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08-20-2013, 09:53 PM
Post: #1
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[GET] Maximizing Lead Generation: The Complete Guide for B2B Marketers - Ruth P. Stevens
![[Image: maximizing-lead-generation.jpg]](http://www.maximizingleadgeneration.com/images/maximizing-lead-generation.jpg) ![[Image: ruth-stevens.jpg]](http://www.maximizingleadgeneration.com/images/ruth-stevens.jpg) Lead generation is “Job One”: B2B marketers’ single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace—from enterprise technology to industrial equipment to professional services. World-renowned expert Ruth P. Stevens helps you bring science and systematization to all facets of lead generation, building on process, best practices, continuous testing, and ongoing improvement. You’ll learn how to maximize the value of tried-and-true B2B tools and the newest social, web, and search technologies. Stevens offers indispensable insights for the entire lead lifecycle, including qualification, nurturing, measurement, and tracking. Organized for clarity, usability, and speed, this book will help you supercharge salesforce productivity—and company profits. Maximizing Lead Generation Table of Contents About the Author vii Acknowledgments vii We Want to Hear from You viii 1 The Case for Lead Generation 1 Defining Terms: What a Lead Is and What It Is Not 2 How Lead-Generation Campaigns Differ from Other Types of Marketing Communications 4 The Lead-Generation Process 6 Market Research for Lead Generation 10 Organizational Roles and Responsibilities for Lead Generation 12 Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign 13 2 Campaign Planning: You Can’t Leave It to Luck 19 Who? What? When? Where? Breaking Down the Buying Process 20 May I Have This Dance? 23 How Will You Know When You’re There? 24 The Goldilocks School of Lead Flow Planning 25 Planning for Your Campaign Budget 28 3 The Marketing Database: Not Sexy, But Essential to Success 33 Data Sources and Types 34 Data Fields You Need for Lead Generation 46 Data Hygiene Best Practices 50 Database Analysis, Segmentation, and Modeling 54 4 Campaign Development Best Practices 59 Best Practice I: Research and Testing 60 Best Practice II: The New Importance of Content Marketing 66 Best Practice III: Marketing Automation 71 Case Study: When the Chips Were Down, Marketing Got Automated 73 5 Campaign Media Selection 75 B-to-B Lead Generation Media: The Top Five 77 Set the Stage for Lead Generation with PR 84 B-to-B Lead Generation Media: Three to Avoid 86 Using Web 2.0 for Lead Generation 88 How to Select the Right Media Mix 92 Mixing It Up: Multiple Media 93 6 Campaign Execution 101 Campaign Target Selection: Finding the Winning Combination 102 Seven Steps to Successful Lead-Generation Creative 106 How to Develop Offers They Can’t Refuse 110 Getting the Best Work from an Agency or Creative Freelancers 118 7 Response Planning and Management 123 Response Management Step-by-Step 124 Six Strategies to Capture the Response Data You Need 124 The All-Important Landing Page 126 Why Responses Are Often Mishandled 131 Inquiry Fulfillment: The Beginning of a Beautiful Relationship 132 Six Rules of Fulfillment 134 8 Lead Qualification 139 Setting Qualification Criteria: Can’t Beat BANT 140 What to Ask and When to Ask It 141 Need for Speed: Moving Qualified Leads into the Pipeline 142 Lead-Ranking Strategies 145 Qualifying Leads at a Trade Show or Event 150 Marketing Checkup for Telephone-Based Lead Generation and Qualification 151 The Whos and Hows of the Handoff 153 9 Lead Nurturing 157 A Marketing Function with a Big Sales Benefit 158 The Lead-Nurturing Process, Step by Step 159 Nurturing Best Practices 161 Case Study: How a Comprehensive Rethinking of Lead Generation and Management Strategy Improved Lead-Nurturing Response Rates and Lowered Costs 167 10 Metrics and Tracking 175 Response Rate 176 Cost Per Lead 179 Inquiry-to-Lead Conversion Rate 181 Lead-to-Sales Conversion Rates 182 Expense-to-Revenue Ratio (E:R) 183 Seven Techniques for Tracking Leads to Closure 185 When a Lead Doesn’t Close 190 11 The Fast-Evolving Future of Lead Generation 191 1. More and Better Marketing Automation 192 2. Sales and Marketing Will Finally Get on the Same Page 192 3. New Data Sources for Prospecting 193 4. Social Media Will Get Real for Lead Generation 193 5. Affinity Marketing Will Come to B-to-B 194 6. Face-to-Face Events Will Resume Their Importance 194 7. New Ways to Nurture 195 8. Ever-Evolving Customer Behavior 196 9. More and Better Video 196 10. Mobile Will Happen 197 Index 199 Salespage: Code: http://www.maximizingleadgeneration.com/Download: Magic Button : |
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08-21-2013, 08:51 AM
Post: #2
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RE:
B2B...sounds like my topic, hope its good.
Thanks for the share OP, rep+ |
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12-02-2013, 06:03 AM
Post: #3
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RE:
Mirrors
Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : Magic Button : ![[Image: 4horsemen.gif]](http://iainhall.files.wordpress.com/2011/10/4horsemen.gif) We're born alone, we live alone, we die alone. Only through our love and friendship can we create the illusion for the moment that we're not alone. Thank you BBHF Friends for the care and share and also for the rep+! |
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12-02-2013, 06:45 AM
Post: #4
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RE:
wowo thanks
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