Learn to: * Create a lead generation plan * Work with both inbound and outbound marketing * Nurture your leads and track ROI on your campaigns * Use lead scoring and know when a lead is hot The comprehensive guide to mastering lead generation in today's complex market In the competitive world of the web, lead generation is key. If you've been trying to wrap your head around concepts like PPC, organic SEO, blogging, content marketing, and lead generation metrics, but can't seem to get it right, this book is the guide you need to get started and stay on the path to effective lead generation. * Begin your journey -- discover the elements of lead generation, as well as how to define your leads and lead generation goals * Connect your inbound efforts -- explore content marketing, blogging, social media, your website, and SEO as lead generation methods * Get down with outbound -- find out how to reach out and connect with potential leads via email, PPC ads, content syndication, and more * Measure your efforts -- dig into the nitty gritty of lead generation with the metrics used to measure success * Tactics and tips -- find out what pitfalls to avoid, lead generation experts to keep an eye on, and additional tactics for lead generation Open the book and find: * An overview of lead-generation techniques * Tips on building lead-generation teams * Tricks for website usability and design * Best practices for form design and calls to action * Details on SEO, blogging, social media, and more * Techniques to maximize e-mail marketing success * Content marketing and event marketing tips and tricks
Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.