The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI

by David T. Scott

From amidst the clutter of lead generation tactics, this strategic guide teaches marketers how to make the many available lead generation tactics work together to produce the maximum number of quality leads. Marketing expert David T. Scott identifies the seven most successful tactics--including email, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows--and Most importantly, he shares how marketers can achieve the best results--actionable leads for their products and services--and help their companies succeed. Featuring valuable tools for tracking costs and measuring results and indispensable advice that’s been thus-far absent from this emerging and in-demand field, The New Rules of Lead Generation takes a critical look at the most popular lead-generation strategies and shows marketers everywhere how to test new approaches on a limited budget, how to combine multiple tactics for a more powerful, integrated campaign, and how to capture the leads they need.

Genres: Business, Nonfiction

288 pages, Hardcover

First published February 18, 2013

Reviews

[Brandon Allen · Rating 3 out of 5]

I believe the author knows a lot about lead generation. I don't think my expectation were met fully in this book because nothing in the book seemed new. It was really just the fundamentals of lead generation. This book would be great for people who know nothing about generating leads and how to do it. Just don't read this if you are looking for new frontiers.

[M.Lauryn Alexander · Rating 5 out of 5]

At Baruch College (NYC) the instructor used this as a textbook.

[Danielle · Rating 4 out of 5]

David Scott's guide to integrating complimentary lead generating tactics into sales and marketing campaigns is a very good primer for those who have a base level of business exposure and wish to expand their understanding. I would not recommend this for professionals who are already in an advanced analytical marketing position.

The book describes various strategies and how they can work together to drive customers to your funnel. Terminologies, analytical programs and platforms, pro tips and background on the evolution of marketing are also featured. There is an introduction, a best-way-to-read-this section and chapters divided into two parts.

The chapters are as follows:

Part 1: The Basic Tools of Lead-Generation Marketing

Chapter 1: What is Lead-Generation Marketing?
Chapter 2: Defining Your Leads
Chapter 3: Developing Your Lead-Generation Strategy
Chapter 4: Using Lead-Generation Tactics
Chapter 5: Calculating The Costs

Part 2: Lead Generation Marketing Tactics

Chapter 6: Introduction to Online Lead-Generation Advertising
Chapter 7: Search Engine Marketing
Chapter 8: Social Media Advertising - Part 1: Facebook and LinkedIn
Chapter 9: Social Media Advertising - Part 2: Twitter Advertising
Chapter 10: Display Advertising
Chapter 11: Selecting and Targeting a Mailing or Contact List
Chapter 12: E-Mail Marketing
Chapter 13: Direct Mail Marketing
Chapter 14: Cold Calling
Chapter 15: Trade Shows
Chapter 16: Integrated Lead-Generation Marketing

I found that for my purposes, it was best to skip to Part Two: Lead Generation Marketing Tactics to get to material pertinent to my situation. When I finished with Part 2 I began Part 1 at the introduction, but could have easily skipped over to Chapter 2 as my beginning point.

The writing is clear for the most part, though I did experience some confusion with one segment of the display advertising part (namely, "Ad Networks and Ad-Serving Technologies"). I found that he clarified some terms but not others, and as a result did not properly contrast and compare so that I could parse the important distinctions.

This is a minor complaint however, since the book is well-laid out and broken into logical segments that flow well together. Topics are defined and discussed, and then Mr. Scott takes care at the end of each chapter to lay out how to determine the Return on Investment (ROI). Chapter summaries at the end are also very useful for drawing conclusions on what you've just read, refreshing your memory of the pertinent points or even aide in skipping content that you do not require full explanations for.

My favourite feature of the content were segments where he explains how the discussed methods would work the best for your type of company/industry, with suggestions on how to evaluate this for yourself.

I borrowed this from the library, but am definitely considering purchasing it as a quick reference resource; if he makes an updated version (this is only a couple of years old but some companies/products mentioned have merged, gone off-market or folded, as well as there being some minor mistakes such as mixing up the definitions of what "horizontal" and "vertical" display ads are) I will happily make the purchase.

Recommended for: sales and marketing professionals (junior), sales and marketing students, sales representatives, independent business owners, anyone with an interest in business tactics.

[Steve Susina · Rating 4 out of 5]

I would recommend this book as a great primer for someone new to digital marketing, looking to make the migration from a more traditional ad-driven approach. If you're already somewhat experienced in digital marketing--for example, you're already using a marketing automation platform--you probably already know the concepts in this book.

[Swarnendu De · Rating 4 out of 5]

Great book on lead generation.