Description
Book SynopsisLearn 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.
Table of ContentsForeword xiii
Introduction 1
About This Book 1
Conventions Used in This Book 2
Foolish Assumptions 2
Icons Used in This Book 2
How This Book Is Organized 3
Part I: Getting Started with Lead Generation 3
Part II: Connecting Inbound Marketing and Lead Generation 3
Part III: Linking Outbound Marketing with Lead Generation 4
Part IV: The Middle of the Funnel 4
Part V: Measuring Your Lead Generation Efforts 4
Part VI: The Part of Tens 5
Beyond the Book 5
Where to Go from Here 5
Part I: Getting Started with Lead Generation 7
Chapter 1: Beginning Your Lead Generation Journey 9
Chapter 2: Identifying Your Leads 19
Chapter 3: Setting Your Lead Generation Goals 27
Chapter 4: Choosing the Right Technology 45
Chapter 5: Building a Rock-Star Team 57
Part II: Connecting Inbound Marketing and Lead Generation 71
Chapter 6: Generating Leads with Content Marketing 73
Chapter 7: Putting Your Best Foot Forward with Your Website 99
Chapter 8: Humanizing Your Brand with a Blog 117
Chapter 9: Creating Lasting Relationships Through Social Media 141
Chapter 10: Getting Found Through Search Engine Optimization 183
Part III: Linking Outbound Marketing with Lead Generation 205
Chapter 11: Helping Buyers Find You with Pay-Per-Click Ads 207
Chapter 12: Casting a Wide Net with Content Syndication 223
Chapter 13: Targeting with a Personal Touch Through Direct Mail 235
Chapter 14: Seizing the Opportunity to Connect Through Events 245
Chapter 15: Creating the Final Touch with Inside Sales 275
Part IV: The Middle of the Funnel 289
Chapter 16: Communicating Through Email Marketing 291
Chapter 17: Learning the Basics of Lead Nurturing 307
Chapter 18: Perfecting Your Lead Generation Techniques with Lead Scoring 313
Part V: Measuring Your Lead Generation Efforts 319
Chapter 19: Testing and Optimizing Your Campaigns 321
Chapter 20: Developing Lead Generation Metrics 329
Part VI: The Part of Tens 339
Chapter 21: Ten Common Lead-Generation Pitfalls 341
Chapter 22: Ten Lead-Generation Influencers to Watch 345
Chapter 23: Ten Powerful Lead-Generation Tactics 349
Index 353
