Table of Contents
Foreword xiii
Introduction 1
About This Book 1
Conventions Used in This Book 2
Foolish Assumptions 2
Icons Used in This Book 2
How This Book Is Organized 3
Part I: Getting Started with Lead Generation 3
Part II: Connecting Inbound Marketing and Lead Generation 3
Part III: Linking Outbound Marketing with Lead Generation 4
Part IV: The Middle of the Funnel 4
Part V: Measuring Your Lead Generation Efforts 4
Part VI: The Part of Tens 5
Beyond the Book 5
Where to Go from Here 5
Part I: Getting Started with Lead Generation 7
Chapter 1: Beginning Your Lead Generation Journey 9
Chapter 2: Identifying Your Leads 19
Chapter 3: Setting Your Lead Generation Goals 27
Chapter 4: Choosing the Right Technology 45
Chapter 5: Building a Rock-Star Team 57
Part II: Connecting Inbound Marketing and Lead Generation 71
Chapter 6: Generating Leads with Content Marketing 73
Chapter 7: Putting Your Best Foot Forward with Your Website 99
Chapter 8: Humanizing Your Brand with a Blog 117
Chapter 9: Creating Lasting Relationships Through Social Media 141
Chapter 10: Getting Found Through Search Engine Optimization 183
Part III: Linking Outbound Marketing with Lead Generation 205
Chapter 11: Helping Buyers Find You with Pay-Per-Click Ads 207
Chapter 12: Casting a Wide Net with Content Syndication 223
Chapter 13: Targeting with a Personal Touch Through Direct Mail 235
Chapter 14: Seizing the Opportunity to Connect Through Events 245
Chapter 15: Creating the Final Touch with Inside Sales 275
Part IV: The Middle of the Funnel 289
Chapter 16: Communicating Through Email Marketing 291
Chapter 17: Learning the Basics of Lead Nurturing 307
Chapter 18: Perfecting Your Lead Generation Techniques with Lead Scoring 313
Part V: Measuring Your Lead Generation Efforts 319
Chapter 19: Testing and Optimizing Your Campaigns 321
Chapter 20: Developing Lead Generation Metrics 329
Part VI: The Part of Tens 339
Chapter 21: Ten Common Lead-Generation Pitfalls 341
Chapter 22: Ten Lead-Generation Influencers to Watch 345
Chapter 23: Ten Powerful Lead-Generation Tactics 349
Index 353