Lead Generation For Dummies E-Book

Dayna Rothman

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 462

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Lead Generation For Dummies®

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2014 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2013954102

ISBN 978-1-118-81617-2 (pbk); ISBN 978-1-118-81589-2 (ebk); ISBN 978-1-118-81586-1 (ebk)

Manufactured in the United States of America

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Lead Generation For Dummies®

Visit www.dummies.com/cheatsheet/leadgeneration to view this book's cheat sheet.

Table of Contents

Introduction

About This Book

Conventions Used in This Book

Foolish Assumptions

Icons Used in This Book

How This Book Is Organized

Part I: Getting Started with Lead Generation

Part II: Connecting Inbound Marketing and Lead Generation

Part III: Linking Outbound Marketing with Lead Generation

Part IV: The Middle of the Funnel

Part V: Measuring Your Lead Generation Efforts

Part VI: The Part of Tens

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

Finding more leads

Enhancing prospect relationships

Maximizing your spending

Being more strategic

Tying It All Together

Inbound marketing

Content marketing

Website

Blog

Social media

Search engine optimization

Outbound marketing

PPC (pay-per-click) advertising

Content syndication

Direct mail

Event marketing

Inside sales

Email marketing

Lead nurturing and lead scoring

Chapter 2: Identifying Your Leads

Defining Your Leads

Assessing demographic fit

Applying firmographic profiles

Qualifying leads with BANT

Defining Your Sales Funnel

Understanding your funnel stages

Early-stage buyers

Mid-stage buyers

Late-stage buyers

Chapter 3: Setting Your Lead Generation Goals

Defining Your Key Metrics

Asking important questions

Establishing your goals

Crafting Your Road Map

Setting up your plan

Creating a timeline to hit objectives

Building a Business Case

Choosing your stakeholders

Coming up with your list of needs

Developing your presentation slide deck

Aligning Your Sales and Marketing Teams

Crafting a sales and marketing workshop

Managing your service-level agreements

Chapter 4: Choosing the Right Technology

Defining 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

Planning your resource investment

Training your team

Chapter 5: Building a Rock-Star Team

Identifying Who You Need for Success

Marketing programs manager

Social media manager

Content marketing manager

Marketing operations manager

Online marketing manager

Creative design manager

Event marketing manager

Recognizing the Right Traits for Success

Having a solid understanding of technology

Possessing fantastic communication skills

Owning analytics

Looking at Recruiting Options

Leveraging LinkedIn

Contracting an outside recruiting firm

Posting a job listing

Part II: Connecting Inbound Marketing and Lead Generation

Chapter 6: Generating Leads with Content Marketing

Exploring Content

Being a thought leader

Leveraging promotional content

Considering different forms of content

Delving into Content Planning

Developing buyer personas

Mapping buying stages

Working with a content grid

Creating content arcs and themes

Doing More with Less in Your Content Marketing

Coming up with your big rock content pieces

Slicing and dicing

Repurposing

Rewriting and redesigning

Defining Content’s Relationship with Other Lead Generation Efforts

Email

Social media

Website

Blog

Webinars and presentations

Paid programs

Chapter 7: Putting Your Best Foot Forward with Your Website

Exploring Website Usability and Design

Making your site scannable

Implementing clear conversion paths

Improving website readability

Creating Calls-to-Action (CTAs) That Convert

Working with CTA best practices

Leveraging the home page CTA

Including an obvious contact link

Offering a chat option

Developing Landing Pages That Work

Sticking with short forms

Designing for success

Chapter 8: Humanizing Your Brand with a Blog

Inspiring Readers with Your Blog Content

Going from promotional content to thought leadership

Making sure each post is visual

Newsjacking

Creating Clear Conversion Goals

Placing your blog subscription forms

Including related resources

Leveraging Social Sharing

Adding a Twitter Tweet/Share button

Adding a Facebook Like button

Adding a LinkedIn Share button

Adding a Google +1 button

Adding a Pinterest Pin It button

Handling Commenting on Your Blog

Identifying a Guest Blogging Network

Creating your blog guidelines

Deciding your guest blog cadence

Creating an Internal Blogging Program

Developing internal guidelines

Evangelizing your program

Crafting incentives for participation

Chapter 9: Creating Lasting Relationships Through Social Media

Sharing on Social Media

Utilizing the 4-1-1 rule

Creating contagious content

Getting the Most out of Facebook

Understanding engagement

Telling a visual story

Developing Promoted Posts

Creating sponsored stories

Promoting through Facebook ads

Developing Facebook tabs