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Scott

The New Rules of Lead Generation

Proven Strategies to Maximize Marketing ROI

Medium: Buch
ISBN: 978-0-8144-3261-7
Verlag: Amacom
Erscheinungstermin: 20.03.2013
Lieferfrist: bis zu 10 Tage

Lead-generation marketing is evolving rapidly, but many companies are still using the same methods they always have. How can a marketer know which lead generation tactics will provide them with the best, most actionable leads for their products or services? What’s been missing—until now—is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In The New Rules of Lead Generation, marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign. Featuring valuable tools for tracking costs and measuring results, this indispensable book shows marketers everywhere how to capture the leads they need to help their companies succeed.


Produkteigenschaften


  • Artikelnummer: 9780814432617
  • Medium: Buch
  • ISBN: 978-0-8144-3261-7
  • Verlag: Amacom
  • Erscheinungstermin: 20.03.2013
  • Sprache(n): Englisch
  • Auflage: Erscheinungsjahr 2013
  • Produktform: Gebunden
  • Gewicht: 571 g
  • Seiten: 288
  • Format (B x H x T): 159 x 236 x 30 mm
  • Ausgabetyp: Kein, Unbekannt
Autoren/Hrsg.

Autoren

CONTENTS IntroductIon: Who Should Read This Book? Before We BegIn: How to Read This Book PART ONE: THE BASIC TOOLS OF LEAD-GENERATION MARKETING Chapter 1: What Is Lead-Generation Marketing? Chapter 2: Defining Your Leads Chapter 3: Developing Your Lead-Generation Strategy Chapter 4: Using Lead-Generation Tactics Chapter 5: Calculating the Costs PART TWO: LEAD-GENERATION MARKETING TACTICS Chapter 6: Introduction to Online Lead-Generation Advertising Chapter 7: Search Engine Marketing Chapter 8: Social Media Advertising—Part I: Facebook and LinkedIn Chapter 9: Social Media Advertising—Part II: Twitter Advertising Chapter 10: Display Advertising Chapter 11: Selecting and Targeting a Mailing or Contact List Chapter 12: E-Mail Marketing Chapter 13: Direct Mail Marketing Chapter 14: Cold Calling Chapter 15: Trade Shows Chapter 16: Integrated Lead-Generation Marketing Notes Index