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The New Rules of Lead Generation by David T. Scott

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Step 1: Determine and Plan Your Approach

It’s essential that you think through your approach and develop a plan for how you will use a certain tactic. You should do this with each tactic you use, whether it is a direct mail campaign, attending a trade show, etc. Determining and planning your approach lays the foundation for a successful lead-generation campaign.

It’s amazing to me how many marketers jump into their lead-generation process without identifying their target audience or the objective for their campaign. This is one of the most common reasons why these campaigns fail. Without a strategic plan, marketers have no idea how to reach the people most likely to buy their products or services, and no way to measure their success or failure ...

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