Description
Stevens, who consults on customer acquisition and retention and teaches marketing at Columbia Business School, helps business-to-business marketers understand how to identify prospective customers and qualify their likelihood to buy in advance of making a sales call, and how this lead generation is the most crucial aspect of marketing. She explains its differences from other marketing; what the process is; lead generation campaigns and marketing databases; campaign development practices of research and testing, content marketing, and marketing automation; media selection, such as telemarketing, direct mail, search engine marketing, and trade shows; execution; response planning and management; lead nurturing; and metrics and tracking. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)
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The Hands-On, Up-to-the-Minute Guide to Generating Better-Qualified, Quicker-to-Close B2B Leads! Lead generation is 'Job One': B2B marketers' single most important objective. Maximizing Lead Generation brings together everything you need to know to do it right. Fast-paced and 100% practical, it will help you achieve outstanding results in any B2B marketplace'from enterprise technology to industrial equipment to professional services. World-renowned expert Ruth P. Stevens helps you bring science and systematization to all facets of lead generation, building on process, best practices, continuous testing, and ongoing improvement. You'll learn how to maximize the value of tried-and-true B2B tools and the newest social, web, and search technologies. Stevens offers indispensable insights for the entire lead lifecycle, including qualification, nurturing, measurement, and tracking. Organized for clarity, usability, and speed, this book will help you supercharge salesforce productivity'and company profits. You'll Learn How To: ' Develop and refine rules that consistently lead to higher-quality leads ' Gain deeper insights into your customers and their buying processes ' Build sophisticated, accurate marketing databases ' Identify the media most likely to work for you ' Execute highly effective campaigns ' Drive huge ROI improvements ' Use BANT and other qualification criteria ' Apply new 'nurturing' techniques to convert 'duds' into 'diamonds' ' Track results and quantify the business value of campaigns ' Utilize best practices content marketing and marketing automation ' Integrate continuous improvement into lead generation ' Discover 10 trends that will transform the way you prospect
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