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Maximizing Lead Generation: The Complete Guide for B2B Marketers (Que Biz-Tech) Paperback – 5 Jul 2011

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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.

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Most Helpful Customer Reviews on (beta) 21 reviews
13 of 13 people found the following review helpful
Lead Generation for the New Millenium 30 July 2011
By Catherine E. Shearer - Published on
Format: Paperback Verified Purchase
In the last 10 years, the Internet and Social Media have altered the marketing landscape. However, some things remain the same, including the reality that lead generation is how a company motivates prospective customers to make a purchase.

In her engaging, almost conversational style, Ruth Stevens provides a clear definition for what is and isn't a lead. She explains the science behind lead generation and outlines clear steps that any marketer can follow.

Rather than inundate the reader with endless case studies, those chosen are targeted to showcase how a company used a specific concept to achieve success. The samples of what made a specific campaign work are both interesting and informative.

Once she demonstrates the necessity to plan a lead-generation campaign, Stevens provides information on the tools a marketer needs in his or her arsenal of tools in order to achieve success.

In our ADD-world, Stevens promotes use of lead-generation basics such as databases and paying attention to best practices to develop the most effective plan. She provides ample charts and tables the reader can replicate to measure the cost, effectiveness and rationalization for each metric or media chosen. One of my favorite points at this junction is that Stevens does not advocate any one metric or media choice as the Holy Grail; instead, she clearly delineates the uses and best use for a plethora of choices.

Embracing the changing vista in marketing, Stevens explains how to use content as a valuable source of advice to entice potential customers to raise their hand. She demystifies the landing page and promotes the use of several to extend your reach and attract a broader range of leads.

She then explains how to measure the potential of the lead and provides clear steps on nurturing the lead throughout the buying process. She goes so far as to offer three easy steps for lead qualification success.

For a thin book (just under 200 pages), the subject of lead generation is dissected and diced so that both the neophyte and expert will find something new and exciting. By embracing how the Internet has changed marketing, Stevens demonstrates how certain social networking tools can be used to help develop prospective leads. What I specifically enjoyed at this junction was the clear explanation for what social media tools could and can't offer you lead generation efforts.
8 of 8 people found the following review helpful
An Essential B2B Marketing Resource 19 July 2011
By Steve - Published on
Format: Paperback
So many marketing books these days are long on theory, but short on practical how-to tips. Ruth P. Stevens' new book explains the what, how and why of modern B2B marketing.

Ruth is a database marketing expert, so it's no surprise that her book goes into great detail about how B2B marketers need to segment their database and plan outbound communications according to the needs of groups of customers. And unlike other B2B marketing books out there today, she goes into detail about how to take a campaign from the planning stages through to execution.

I really like how she explained how to determine what a lead is (essential for sales and marketing alignment), how to get great work from contractors and agencies and what to think about as you plan to buy marketing automation technology.

Any B2B marketer could do themselves a big career-boosting favor and keep this book close at hand.
9 of 10 people found the following review helpful
Want to learn how to generate leads in this crazy-busy marketplace? 29 July 2011
By Will Crist - Published on
Format: Paperback Verified Purchase
When you have great sales people, don't burden them with the task of generating highly qualified leads. That is one of the messages from this timely book. Ruth Stevens knows whereof she speaks. She has had plenty of experience in the marketing world, having been at the senior management level in several major companies like IBM, Ziff-Davis, and Time-Warner. What if your sales people could spend 90% to 100% of their time building trust, identifying the painful problems, discovering the budget of time, resources, and money to fix the problems, and getting to a decision about solving the problem?

Stephens makes the case for marketing's responsibility (or the company's responsibility) for generating the quantity of high-quality leads that will allow the sales person (and the company) to meet their quota of sales. Highly competent sales people have learned to use a selling system that will consistently lead to decisions. The better a sales person is at building trust quickly and leading the conversation to a truthful decision based on facts, the more focused their skill set. Lead generation requires a different skill set. Marketers should be equally proficient, but in their own skill set.

Stephens gives very clear directions on what lead generation is and how companies can go about it. If you want to hear the author discuss her ideas in greater detail, go to the Sales Lead Management Association's website: [...] and listen to the Juy 28th SLMA Radio Show.
3 of 3 people found the following review helpful
Keen Insight, Easy To Digest 9 Aug 2011
By steven rosenfield - Published on
Format: Paperback
The book offers clear, concise and proven methods to build revenues. Ruth's a top expert and her deep experience with lead generation is apparent.
3 of 3 people found the following review helpful
Very valuable information from a globally recognized B2B expert 31 July 2011
By Amazon Customer - Published on
Format: Paperback
Ruth Stevens' is an extremely knowledgeable consultant in B2B marketing. She's worked independently with organizations around the world after long training as director of direct marketing, North America, for IBM... VP of Marketing for Ziff-Davis's electronic publishing division... and at Time Warner in marketing and general management for Book of the Month Club and Time-Life Books.

She's taught at New York University and in Columbia University's Executive MBA program.

You could not find a more seasoned, practical, and helpful person to launch your B2B marketing efforts to a new level.

As Ruth knows, continual development of new leads is critical to the success of any business. This book tells you everything you need to know to plan, implement, and monitor successful lead generation efforts.

In today's tangled and worrisome economy, you can't afford to waste your money on so-called "experts" who don't deserve that title. Ruth is a true B2B expert and the wisdom she shares in her valuable new book will without doubt improve your business and career. Hers is a book the B2B segment of direct marketing vitally needs in 2011!
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