The New Rules of Lead Generation Marketing

Lead-generation marketing is the backbone of your company’s marketing efforts – it’s the unseen force enabling you to bring in prospective customers and convert them into actual dollars. Yet lead-generation is one of the least understood forms of marketing, with most marketing managers and executives forced to learn it on the job as they go.

If you’re like many marketing managers, your knowledge of lead-generation marketing may be limited to just the techniques you regularly use. Packed with indispensable tools for analyzing your efforts, The New Rules of Lead Generation examines both tried-and-true and emerging digital lead generation channels.
Taking an in-depth, strategic look at the seven most-successful lead-generation approaches that companies are using today — including email, direct mail, search engine marketing, banner and social media advertising, cold calling and trade shows — The New Rules of Lead Generation reveals how to synchronize the different lead generation methods into a cohesive program designed to efficiently and cost-effectively maximize results for your organization.

Furthermore, this book will help you to:

• Define the types of leads your company is seeking, and what kind of action you want potential customers to take:
• Set specific goals for your lead-generation campaign
• Apply a basic five-step process to each of the seven most successful lead-generation tactics
• Understand and measure the overall costs of your lead-generation efforts
• Try out new approaches on a limited budget
• Test your lead-generation results to determine the success of your efforts

Whether your company is in the initial stages of developing a lead-generation strategy, or your present line of attack is falling short, this essential, ‘big picture’ book provides you with solid, state of the art guidance for obtaining a higher, more consistent level of quality leads that will contribute to your company’s growth.

The Essential Guide to Small Business Marketing

Small businesses are essential to a healthy economy. Unfortunately, 80% of them fail within the first year simply because they couldn’t attract enough paying customers.

While most entrepreneurs start their businesses because they are great at what they do, they don’t always have the sales or marketing experience needed to succeed. But the only way they can truly succeed is to build a brand that represents the quality of their work and to know how to acquire customers as cost-effectively as possible. Deftly crafted in two parts, The Essential Guide to Small Business Marketing offers simple yet extremely useful and realistic ways for entrepreneurs to build their brand and grow their customer base.

In Part I of the book, he covers brand marketing for small businesses with topics such as:

• How to create a positive image of your business in the mind of your potential customer
• How to develop a successful brand identity that fits the nature of the business
• Which marketing collateral is essential and how to develop it
• How to establish yourself as a leading expert in your field

In Part II of the book, David focuses on how to use lead-generation tactics to reach out to and bring customers to you by showing you how to:

• Develop a successful “daily deal” promotion and turn a profit on it
• Use Search Engine Optimization to help your website rank higher in “natural” search engine results, using five key elements that the “web crawlers” look for when indexing a site
• Set up a referral program that will spread the word about your business to the right customers
• Build a nurture program that will help develop a long-term customer base and sustain your business for years to come