Maximizing Lead Generation: The Complete Guide for B2B Marketers

By Ruth Stevens
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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About the Paperback

Publisher Que
Publish date 07/15/2011
Pages 224
ISBN-13 9780789741141
ISBN-10 0789741148
Language English