Lead Generation For Dummies

Dayna Rothman

Learn how to get your message heard above the online noise The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn the basics of lead generation, inbound and outbound marketing, lead nurturing, ways to track ROI, and how to score leads to know when one is "hot". Follow the steps to create your own personalized lead generation plan and learn how to sidestep common pitfalls. Lead generation involves a strategy for generating consumer interest and inquiry into your product as well as a process for nurturing those leads until each is ready to buy Techniques include content marketing through websites, blogs, social media, and SEO as well as outbound marketing strategies such as e-mail, PPC ads, content syndication, direct mail, and events This book explores the basics of lead generation, inbound and outbound marketing, lead nurturing, tracking ROI on campaigns, lead scoring techniques, and ways to avoid many common pitfalls Provides steps you can follow to create your own personalized lead generation plan Lead Generation For Dummies is the extra edge you need to compete in today's technologically enhanced marketplace.

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Year of publication:	2014
Authors:	Rothman, Dayna
Publisher:	s.l. : For Dummies

Extent:	Online-Ressource
Series:	For Dummies
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record Title Page; Table of Contents; Introduction; Part I: Getting Started with Lead Generation; Chapter 1: Beginning Your Lead Generation Journey; Chapter 2: Identifying Your Leads; Chapter 3: Setting Your Lead Generation Goals; Chapter 4: Choosing the Right Technology; Chapter 5: Building a Rock-Star Team; Part II: Connecting Inbound Marketing and Lead Generation; Chapter 6: Generating Leads with Content Marketing; Chapter 7: Putting Your Best Foot Forward with Your Website; Chapter 8: Humanizing Your Brand with a Blog; Chapter 9: Creating Lasting Relationships Through Social Media Chapter 10: Getting Found Through Search Engine OptimizationPart III: Linking Outbound Marketing with Lead Generation; Chapter 11: Helping Buyers Find You with Pay-Per-Click Ads; Chapter 12: Casting a Wide Net with Content Syndication; Chapter 13: Targeting with a Personal Touch Through Direct Mail; Chapter 14: Seizing the Opportunity to Connect Through Events; Chapter 15: Creating the Final Touch with Inside Sales; Part IV: The Middle of the Funnel; Chapter 16: Communicating Through Email Marketing; Chapter 17: Learning the Basics of Lead Nurturing Chapter 18: Perfecting Your Lead-Generation Techniques with Lead ScoringPart V: Measuring Your Lead Generation Efforts; Chapter 19: Testing and Optimizing Your Campaigns; Chapter 20: Developing Lead-Generation Metrics; Part VI: The Part of Tens; Chapter 21: Ten Common Lead-Generation Pitfalls; Chapter 22: Ten Lead-Generation Influencers to Watch; Chapter 23: Ten Powerful Lead-Generation Tactics; About the Author; Cheat Sheet; More Dummies Products Table of Contents; Foreword; Introduction; About This Book; Conventions Used in This Book; Foolish Assumptions; Icons Used in This Book; How This Book Is Organized; Beyond the Book; Where to Go from Here; Part I: Getting Started with Lead Generation; Chapter 1: Beginning Your Lead Generation Journey; Growing Your Business; Tying It All Together; Chapter 2: Identifying Your Leads; Defining Your Leads; Defining Your Sales Funnel; Chapter 3: Setting Your Lead Generation Goals; Defining Your Key Metrics; Crafting Your Road Map; Building a Business Case; Aligning Your Sales and Marketing Teams Chapter 4: Choosing the Right TechnologyDefining Your Options; Discovering Customer Relationship Management (CRM); Looking into Marketing Automation; Exploring Email Service Providers (ESP); Investigating Social Media Tracking Tools; Looking at Social Media Management Tools; Discovering Website Tracking Tools; Making the Right Choice; Chapter 5: Building a Rock-Star Team; Identifying Who You Need for Success; Recognizing the Right Traits for Success; Looking at Recruiting Options; Part II: Connecting Inbound Marketing and Lead Generation; Chapter 6: Generating Leads with Content Marketing Exploring ContentDelving into Content Planning; Doing More with Less in Your Content Marketing; Defining Content's Relationship with Other Lead Generation Efforts; Chapter 7: Putting Your Best Foot Forward with Your Website; Exploring Website Usability and Design; Creating Calls-to-Action (CTAs) That Convert; Developing Landing Pages That Work; Chapter 8: Humanizing Your Brand with a Blog; Inspiring Readers with Your Blog Content; Creating Clear Conversion Goals; Leveraging Social Sharing; Handling Commenting on Your Blog; Identifying a Guest Blogging Network Creating an Internal Blogging ProgramChapter 9: Creating Lasting Relationships Through Social Media; Sharing on Social Media; Getting the Most out of Facebook; Leveraging Twitter; Engaging Through LinkedIn; Building Your Google+ Presence; Getting Visual with Pinterest; Attracting Attention with SlideShare; Chapter 10: Getting Found Through Search Engine Optimization; Maximizing Different Traffic Sources; Knowing Your Search Engines; Making the Most out of Google Algorithm Updates; Choosing Your Keywords; Perfecting On-Page SEO; Utilizing Links in a Natural Way Defining Your SEO Measurements and AnalyticsPart III: Linking Outbound Marketing with Lead Generation; Chapter 11: Helping Buyers Find You with Pay-Per-Click Ads; Getting Started; Creating Your Ad Copy; Tracking Your Ad Performance; Chapter 12: Casting a Wide Net with Content Syndication; Accomplishing Your Goals with Content Syndication; Implementing Non-Paid Content Syndication; Chapter 13: Targeting with a Personal Touch Through Direct Mail; Making Direct Mail Work for You; Focusing on Creative Execution; Having an Integrated Approach Chapter 14: Seizing the Opportunity to Connect Through Events
ISBN:	1-306-53299-X ; 978-1-118-81586-1 ; 978-1-306-53299-0 ; 978-1-118-81617-2
Source:	ECONIS - Online Catalogue of the ZBW

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