Maximizing Lead Generation: The Complete Guide for B2B Marketers


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.


See more details below
$17.30 price
(Save 30%)$24.99 List Price
Other sellers (Paperback)
  • All (14) from $9.32   
  • New (10) from $13.74   
  • Used (4) from $9.32   
Maximizing Lead Generation: The Complete Guide for B2B Marketers

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac

Want a NOOK? Explore Now

NOOK Book (eBook)
$11.49 price
(Save 42%)$19.99 List Price


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 To:

• 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

Read More Show Less

Product Details

  • ISBN-13: 9780789741141
  • Publisher: Que
  • Publication date: 7/19/2011
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 224
  • Sales rank: 497,564
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

RUTH P. STEVENS consults on customer acquisition and retention, and teaches marketing at Columbia Business School. She is past chair of the DMA BusinesstoBusiness Council, and past president of the Direct Marketing Club of New York. Crain’s BtoB magazine named her one of the 100 Most Influential People in Business Marketing, and the Sales Lead Management Association listed her as one of 20 Women to Watch in lead management. She is the author of Trade Show and Event Marketing and has been a columnist and feature writer for DMNews, DIRECT, and EXPO magazines. Currently a director of Edmund Optics, Inc., she has held senior marketing positions at Time Warner, Ziff-Davis, and IBM. She holds an MBA from Columbia University.

Read More Show Less

Table of Contents

About the Author vii

Acknowledgments vii

We Want to Hear from You viii

1 The Case for Lead Generation 1

Defining Terms:What a Lead Is and What It Is Not 2

How Lead-Generation Campaigns Differ from Other Types of Marketing Communications 4

The Lead-Generation Process 6

Market Research for Lead Generation 10

Organizational Roles and Responsibilities for Lead Generation 12

Case Study in Lead-Generation Excellence: How Anritsu Reached Key Decision Makers with a Three-Touch Campaign 13

2 Campaign Planning: You Can’t Leave It to Luck 19

Who? What? When? Where? Breaking Down the Buying Process 20

May I Have This Dance? 23

How Will You Know When You’re There? 24

The Goldilocks School of Lead Flow Planning 25

Planning for Your Campaign Budget 28

3 The Marketing Database: Not Sexy, But Essential to Success 33

Data Sources and Types 34

Data Fields You Need for Lead Generation 46

Data Hygiene Best Practices 50

Database Analysis, Segmentation, and Modeling 54

4 Campaign Development Best Practices 59

Best Practice I: Research and Testing 60

Best Practice II: The New Importance of Content Marketing 66

Best Practice III: Marketing Automation 71

Case Study: When the Chips Were Down, Marketing Got Automated 73

5 Campaign Media Selection 75

B-to-B Lead Generation Media: The Top Five 77

Set the Stage for Lead Generation with PR 84

B-to-B Lead Generation Media: Three to Avoid 86

Using Web 2.0 for Lead Generation 88

How to Select the Right Media Mix 92

Mixing It Up: Multiple Media 93

6 Campaign Execution 101

Campaign Target Selection: Finding the Winning Combination 102

Seven Steps to Successful Lead-Generation Creative 106

How to Develop Offers They Can’t Refuse 110

Getting the Best Work from an Agency or Creative Freelancers 118

7 Response Planning and Management 123

Response Management Step-by-Step 124

Six Strategies to Capture the Response Data You Need 124

The All-Important Landing Page 126

Why Responses Are Often Mishandled 131

Inquiry Fulfillment: The Beginning of a Beautiful Relationship 132

Six Rules of Fulfillment 134

8 Lead Qualification 139

Setting Qualification Criteria: Can’t Beat BANT 140

What to Ask and When to Ask It 141

Need for Speed: Moving Qualified Leads into the Pipeline 142

Lead-Ranking Strategies 145

Qualifying Leads at a Trade Show or Event 150

Marketing Checkup for Telephone-Based Lead Generation and Qualification 151

The Whos and Hows of the Handoff 153

9 Lead Nurturing 157

A Marketing Function with a Big Sales Benefit 158

The Lead-Nurturing Process, Step by Step 159

Nurturing Best Practices 161

Case Study: How a Comprehensive Rethinking of Lead Generation and Management Strategy Improved Lead-Nurturing Response Rates and Lowered Costs 167

10 Metrics and Tracking 175

Response Rate 176

Cost Per Lead 179

Inquiry-to-Lead Conversion Rate 181

Lead-to-Sales Conversion Rates 182

Expense-to-Revenue Ratio (E:R) 183

Seven Techniques for Tracking Leads to Closure 185

When a Lead Doesn’t Close 190

11 The Fast-Evolving Future of Lead Generation 191

1. More and Better Marketing Automation 192

2. Sales and Marketing Will Finally Get on the Same Page 192

3. New Data Sources for Prospecting 193

4. Social Media Will Get Real for Lead Generation 193

5. Affinity Marketing Will Come to B-to-B 194

6. Face-to-Face Events Will Resume Their Importance 194

7. New Ways to Nurture 195

8. Ever-Evolving Customer Behavior 196

9. More and Better Video 196

10. Mobile Will Happen 197

Index 199

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)