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 ONE: WHAT IS LEAD GENERATION AND WHY IS IT IMPORTANT?<br />
LEAD GENERATION DEFINED<br />
<strong>Lead</strong> generation describes the marketing process of stimulating and capturing interest in a product or<br />
service for the purpose of developing sales pipeline.<br />
In <strong>to</strong>day’s complex marketing<br />
climate, lead generation has<br />
become a popular strategy <strong>to</strong><br />
help create demand and get your<br />
marketing messages heard<br />
across multiple channels. <strong>Lead</strong><br />
generation helps your company<br />
increase brand awareness, build<br />
relationships, generate qualified<br />
leads, and ultimately close deals.<br />
Through the various lead generation<br />
tactics mentioned in this guide, a<br />
company can collect the contact<br />
information of potential targets in<br />
order <strong>to</strong> nurture them <strong>to</strong> eventually<br />
become cus<strong>to</strong>mers. <strong>Lead</strong> generation<br />
is useful for all types of businesses,<br />
both small and large, and in both<br />
B2B and B2C companies—such as<br />
financial services, healthcare, and<br />
au<strong>to</strong>motive organizations.<br />
<strong>Lead</strong> generation strategies that are<br />
discussed in this guide include:<br />
• Content marketing and blogging<br />
• Website and SEO<br />
• Social media<br />
• Pay-Per-Click (PPC) advertising<br />
• Content syndication<br />
• Direct mail<br />
• Telesales<br />
• Email marketing<br />
• <strong>Lead</strong> nurturing and lead scoring<br />
• Testing and optimization<br />
• <strong>Lead</strong> generation metrics<br />
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