Rothman Dayna. Lead Generation For Dummies

Wiley, 2014. — 384 p. — ISBN: 978-1118816172.The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn the basics of lead generation, inbound and outbound marketing, lead nurturing, ways to track ROI, and how to score leads to know when one is "hot".Follow the steps to create your own personalized lead generation plan and learn how to sidestep common pitfalls.