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 Amazon.com (beta)
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.
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.
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.
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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