The Definitive Guide to Lead Generation

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CHAPTER TWO: HOW HAS LEAD GENERATION EVOLVED? TRANSFORMATION OF LEAD GENERATION Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales. In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. THEN Represent the company Finding customers Mission Representing customer Being found NOW Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing. Mass advertising Demographic Customer Intelligence Mechanics & Tactics 1:1 Targeting Behavioral Point in time blasts Continuous relationships Few/isolated channels Exploding/integrated channels Measurement 3 rd party data (Nielsen) Intuitive decision making Owned, big data Fact-based decision making Marketing’s mission, intelligence, tactics, and metrics have drastically changed. 8
CHAPTER TWO: HOW HAS LEAD GENERATION EVOLVED? TRANSFORMATION OF LEAD GENERATION Information Abundance and Attention Economics With the rise of the internet, we’ve left the world of information scarcity behind, and entered one of information abundance. In fact, according to Google chairman Eric Schmidt, five exabytes (or five billion gigabytes) of information were created between the dawn of civilization and 2003, “but that much information is now created every two days, and the pace is rapidly increasing.” What information consumes is rather obvious: it consumes the attention of its recipients.” This has transformed the buying process—and therefore the lead generation process. Buyers are overwhelmed by all of the noise, so they are learning to ignore the messages they don’t want to hear, and to independently research what they do want to know. “The attention economy is not growing, which means we have to grab the attention that someone else has today.” – Brent Leary, Co-Founder, CRM Essentials Unprecedented Changes in Buying The problem is that information abundance equals attention scarcity. This is known as “attention economics”. Social scientist Herbert Simon was the first person to discuss this concept, writing that “in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. THEN NOW The shift from information scarcity to information abundance has changed buying behavior – and shifted power to marketing. 9
Page 2 and 3: TABLE OF CONTENTS 03 04 07 11 19 20
Page 4 and 5: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 6 and 7: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 10 and 11: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 12 and 13: CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
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CHAPTER SIX: LANDING PAGES LANDING
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CHAPTER SIX: LANDING PAGES LANDING
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CHAPTER SEVEN: SOCIAL MEDIA AND LEA
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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CHAPTER EIGHT: EMAIL MARKETING MAIN
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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ASK THE EXPERTS: EMAIL MARKETING RO
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CHAPTER EIGHT: EMAIL MARKETING PAID
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CHAPTER NINE: PAID PROGRAMS
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CHAPTER NINE: PAID PROGRAMS PAY-PER
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CHAPTER NINE: PAID PROGRAMS CONTENT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENT P
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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