Search:
Home > B2B >
The Complete Guide for B2B Marketers
http://store.directmarketingiq.com/resize?po=%2fShared%2fThemeImages%2fDMIQProduction%2fA1204037_maximizingleadgeneration.png&bw=200&lr=t

Maximizing Lead Generation

Item #:
The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads!

You’ll Learn How To:
• Develop and refine rules that consistently lead to higher-quality leads
• Gain deeper insights into your customers and their buying processes
• Build sophisticated, accurate marketing databases
• Identify the media most likely to work for you
• Execute highly effective campaigns
• And much more!
Price: $24.99

Quantity:

Description

The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads!

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.

You’ll Learn How To:
• Develop and refine rules that consistently lead to higher-quality leads
• Gain deeper insights into your customers and their buying processes
• Build sophisticated, accurate marketing databases
• Identify the media most likely to work for you
• Execute highly effective campaigns
• Drive huge ROI improvements
• Use BANT and other qualification criteria
• Apply new “nurturing” techniques to convert “duds” into “diamonds”
• Track results and quantify the business value of campaigns
• Utilize best practices content marketing and marketing automation
• Integrate continuous improvement into lead generation
• Discover 10 trends that will transform the way you prospect

Table Of Contents

1 The Case for Lead Generation     

Defining Terms:What a Lead Is and What It Is Not     

How Lead-Generation Campaigns Differ from Other Types of Marketing Communications     

The Lead-Generation Process     

Market Research for Lead Generation     

Organizational Roles and Responsibilities for Lead Generation     

Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign     

2 Campaign Planning: You Can’t Leave It to Luck     

Who? What? When? Where? Breaking Down the Buying Process     

May I Have This Dance?      

How Will You Know When You’re There?      

The Goldilocks School of Lead Flow Planning     

Planning for Your Campaign Budget     


3 The Marketing Database: Not Sexy, But Essential to Success     

Data Sources and Types     

Data Fields You Need for Lead Generation     

Data Hygiene Best Practices     

Database Analysis, Segmentation, and Modeling     


4 Campaign Development Best Practices     

Best Practice I: Research and Testing     

Best Practice II: The New Importance of Content Marketing     

Best Practice III: Marketing Automation     

Case Study: When the Chips Were Down, Marketing Got Automated     


5 Campaign Media Selection     

B-to-B Lead Generation Media: The Top Five     

Set the Stage for Lead Generation with PR     

B-to-B Lead Generation Media: Three to Avoid     

Using Web 2.0 for Lead Generation     

How to Select the Right Media Mix     

Mixing It Up: Multiple Media     


6 Campaign Execution     

Campaign Target Selection: Finding the Winning Combination     

Seven Steps to Successful Lead-Generation Creative     

How to Develop Offers They Can’t Refuse     

Getting the Best Work from an Agency or Creative Freelancers     


7 Response Planning and Management     

Response Management Step-by-Step     

Six Strategies to Capture the Response Data You Need     

The All-Important Landing Page     

Why Responses Are Often Mishandled     

Inquiry Fulfillment: The Beginning of a Beautiful Relationship     

Six Rules of Fulfillment     


8 Lead Qualification     

Setting Qualification Criteria: Can’t Beat BANT     

What to Ask and When to Ask It     

Need for Speed: Moving Qualified Leads into the Pipeline     

Lead-Ranking Strategies     

Qualifying Leads at a Trade Show or Event     

Marketing Checkup for Telephone-Based Lead Generation and Qualification     

The Whos and Hows of the Handoff     

9 Lead Nurturing     

A Marketing Function with a Big Sales Benefit     

The Lead-Nurturing Process, Step by Step     

Nurturing Best Practices     

Case Study: How a Comprehensive Rethinking of Lead Generation and Management Strategy Improved Lead-Nurturing Response Rates and Lowered Costs     


10 Metrics and Tracking     

Response Rate     

Cost Per Lead     

Inquiry-to-Lead Conversion Rate     

Lead-to-Sales Conversion Rates     

Expense-to-Revenue Ratio (E:R)      

Seven Techniques for Tracking Leads to Closure     

When a Lead Doesn’t Close     


11 The Fast-Evolving Future of Lead Generation     

1. More and Better Marketing Automation     

2. Sales and Marketing Will Finally Get on the Same Page     

3. New Data Sources for Prospecting     

4. Social Media Will Get Real for Lead Generation     

5. Affinity Marketing Will Come to B-to-B     

6. Face-to-Face Events Will Resume Their Importance     

7. New Ways to Nurture     

8. Ever-Evolving Customer Behavior     

9. More and Better Video     

10. Mobile Will Happen     

Index     

About the Author

Ruth P. Stevens's expertise in customer acquisition and retention derives from a decade and a half of hands-on marketing for both large enterprises and start-up companies. Just prior to beginning her consulting practice, she served as chief marketing officer at an Internet company in New York City. Before that, she had broad responsibilities for direct marketing at three corporate giants – IBM, Ziff-Davis and Time Warner.

At IBM, she served as director of direct marketing, North America, for the IBM hardware, software and services brands, leading a team of 140 direct marketing professionals. She then moved to the IBM Software Group, where she directed global direct marketing.

At Ziff-Davis, she served as vice president of marketing for the electronic publishing division, and later helped launch Ziff's Consumer Media Group as its vice president of marketing. At Time Warner, she worked in marketing, new business development and general management for the Book-of-the-Month Club and Time-Life Books.

Ruth serves on the board of directors of Edmund Optics, a leading supplier and manufacturer of industrial optics and components, based in Barrington, NJ. Ruth is a frequent contributor to a variety of marketing publications and author of Trade Show and Event Marketing and Maximizing Lead Generation: The Complete Guide for B2B Marketers. She teaches marketing to graduate students at Columbia Business School. Ruth serves on the board of the Direct Marketing Club of New York.

She is past chair of the Business-to-Business Council of the Direct Marketing Association and holds a BA from Hamilton College and an MBA from Columbia University.

Other Resources