Maximizing Lead Generation: The Complete Guide for B2B Marketers

Maximizing Lead Generation: The Complete Guide for B2B Marketers

by Ruth P. Stevens


View All Available Formats & Editions
Usually ships within 6 days


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

Product Details

ISBN-13: 9780789741141
Publisher: Que
Publication date: 07/19/2011
Series: Que Biz-Tech Series
Pages: 224
Product dimensions: 5.90(w) x 8.90(h) x 0.70(d)

About 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.

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

Customer Reviews