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Synopsis

Lead-generation marketing is evolving rapidly, but many companies are still using the same methods they always have. How can a marketer know which lead generation tactics will provide them with the best, most actionable leads for their products or services? What’s been missing—until now—is a strategic look at how lead-generation tactics can work together to produce the maximum number of quality leads. In The New Rules of Lead Generation, marketing expert David T. Scott examines the seven most successful tactics, including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows. He reveals when to use which tactics, how to use them cost-effectively and get the best results, and how each tactic has changed in recent years and will continue to evolve in the future. Readers will also discover how to test new approaches on a limited budget and how to combine multiple tactics for a more powerful, integrated campaign. Featuring valuable tools for tracking costs and measuring results, this indispensable book shows marketers everywhere how to capture the leads they need to help their companies succeed.

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    Missed opportunity

    Expected muuuch more from this book. If you're a marketeer with already some (digital) advertising background (not necessarily a lead generation expert), you will pick up very limited extra knowledge via this book, apart from getting a listing & definitions of existing tools. The author is expert in kicking open doors though, and exploring obvious principles that any professional marketeer with seniority already masters. The comment you'll often read: "what's good & what's bad to do, it all depends the industry you're in". I didn't find a solid answer on many important strategic questions like: should I still invest in e-mail marketing in today's spam environment? What part of my mkt budget should I invest in lead generation. How much should I invest in display advertising vs lead advertising? So in a nutshell: if you just want just an overview of the available lead generation options, and their definitions. Then buy this book. If you want to be triggered & inspired (unlike the dry/clercky writing style of this book), and get solid strategic guidance to start optimizing your lead generation strategy tomorrow... look further.

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    Muito bom!

    Livro muito bom, recomendo para quem deseja criar um departamento comercial ou explorar as mídias online.

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