The New Rules of Lead Generation

The Evolution of Lead-Generation Tactics

Of the seven most successful tactics, direct mail, trade shows, and cold calling have proven themselves to be enduring, tried-and-true tactics. Some may argue that these traditional tactics are out of fashion, because they require more effort and are more expensive than the new, digital tactics. But smart marketers keep using them, because traditional tactics continue to produce large numbers of actionable leads for many companies. These tactics can be just as successful and cost-effective as online tactics, provided you know when and how to use them effectively.

The other four tactics—e-mail marketing, search engine marketing, display advertising, and social media advertising—are digital tactics that ...