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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ASK THE EXPERTS: SOCIAL MEDIA AND LEAD GEN ROUNDTABLE<br />
WHAT IS THE FUTURE OF SOCIAL<br />
FOR LEAD GENERATION?<br />
“Social media platforms<br />
are becoming more<br />
sophisticated in terms of<br />
giving marketers<br />
opportunities <strong>to</strong> strategically attract<br />
leads. It’s no longer all about attracting<br />
fans and followers—the appeal of social<br />
media marketing is gravitating more<br />
<strong>to</strong>ward turning those fans and followers<br />
in<strong>to</strong> warm leads. <strong>The</strong>se leads are<br />
genuinely interested in hearing from you.<br />
– Amy Porterfield<br />
Social Media Strategist<br />
“Now that Twitter has<br />
introduced <strong>Lead</strong><br />
<strong>Generation</strong> Cards,<br />
which allow advertisers<br />
<strong>to</strong> collect leads directly from paid ads, I<br />
think we will see more of this type of<br />
lead generation across the various<br />
social networks—especially as those<br />
networks become more reliant on<br />
advertisers who are seeking <strong>to</strong><br />
generate leads.”<br />
– Michael Stelzner<br />
CEO and Founder, Social Media Examiner<br />
“More and more<br />
companies are investing<br />
in their brand’s social<br />
presence, and at the<br />
same time, social platforms are<br />
investing in features that help drive lead<br />
generation. If you’re not using social<br />
media for your lead generation efforts,<br />
you’re missing out on a great<br />
opportunity. We’ve seen great ROI from<br />
adding a social component <strong>to</strong> almost<br />
everything we do—whether it’s a simple<br />
social share but<strong>to</strong>n or a fun contest.”<br />
– Carra Manahan<br />
Marketing Program Specialist, Marke<strong>to</strong>