The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI

Marketing expert David T. Scott identifies the seven most successful tactics--including email, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows--and reveals:

• when to use which tactics,
• how to use them cost-effectively,
• how each tactic has changed in recent years,
• and how lead generation tactics will continue to evolve in the future.

Most importantly, he shares how marketers can achieve the best results--actionable leads for their products and services--and help their companies succeed.

Featuring valuable tools for tracking costs and measuring results and indispensable advice that’s been thus-far absent from this emerging and in-demand field, The New Rules of Lead Generation takes a critical look at the most popular lead-generation strategies and shows marketers everywhere how to test new approaches on a limited budget, how to combine multiple tactics for a more powerful, integrated campaign, and how to capture the leads they need.