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Lead Generation For Dummies (111881617X) cover image

Lead Generation For Dummies

ISBN: 978-1-118-81617-2
Paperback
384 pages
March 2014
US $26.99 Add to Cart
Other Available Formats: E-book
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

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