4
Using Lead-GenerationTactics
THIS BOOK focuses on the seven most successful lead-generation tactics:
1. Search engine marketing
2. Social media advertising
3. Display advertising
4. E-mail marketing
5. Direct mail marketing
6. Cold calling
7. Trade shows
This chapter deals with tactical strategy—that is, how to use and test individual lead-generation tactics. Each of the seven most successful lead-generation tactics has its own characteristics, advantages, and disadvantages, but you can apply certain fundamental strategies and principles to all seven tactics. You should use these strategies and principles as a foundation for planning and executing each lead-generation campaign, no matter which tactic you use.
As I’ve said, your overall goal ...
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