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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Table of Contents
IntroductIon: Who Should Read This Book?
Before We BegIn: How to Read This Book
PART ONE: THE BASIC TOOLS OF LEAD-GENERATION MARKETING
Chapter 1: What Is Lead-Generation Marketing?
Chapter 2: Defining Your Leads
Chapter 3: Developing Your Lead-Generation Strategy
Chapter 4: Using Lead-Generation Tactics
Chapter 5: Calculating the Costs
PART TWO: LEAD-GENERATION MARKETING TACTICS
Chapter 6: Introduction to Online Lead-Generation Advertising
Chapter 7: Search Engine Marketing
Chapter 8: Social Media Advertising—Part I: Facebook and LinkedIn
Chapter 9: Social Media Advertising—Part II: Twitter Advertising
Chapter 10: Display Advertising
Chapter 11: Selecting and Targeting a Mailing or Contact List
Chapter 12: E-Mail Marketing
Chapter 13: Direct Mail Marketing
Chapter 14: Cold Calling
Chapter 15: Trade Shows
Chapter 16: Integrated Lead-Generation Marketing
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