Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI

Overview

KEEP LEADS FLOWING THROUGH YOUR SALES PIPELINE!

“Leads are the lifeblood of selling. This book is the lifeblood of lead generation.”-Jeffrey J. Fox, bestselling author of Secrets of Great Rainmakers

“If you can't generate a solid flow of good leads, your sales force-and your company-will fail. In this book you'll find practical and useful tools for building your sales and marketing efforts into a powerful system to generate high-quality ...

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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI: Boost the Quality and Quantity of Leads to Increase Your ROI

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Overview

KEEP LEADS FLOWING THROUGH YOUR SALES PIPELINE!

“Leads are the lifeblood of selling. This book is the lifeblood of lead generation.”-Jeffrey J. Fox, bestselling author of Secrets of Great Rainmakers

“If you can't generate a solid flow of good leads, your sales force-and your company-will fail. In this book you'll find practical and useful tools for building your sales and marketing efforts into a powerful system to generate high-quality leads.”-Neil Rackham, author of SPIN Selling

“Read this book and take the complexities out of your lead gen activities!”-Anthony Parinello, author, .Getting to VITO, the Very Important Top Officer

“Carroll provides many ideas and lists to help companies improve, manage, and measure their lead generation performance. He does an excellent job of describing the use of the major contact tools for lead generation and nurturing.”-Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University

Master the Three Key Elements to Generating Leads

  • Closed-loop feedback-Produces information from the sales force that can be converted to actionable tactics
  • An integrated database-Crucial for an accurate picture of return on marketing investment
  • Open dialogue-Good lead generation identifies, initiates, and nurtures relationships with the right people
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What People Are Saying

Neil Rackham
If you can't generate a solid flow of good leads, your sales force - and your company - will fail. Yet, for most organizations, lead generation is a hit-or-miss affair. In this well written book you'll find practical and useful tools for building your sales and marketing efforts into a powerful system to generate high quality leads.
—(Neil Rackham, author of SPIN Selling)
Anthony Parinello
Read this book and take the complexities out of your lead gen activities!
—(Anthony Parinello author, Getting to VITO, the Very Important Top Officer)
Jeffrey J. Fox
Leads are the lifeblood of selling. This book is the lifeblood of lead generation.
—(Jeffrey J. Fox, best selling author of Secrets of Great Rainmakers)
Mike Bosworth
Brian Carroll "gets" that marketing and sales must have a common definition of a lead and a "sales-ready" lead is a targeted decision maker who is curious how you have helped someone with the same job title in the same industry achieve a goal or solve a problem.
—(Mike Bosworth, author of Solution Selling and coauthor of CustomerCentric Selling)
Philip Kotler Ph.D
Philip Kotler, Ph.D., S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University
Carroll has provided a very helpful book for companies that are involved in complex sales. Too many marketing departments provide the sales force with a high number of leads but not with a high number of quality leads. Carroll provides many ideas and lists to help companies improve, manage, and measure their lead generation performance. He does an excellent job of describing the use of the major contact tools for lead generation and nurturing.
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Product Details

  • ISBN-13: 9780071458979
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 5/17/2006
  • Edition number: 1
  • Pages: 224
  • Product dimensions: 6.30 (w) x 9.30 (h) x 0.82 (d)

Meet the Author

Brian J. Carroll is founder and CEO of InTouch Incorporated, one of the first companies to provide lead generation solutions for the complex sale and recognized by Inc. magazine as one of America's fastest growing companies. He speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. Carroll has been featured in publications including The Wall Street Transcript, Sales and Marketing Management, and Inc. His blog, http://blog.startwithalead.com/weblog/ is read by thousands each week.

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Table of Contents

Ch. 1 Essential lead generation 3
Ch. 2 Marketing and sales : one team in the complex sale 13
Ch. 3 Defining your best lead 25
Ch. 4 Lead generation ROI depends on data quality 41
Ch. 5 The value of proposition 53
Ch. 6 Building the lead generation plan - critical success factors 69
Ch. 7 Synergies in tactics 79
Ch. 8 The phone 87
Ch. 9 E-mailing with credibility 99
Ch. 10 Public relations and lead generation 107
Ch. 11 Event marketing 115
Ch. 12 Lead generation on the Web 127
Ch. 13 Lead generation and direct mail 139
Ch. 14 Lead generation and referrals 145
Ch. 15 Blogs, podcasting, and the brave new world of lead generation 151
Ch. 16 Working with your leads 159
Ch. 17 ROI measurement and metrics 167
Ch. 18 Lead nurturing 181
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Sort by: Showing all of 7 Customer Reviews
  • Anonymous

    Posted December 21, 2006

    Supercharged lead generation program

    The old way of selling no longer works, particularly in business-to-business (B2B) sales. Information is readily available online for anyone interested in a product or service, making the salesperson almost obsolete - at least in the early stages of a customer¿s quest. That¿s why building relationships with prospects and nurturing qualified leads are more important in today¿s world of complex sales than cold calling or making pitches. Lead generation consultant Brian J. Carroll advocates having your marketing department manage a well-designed program to feed the sales pipeline. He covers the fundamentals of creating a lead generation strategy that emphasizes quality over quantity, from fashioning an ideal customer profile to using a variety of communication tactics to convey your message to potential customers. He also discusses how to nurture leads until they are sales-ready. We recommend this tactical update to anyone in B2B sales or to those who are pursuing a progressive lead generation strategy.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted June 14, 2006

    Marketing in a Comlex Sale environment made easy

    Selling and marketing in a B2B market is complicated by many factors. With the understanding from Brian's book there is a lot marketing managers and sales managers can do to improve the process. Lead generation is so expensive and yet often these leads go un-answered. Brian's book will help any marketer operating in a complex selling environment looking to drive incremental sales and profit.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted June 18, 2006

    Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI

    I've read the book four times so far, but still keep finding new bits and bobs which I missed at the previous reading. I love the sections where you explain the whole continuum from the first contact to the signing of the purchase order. In my experience, many managers and executives confuse B2B (complex sales) with B2C (simple sales), and mistakenly expect B2B buyers to proceed in their funnels at B2C velocity. They try to apply the B2C sales model of 'Find pain - make it hurt - overcome objections - close, close, close' to B2B situations and in doing so they turn many buyers off. But even after only four readings, I know I have to make space for this book on my little bookshelf next to my desk, that only contains the very few books I use on a daily basis. Lead Generation For The Complex Sale will be a very often used book. Great work Brian. You've opened a brand new keg of worms in many sales and marketing managers' minds.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted June 29, 2006

    Helpful information to decrease the sales and marketing divide

    With this book, Brian Carroll does a great job of providing effective demand generation tactics to help put sales and marketing on the same page. Coming to agreement on the front end of demand generation efforts, especially for determining the common definition for 'sales ready leads' and the 'ideal customer profile,' are critical to success. I recommend that all marketers read this book and use it as an opportunity to take a fresh look at their current demand generation strategies.

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  • Anonymous

    Posted June 18, 2006

    A must read for B2B marketers and execs

    Brian Carroll¿s new book, Lead Generation for the Complex Sale, is a must read if you are looking for ways to drive more and better quality leads for your sales team year round. I liked Brian's holistic approach which encompasses people, process and tool investments necesary for effective lead generation. And he even cites Elise Bauer, Pacifica Group partner, on the topic of thought leadership, a critical ingredient in delivering value in each customer communication. I¿ll highlight three of Brian¿s contributions which I most appreciated: 1)Universal lead definition ¿ bring sales and marketing leaders together to agree on criteria for a ¿sales ready¿ lead then hold both accountable for execution. 2) Multi-modal ¿ build a portfolio of different approaches (e.g. email, web, phone calls, PR, events, direct mail, referrals, etc.) so you have a steady stream of actionable leads. 3) Lead nurturing ¿ engage prospects with relevant, timely, and enticing information from the first point of contact to contract. It¿s about conversations not campaigns. If you take these three concepts (and more) that Brian talks about, you¿ll have a lead generation machine in place that will produce far better results from your sales and marketing efforts. Sridhar Ramanathan President, Pacifica Group

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  • Anonymous

    Posted June 25, 2006

    Great book

    Wonderful book with some great tips. A good read.

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  • Anonymous

    Posted December 13, 2008

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