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.

  Autorentext

  Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.

  Klappentext

  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.

  Zusammenfassung
  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.

  Inhalt

  Foreword 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