Going into Battle
      7. Calculating the Cost
    2. Chapter 2: Defining Your Leads
      1. What Is a Lead?
      2. The AIDA Curve
      3. The AIDA Curve Table
      4. Tracking the AIDA Curve
      5. Marketing-Generated Leads vs. Sales-Generated Leads
    3. Chapter 3: Developing Your Lead-Generation Strategy
      1. The Importance of Lead-Generation Management Strategy
      2. Developing a Management Strategy and Setting Goals
      3. Adopting New Tactics
      4. The Power of Testing
      5. Testing One Tactic vs. Another
      6. Results vs. Mistakes
      7. Qualifying Your ROMI
    4. Chapter 4: Using Lead-Generation Tactics
      1. The Evolution of Lead-Generation Tactics
      2. The Other Tactics
      3. Five Steps of a Lead-Generation Campaign
      4. Step 1: Determine and Plan Your Approach
      5. Step 2: Research Your Target Customer
      6. Step 3: Build Your Assets
      7. Step 4: Execute Your Test Campaign
      8. Step 5: Measure, Measure, Measure!
    5. Chapter 5: Calculating the Costs
      1. Making an Impression
      2. Measuring Your Cost-Per-Action
      3. Questions You Should Ask
      4. Target CPA vs. Actual CPA
      5. Determining Your Target CPA
      6. The Big Picture: Qualifying Leads
      7. Determining Customer Value
      8. Return on Marketing Investment
      9. A Case Example: Display Ads vs. Trade Shows
  9. Part Two: Lead-Generation Marketing Tactics
    1. Chapter 6: Introduction to Online Lead-Generation Advertising
      1. Understanding the Online Bid Process
      2. Testing Your Online Lead-Generation Ad Campaign
      3. A Look at Landing Pages
      4. Landing Pages and Testing Your Campaign
    2. Chapter 7: Search Engine Marketing
      1. SEM vs. SEO
      2. Google vs. Bing: How It Works
      3. Getting Started
      4. Planning Your SEM Campaign
      5. SEM and Your Target Customer
      6. Choosing Your Keywords
      7. Designing Your Ad
      8. Setting Your Campaign Parameters
      9. Testing Your SEM Ad Campaign
      10. A Second-Place Winner
      11. About AdChoices and the Google Display Network
      12. A Final Word
    3. Chapter 8: Social Media Advertising—Part I: Facebook and LinkedIn
      1. Planning Your Social Advertising Approach
      2. Researching Your Target Audience on Social Media
      3. Advertising on Facebook and LinkedIn
      4. Three Essential Steps of Web-Based Social Advertising Campaigns
      5. Understanding the Ad Campaign Setup Tools
      6. Defining Your Target Audience
      7. Creating Your Ad
      8. Setting Up Your Campaign
      9. The Bid Process and Web-Based Social Media Ads
      10. Testing Your Social Advertising Campaign
      11. A Word About MySpace and Other Social Media Tools
    4. Chapter 9: Social Media Advertising—Part II: Twitter Advertising
      1. The Beginnings of Twitter Marketing
      2. Twitter for Business and Promoted Products
      3. Getting Started with Twitter for Business
      4. The Three Essential Steps and Twitter Marketing
      5. Testing Your Twitter Campaign
      6. A Final Word About Social Media Sites
    5. Chapter 10: Display Advertising
      1. Adding More to the Ads
      2. The Internet Advertising Bureau
      3. Five Steps of a Display Ad Campaign
      4. Step 1: Research Target Websites
      5. Step 2: Choose How to Approach Your Target Sites
      6. Working Directly with Websites and Content Networks
      7. Ad Networks and Ad-Serving Technologies
      8. Step 3: Create Your Ad
      9. Step 4: Deploy Your Campaign
      10. Step 5: Test Your Campaign
    6. Chapter 11: Selecting and Targeting a Mailing or Contact List
      1. Defining Your Target Audience
      2. Psychographic Targeting and Geo-Targeting
      3. Expanding Your Target Universe
      4. Buying vs. Renting a List
      5. Negotiating Prices for Lists
      6. Choosing a Reliable List Owner
      7. The Make-Good
    7. Chapter 12: E-Mail Marketing
      1. Spam vs. E-Mail Marketing
      2. The CAN-SPAM Act
      3. The Five Steps of E-Mail Marketing Campaigns
      4. Step 1: Define Your Target Audience
      5. Step 2: Select and Target Your List
      6. Step 3: Design Your Creatives
      7. Step 4: Test Your Campaign
      8. Step 5: Measure Your Results
    8. Chapter 13: Direct Mail Marketing
      1. When Should You Use Direct Mail?
      2. Calculating the Costs
      3. The Five Steps of Direct Mail Campaigns
      4. Step 1: Define Your Target Audience
      5. Step 2: Select and Target Your Mailing List
      6. Step 3: Design Your Creatives
      7. Step 4: Test Your Direct Mail Campaign
      8. Step 5: Measure Your Results
    9. Chapter 14: Cold Calling
      1. The Five Steps of Cold-Calling Campaigns
      2. Step 1: Define Your Target Audience
      3. Step 2: Select and Target Your Cold-Calling List
      4. Step 3: Create Your Cold-Calling Script
      5. Step 4: Test and Execute Your Campaign
      6. Turning Them into a Lead
      7. Step 5: Measure Your Results
    10. Chapter 15: Trade Shows
      1. To Show or Not to Show?
      2. Picking the Right Show
      3. Participating in Trade Shows
      4. The Trade Show Booth—from the Ground Up!
      5. Your Booth Space
      6. Creating Your Booth
      7. Your Displays, Tchotchkes, and Other Marketing Materials
      8. Capturing Leads
      9. Sponsorships
      10. Speaking Engagements
    11. Chapter 16: Integrated Lead-Generation Marketing
      1. The Benefits of Integration
      2. Synchronizing Your Goals
      3. A Case Example
      4. Integrating Lead-Generation Marketing with Brand Marketing
      5. The Halo Effect
      6. Testing an Integrated Marketing Campaign
      7. In Conclusion
  10. Notes
  11. Index