The Definitive Guide to Lead Generation
TABLE OF CONTENTS Part One: Introduction to Lead Generation Chapter One: What is Lead Generation and Why is it Important? Chapter Two: How Has Lead Generation Evolved? Chapter Three: Defining a Lead Part Two: Lead Generation Tactics Chapter Four: Content Marketing and Blogging Chapter Five: Website and SEO Chapter Six: Landing Pages Chapter Seven: Social Media and Lead Generation Chapter Eight: Email Marketing Chapter Nine: Paid Programs Chapter Ten: Telephone-Based Lead Generation Chapter Eleven: Middle-of-Funnel Lead Generation Part Three: Optimize and Measure Your Lead Generation Chapter Twelve: Testing and Optimization Chapter Thirteen: Metrics Chapter Fourteen: Lead Generation Technology Conclusion: Lead the Way! Appendix: References
TABLE OF CONTENTS
Part One: Introduction to Lead Generation
Chapter One: What is Lead Generation and Why is it Important?
Chapter Two: How Has Lead Generation Evolved?
Chapter Three: Defining a Lead
Part Two: Lead Generation Tactics
Chapter Four: Content Marketing and Blogging
Chapter Five: Website and SEO
Chapter Six: Landing Pages
Chapter Seven: Social Media and Lead Generation
Chapter Eight: Email Marketing
Chapter Nine: Paid Programs
Chapter Ten: Telephone-Based Lead Generation
Chapter Eleven: Middle-of-Funnel Lead Generation
Part Three: Optimize and Measure Your Lead Generation
Chapter Twelve: Testing and Optimization
Chapter Thirteen: Metrics
Chapter Fourteen: Lead Generation Technology
Conclusion: Lead the Way!
Appendix: References
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION<br />
LEAD SCORING CHECKLIST<br />
Which attributes or behaviors will you consider as you score your leads?<br />
Check off the boxes you think should be included in your model.<br />
Explicit Scores <strong>to</strong> Consider:<br />
Individual-specific<br />
demographic scoring rules<br />
Title<br />
Role<br />
Purchasing authority<br />
Number of direct reports<br />
Level of manager (<strong>to</strong> whom do they report?)<br />
Years of experience<br />
Specialties<br />
Type of email used (Gmail, corporate, Yahoo)<br />
Years at current position<br />
Designations/certifications<br />
Honors and awards received<br />
Social network participation<br />
Social network connections<br />
Social network influence<br />
Public recommendations<br />
Affiliations—groups and associations<br />
Career interests<br />
Personal interests<br />
Degrees received<br />
Individual-specific<br />
demographic scoring rules<br />
Rankings/s<strong>to</strong>ck indexes: Fortune 500/Inc 500, etc.<br />
Number of employees<br />
Company revenue<br />
Revenue growth (growing, declining, etc.)<br />
Company financial viability<br />
Number of divisions<br />
Number of products sold (SKUs)<br />
Location<br />
City Phone area code<br />
State Headquarters or satellite<br />
Zip<br />
Location of branches<br />
Country Size of branches<br />
Website traffic<br />
Website plug-ins<br />
Year founded<br />
Organizational structure<br />
(proprie<strong>to</strong>rship, partnership, corporation)<br />
Geographic markets served<br />
Partners<br />
Fiscal year end<br />
Industry<br />
Relationship scoring rules<br />
Account type (potential vs. actual)<br />
Cus<strong>to</strong>mer Prospect<br />
Partner Inves<strong>to</strong>r<br />
Competi<strong>to</strong>r<br />
Previous relationship<br />
Ex-cus<strong>to</strong>mer<br />
Lost opportunity<br />
Product(s) purchased<br />
Complementary technologies used<br />
(CRM, ESP, ERP, CMS, MRM, MA)<br />
Recycled count<br />
<strong>Lead</strong> source<br />
Website<br />
Sponsorship<br />
PPC<br />
Content syndication<br />
Online ad<br />
Budget defined (monthly, quarterly, annually)<br />
Timeframe (project completion deadline)
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