Maximizing Lead Generation: The Complete Guide for B2B Marketers

by Ruth P. 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 - 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

Genres: Business

214 pages, Kindle Edition

First published July 1, 2011

Reviews

[Andrew · Rating 5 out of 5]

A bit on the academic side as it kind of reads like a textbook but packed with great info. Well, she teaches marketing at Columbia, so that’s not too far-fetched. Very little fluff and super direct about whatever the headline and chapter are about.

While I usually donate books after I’ve read them, this has some really good information that is still relevant 10 years after being published. I’ll keep it around for reference and to flip through for ideas now and then.

[Duong Tan · Rating 4 out of 5]

Useful for b2b marketers.

[Danielle · Rating 4 out of 5]

As someone new to demand generation marketing, I wanted to learn more about the work my company does. This book is very thorough. It's also a little dry, so I read it over the course of 6 months. From the time I started to the time I finished, I felt that I had already learned from work many of the teachings in this book. However, if you are starting a new business or trying to learn more about lead generation for a company that does not have many experts in the area. This is definitely informative with a lot of good info.

[Artha Nugraha Jonar · Rating 5 out of 5]

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