The New Rules of Lead Generation

The New Rules of Lead Generation

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Scott, David T. AMACOM, 2013 Audio summary available
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IN THIS SUMMARY

Lead generation is the little-noticed engine behind marketing efforts. The goal of lead generation is to uncover potential customers and develop them into leads that will ultimately result in sales. Many marketing managers use the same one or two lead-generation tactics that they have always used, when they could be using a combination of the best tactics for top results. In The New Rules of Lead Generation, David T. Scott explores the best seven lead-generation tactics, including search engine marketing, social media advertising, display advertising, e-mail marketing, direct mail marketing, cold calling, and trade shows. Scott explains how marketers can strategically apply multiple tactics, test their effectiveness, and reap the greatest number of actionable leads.