Lead Generation For Dummies

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.

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

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.

Learn to:

• Create a lead generation plan
• Work with both inbound and outbound marketing
• Nurture your leads and track ROI on your campaigns
• Use lead scoring and know when a lead is hot

The comprehensive guide to mastering lead generation in today’s complex market

In the competitive world of the web, lead generation is key. If you’ve been trying to wrap your head around concepts like PPC, organic SEO, blogging, content marketing, and lead generation metrics, but can’t seem to get it right, this book is the guide you need to get started and stay on the path to effective lead generation.

• Begin your journey — discover the elements of lead generation, as well as how to define your leads and lead generation goals
• Connect your inbound efforts — explore content marketing, blogging, social media, your website, and SEO as lead generation methods
• Get down with outbound — find out how to reach out and connect with potential leads via email, PPC ads, content syndication, and more
• Measure your efforts — dig into the nitty gritty of lead generation with the metrics used to measure success
• Tactics and tips — find out what pitfalls to avoid, lead generation experts to keep an eye on, and additional tactics for lead generation

Open the book and find:

• An overview of lead-generation techniques
• Tips on building lead-generation teams
• Tricks for website usability and design
• Best practices for form design and calls to action
• Details on SEO, blogging, social media, and more
• Techniques to maximize e-mail marketing success
• Content marketing and event marketing tips and tricks