{"product_id":"lead-generation-for-dummies-isbn-9781118816172","title":"Lead Generation For Dummies","description":"\u003cp\u003e\u003cb\u003eLearn how to get your message heard above the online noise\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eLead 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\u003c\/li\u003e \u003cli\u003eTechniques 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\u003c\/li\u003e \u003cli\u003eThis 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\u003c\/li\u003e \u003cli\u003eProvides steps you can follow to create your own personalized lead generation plan\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eLead Generation For Dummies\u003c\/i\u003e is the extra edge you need to compete in today's technologically enhanced marketplace.\u003c\/p\u003e  Foreword xiii  \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eConventions Used in This Book 2\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 2\u003c\/p\u003e \u003cp\u003eHow This Book Is Organized 3\u003c\/p\u003e \u003cp\u003ePart I: Getting Started with Lead Generation 3\u003c\/p\u003e \u003cp\u003ePart II: Connecting Inbound Marketing and Lead Generation 3\u003c\/p\u003e \u003cp\u003ePart III: Linking Outbound Marketing with Lead Generation 4\u003c\/p\u003e \u003cp\u003ePart IV: The Middle of the Funnel 4\u003c\/p\u003e \u003cp\u003ePart V: Measuring Your Lead Generation Efforts 4\u003c\/p\u003e \u003cp\u003ePart VI: The Part of Tens 5\u003c\/p\u003e \u003cp\u003eBeyond the Book 5\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with Lead Generation 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: Beginning Your Lead Generation Journey 9\u003c\/p\u003e \u003cp\u003eChapter 2: Identifying Your Leads 19\u003c\/p\u003e \u003cp\u003eChapter 3: Setting Your Lead Generation Goals 27\u003c\/p\u003e \u003cp\u003eChapter 4: Choosing the Right Technology 45\u003c\/p\u003e \u003cp\u003eChapter 5: Building a Rock-Star Team 57\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Connecting Inbound Marketing and Lead Generation  71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 6: Generating Leads with Content Marketing 73\u003c\/p\u003e \u003cp\u003eChapter 7: Putting Your Best Foot Forward with Your Website 99\u003c\/p\u003e \u003cp\u003eChapter 8: Humanizing Your Brand with a Blog 117\u003c\/p\u003e \u003cp\u003eChapter 9: Creating Lasting Relationships Through Social Media 141\u003c\/p\u003e \u003cp\u003eChapter 10: Getting Found Through Search Engine Optimization 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Linking Outbound Marketing with Lead Generation 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 11: Helping Buyers Find You with Pay-Per-Click Ads 207\u003c\/p\u003e \u003cp\u003eChapter 12: Casting a Wide Net with Content Syndication 223\u003c\/p\u003e \u003cp\u003eChapter 13: Targeting with a Personal Touch Through Direct Mail 235\u003c\/p\u003e \u003cp\u003eChapter 14: Seizing the Opportunity to Connect Through Events 245\u003c\/p\u003e \u003cp\u003eChapter 15: Creating the Final Touch with Inside Sales 275\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: The Middle of the Funnel 289\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 16: Communicating Through Email Marketing 291\u003c\/p\u003e \u003cp\u003eChapter 17: Learning the Basics of Lead Nurturing 307\u003c\/p\u003e \u003cp\u003eChapter 18: Perfecting Your Lead Generation Techniques with Lead Scoring 313\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Measuring Your Lead Generation Efforts 319\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 19: Testing and Optimizing Your Campaigns 321\u003c\/p\u003e \u003cp\u003eChapter 20: Developing Lead Generation Metrics 329\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 339\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21: Ten Common Lead-Generation Pitfalls 341\u003c\/p\u003e \u003cp\u003eChapter 22: Ten Lead-Generation Influencers to Watch 345\u003c\/p\u003e \u003cp\u003eChapter 23: Ten Powerful Lead-Generation Tactics 349\u003c\/p\u003e \u003cp\u003eIndex 353\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDayna Rothman\u003c\/b\u003e 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.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eLearn to:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eCreate a lead generation plan\u003c\/li\u003e \u003cli\u003eWork with both inbound and outbound marketing\u003c\/li\u003e \u003cli\u003eNurture your leads and track ROI on your campaigns\u003c\/li\u003e \u003cli\u003eUse lead scoring and know when a lead is hot\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eThe comprehensive guide to mastering lead generation in today’s complex market\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eBegin your journey — discover the elements of lead generation, as well as how to define your leads and lead generation goals\u003c\/li\u003e \u003cli\u003eConnect your inbound efforts — explore content marketing, blogging, social media, your website, and SEO as lead generation methods\u003c\/li\u003e \u003cli\u003eGet down with outbound — find out how to reach out and connect with potential leads via email, PPC ads, content syndication, and more\u003c\/li\u003e \u003cli\u003eMeasure your efforts — dig into the nitty gritty of lead generation with the metrics used to measure success\u003c\/li\u003e \u003cli\u003eTactics and tips — find out what pitfalls to avoid, lead generation experts to keep an eye on, and additional tactics for lead generation\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eOpen the book and find:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAn overview of lead-generation techniques\u003c\/li\u003e \u003cli\u003eTips on building lead-generation teams\u003c\/li\u003e \u003cli\u003eTricks for website usability and design\u003c\/li\u003e \u003cli\u003eBest practices for form design and calls to action\u003c\/li\u003e \u003cli\u003eDetails on SEO, blogging, social media, and more\u003c\/li\u003e \u003cli\u003eTechniques to maximize e-mail marketing success\u003c\/li\u003e \u003cli\u003eContent marketing and event marketing tips and tricks\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47989514436837,"sku":"NP9781118816172","price":26.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118816172.jpg?v=1761784411","url":"https:\/\/k12savings.com\/es\/products\/lead-generation-for-dummies-isbn-9781118816172","provider":"K12savings","version":"1.0","type":"link"}