Chapter 1: Lead GenerationLead Generation Lead Generation is a set of activities aimed at generating interest around a product or service through methods such as 1. content marketing (blogging, podcasts, free downloads); 2. advertising (PPC, banner ads, Yellow Pages, sponsoring an event); 3. referrals (recommendations from existing customers and other people); 4. outbound marketing (cold email, cold calling), and 5. partnerships (joint ventures, affiliate marketing).: The Call to Action

The call to action is the most important element of any lead generation activity. It is the part of your email, web page, landing page or other device that causes the reader to act (hence the name).

Chapter 2: Lead Generation: Sowing the Field

The internet dramatically changed yesterday’s lead generation scenario. Today a buyerBuyer A buyer is an individual or organizational entity that purchases a product or subscribes to a service. will conduct extensive online research into your productProduct Product refers to anything (an idea, item, service, process or information) that meets a need or a desire and is offered to a market, usually but not always at a price. category, comb through third-party product comparisons and evaluations, scope out trade shows, and interact with other buyers in forums and social media. Any promotion they might receive from you will likely hit the round file (virtually or literally) as they’re busy making up their own minds using their own sources.

Chapter 3: Lead Generation: Purchasing Lists for Leads

Today it is common to leave sales reps doing what they do best: closing sales. The job of lead generation is left to MarketingMarketing Marketing is the field, set of actions, or practice of making a product or service desirable to a target consumer segment, with the ultimate aim of effecting a purchase.. As anyone informed will tell you, leads is a quantity game: The more prospective targets you can reach out to, the more leads you will get back. It often happens, then, that marketing will purchase lists of potential prospects instead of manually trying to seek them out, then isolate and promote to them.

Chapter 4: While You’re Home With Your Family, Your lead Generation Machine Rolls On

It used to be that businesses owners would sweat the holidays: leads and sales were not being made. But on a holiday, while your employees are enjoying time with their families, at least your lead generation machine can keep right on chugging—thanks to the internet.

Chapter 5: Lead Management: Nurturing the Leads

Today astute companies not wishing to simply waste the leads they get—whether super hot or lukewarm—are instituting ways of nurturing leads before sending them onto sales. It is part of an overall lead management system that makes it possible to utilize nearly everything that comes in the door.

Chapter 6: Lead Management: Five Cold Calling Basics

Today cold calling is normally done as a part of lead management. This calling is frequently done by an inside sales repInside Sales Rep Inside Sales Rep is a salesperson who conducts most sales processes remotely via the phone or online. to qualify and make the lead “hotter” before sending it to a sales rep who will be going for the close. Nonetheless there is still a very narrow window in which to interest them, and an inside salesperson must have some basic operating actions and skills to bring prospects up to being “sellable.”