Maximizing Lead Generation The Complete Guide for B2B Marketers
by Stevens, Ruth P.Edition: 1st
Format: Paperback
Pub. Date: 2011-07-05
Publisher(s): Que Pub
Other versions by this Author
List Price: $24.99
Rent Book
Select for Price
New Book
We're Sorry
Sold Out
Used Book
We're Sorry
Sold Out
eBook
We're Sorry
Not Available
How Marketplace Works:
- This item is offered by an independent seller and not shipped from our warehouse
- Item details like edition and cover design may differ from our description; see seller's comments before ordering.
- Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
- Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
- Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.
Summary
Maximizing Lead Generationbrings together everything B2B marketers need to know to plan and execute winning lead generation programs, hands-on. Short, snappy, and easy to use, it reflects the latest trends in lead generation, including social media, content marketing and lead nurturing. World-renowned lead generation expert Ruth Stevens covers all this, and more: Linking lead generation and management to salesforce productivity Building a marketing database that offers real competitive advantage Identifying the media that work today - and avoiding the ones that don't Developing and executing highly-effective campaigns, step-by-step Achieving excellence in response planning and management Qualifying leads: Separating wheat from chaff Using new Lead Nurturing techniques to convert "duds" into "diamonds" Tracking campaign results and demonstrating value Anticipating the fast-evolving future of lead generation
Author Biography
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at Columbia Business School. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Crain's BtoB magazine named her one of the 100 Most Influential People in Business Marketing, and the Sales Lead Management Association listed her as one of 20 Women to Watch in lead management. She is the author of Trade Show and Event Marketing and has been a columnist and feature writer for DMNews, DIRECT, and EXPO magazines. Currently a director of Edmund Optics, Inc., she has held senior marketing positions at Time Warner, Ziff-Davis, and IBM. She holds an MBA from Columbia University.
Table of Contents
| About the Author | p. vii |
| Acknowledgments | p. vii |
| We Want to Hear from You | p. viii |
| The Case for Lead Generation | p. 1 |
| Defining Terms: What a Lead Is and What It Is Not | p. 2 |
| How Lead-Generation Campaigns Differ from Other Type of Marketing Communications | p. 4 |
| The Lead-Generation Process | p. 6 |
| Market Research for Lead Generation | p. 10 |
| Organizational Roles and Responsibilities for Lead Generation | p. 12 |
| Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign | p. 13 |
| Campaign Planning: You Can't Leave It to Luck | p. 19 |
| Who? What? When? Where? Breaking Down the Buying Process | p. 20 |
| May I Have This Dance? | p. 23 |
| How Will You Know When You're There? | p. 24 |
| The Goldilocks School of Lead Flow Planning | p. 25 |
| Planning for Your Campaign Budget | p. 28 |
| The Marketing Database: Not Sexy, But Essential to Success | p. 33 |
| Data Sources and Types | p. 34 |
| Data Fields You Need for Lead Generation | p. 46 |
| Data Hygiene Best Practices | p. 50 |
| Database Analysis, Segmentation, and Modelin | p. 54 |
| Campaign Development Best Practices | p. 59 |
| Best Practice I: Research and Testing | p. 60 |
| Best Practice II: The New Importance of Content Marketing | p. 66 |
| Best Practice III: Marketing Automation | p. 71 |
| Case Study: When the Chips Were Down, Marketing Got Automated | p. 73 |
| Campaign Media Selection | p. 75 |
| B-to-B Lead Generation Media: The Top Five | p. 77 |
| Set the Stage for Lead Generation with PR | p. 84 |
| B-to-B Lead Generation Media: Three to Avoid | p. 86 |
| Using Web 2.0 for Lead Generation | p. 88 |
| How to Select the Right Media Mix | p. 92 |
| Mixing It Up: Multiple Media | p. 93 |
| Campaign Execution | p. 101 |
| Campaign Target Selection: Finding the Winning Combination | p. 102 |
| Seven Steps to Successful Lead-Generation Creative | p. 106 |
| How to Develop Offers They Can't Refuse | p. 110 |
| Getting the Best Work from an Agency or Creative Freelancers | p. 118 |
| Response Planning and Management | p. 123 |
| Response Management Step-by-Step | p. 124 |
| Six Strategies to Capture the Response Data You Need | p. 124 |
| The All-Important Landing Page | p. 126 |
| Why Responses Are Often Mishandled | p. 131 |
| Inquiry Fulfillment: The Beginning of a Beautiful Relationship | p. 132 |
| Six Rules of Fullfillment | p. 134 |
| Lead Qualification | p. 139 |
| Setting Qualification Criteria: Can't Beat BANT | p. 140 |
| What to Ask and When to Ask It | p. 141 |
| Need for Speed: Moving Qualified Leads into the Pipeline | p. 142 |
| Lead-Ranking Strategies | p. 145 |
| Qualifying Leads at a Trade Show or Event | p. 150 |
| Marketing Checkup for Telephone-Based Lead Generation and Qualification | p. 151 |
| The Whos and Hows of the Handoff | p. 153 |
| Lead Nurturing | p. 157 |
| A Marketing Function with a Big Sales Benefit | p. 158 |
| The Lead-Nurturing Process, Step by Step | p. 159 |
| Nurturing Best Practices | p. 161 |
| Case Study: How a Comprehensive Rethinking of Lead Generation and Management Strategy Improved Lead-Nurturing Response Rates and Lowered Costs | p. 167 |
| Metrics and Tracking | p. 175 |
| Response Rate | p. 176 |
| Cost Per Lead | p. 179 |
| Inquiry-to-Lead Conversion Rate | p. 181 |
| Lead-to-Sales Conversion Rates | p. 182 |
| Expense-to-Revenue Ratio (E:R) | p. 183 |
| Seven Techniques for Tracking Leads to Closure | p. 185 |
| When a Lead Doesn't Close | p. 190 |
| The Fast-Evolving Future of Lead Generation | p. 191 |
| More and Better Marketing Automation | p. 192 |
| Sales and Marketing Will Finally Get on the Same Page | p. 192 |
| New Data Sources for Prospecting | p. 193 |
| Social Media Will Get Real for Lead Generation | p. 193 |
| Affinity Marketing Will Come to B-to-B | p. 194 |
| Face-to-Face Events Will Resume Their Importance | p. 194 |
| New Ways to Nurture | p. 195 |
| Ever-Evolving Customer Behavior | p. 196 |
| More and Better Video | p. 196 |
| Mobile Will Happen | p. 197 |
| Index | p. 199 |
| Table of Contents provided by Ingram. All Rights Reserved. |
An electronic version of this book is available through VitalSource.
This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.
By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.
Digital License
You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.
More details can be found here.
A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.
Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.
Please view the compatibility matrix prior to purchase.