The New Rules of Lead Generation
Proven Strategies to Maximize Marketing ROI
Author: David T. Scott
Pub Date: March 2013
Print Edition: $24.95
Print ISBN: 9780814432617
Page Count: 288
e-Book ISBN: 9780814432624
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With lead-generation marketing evolving rapidly, chances are your company may still be using the same methods it always has . . . and not accomplishing the results you’d like. Examining the seven most successful lead-generation tactics — including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows—The New Rules of Lead Generation reveals when to use which avenues, how to use them cost-effectively and get the best results, and how each one has changed in recent years and will continue to develop in the future.
Packed with powerful tools for tracking costs and measuring results, this book shows you how to devise a powerful, integrated campaign to regularly bring in a higher number of valuable, actionable leads.
Advance Praise for The New Rules of Lead Generation
“The average tenure of the CMO is now under two years. Why? Because they can’t prove they’re driving revenue and profits to the bottom line. David T. Scott’s book teaches marketers how to survive and thrive by delivering real results. Well written and full of useful, practical advice. A must-read.”
— Clark Kokich, Chairman of Razorfish and author of Do or Die: Surviving in a World Where the Old Ways of Marketing Aren’t Getting It Done
“The New Rules of Lead Generation is a must-read for any CMO who needs to generate leads for his or her company. Its straightforward style and comprehensive approach clarify even the most complex aspects of lead generation.”
— Pete Krainik, Founder and CEO, The CMO Club
“This quick, comfortable read is a timeless compendium of lead-generation strategies. It will have a place on the CMO’s bookshelf for years.”
— Stephanie Fierman, Global Chief Marketing Officer, MediaCom
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