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Cheat Sheet
by Dayna Rothman
Lead Generation For Dummies
Introduction
Introduction
About This Book
Conventions Used in This Book
Foolish Assumptions
Icons Used in This Book
How This Book Is Organized
Part I: Getting Started with Lead Generation
Part II: Connecting Inbound Marketing and Lead Generation
Part III: Linking Outbound Marketing with Lead Generation
Part IV: The Middle of the Funnel
Part V: Measuring Your Lead Generation Efforts
Part VI: The Part of Tens
Beyond the Book
Where to Go from Here
Part I: Getting Started with Lead Generation
Chapter 1: Beginning Your Lead Generation Journey
Growing Your Business
Finding more leads
Enhancing prospect relationships
Maximizing your spending
Being more strategic
Tying It All Together
Inbound marketing
Content marketing
Website
Blog
Social media
Search engine optimization
Outbound marketing
PPC (pay-per-click) advertising
Content syndication
Direct mail
Event marketing
Inside sales
Email marketing
Lead nurturing and lead scoring
Chapter 2: Identifying Your Leads
Defining Your Leads
Assessing demographic fit
Applying firmographic profiles
Qualifying leads with BANT
Defining Your Sales Funnel
Understanding your funnel stages
Early-stage buyers
Mid-stage buyers
Late-stage buyers
Chapter 3: Setting Your Lead Generation Goals
Defining Your Key Metrics
Asking important questions
Establishing your goals
Crafting Your Road Map
Setting up your plan
Creating a timeline to hit objectives
Building a Business Case
Choosing your stakeholders
Coming up with your list of needs
Developing your presentation slide deck
Aligning Your Sales and Marketing Teams
Crafting a sales and marketing workshop
Managing your service-level agreements
Chapter 4: Choosing the Right Technology
Defining Your Options
Discovering Customer Relationship Management (CRM)
Looking into Marketing Automation
Exploring Email Service Providers (ESP)
Investigating Social Media Tracking Tools
Looking at Social Media Management Tools
Discovering Website Tracking Tools
Making the Right Choice
Planning your resource investment
Training your team
Chapter 5: Building a Rock-Star Team
Identifying Who You Need for Success
Marketing programs manager
Social media manager
Content marketing manager
Marketing operations manager
Online marketing manager
Creative design manager
Event marketing manager
Recognizing the Right Traits for Success
Having a solid understanding of technology
Possessing fantastic communication skills
Owning analytics
Looking at Recruiting Options
Leveraging LinkedIn
Contracting an outside recruiting firm
Posting a job listing
Part II: Connecting Inbound Marketing and Lead Generation
Chapter 6: Generating Leads with Content Marketing
Exploring Content
Being a thought leader
Leveraging promotional content
Considering different forms of content
Delving into Content Planning
Developing buyer personas
Mapping buying stages
Working with a content grid
Creating content arcs and themes
Doing More with Less in Your Content Marketing
Coming up with your big rock content pieces
Slicing and dicing
Repurposing
Rewriting and redesigning
Defining Content’s Relationship with Other Lead Generation Efforts
Email
Social media
Website
Blog
Webinars and presentations
Paid programs
Chapter 7: Putting Your Best Foot Forward with Your Website
Exploring Website Usability and Design
Making your site scannable
Implementing clear conversion paths
Improving website readability
Creating Calls-to-Action (CTAs) That Convert
Working with CTA best practices
Leveraging the home page CTA
Including an obvious contact link
Offering a chat option
Developing Landing Pages That Work
Sticking with short forms
Designing for success
Chapter 8: Humanizing Your Brand with a Blog
Inspiring Readers with Your Blog Content
Going from promotional content to thought leadership
Making sure each post is visual
Newsjacking
Creating Clear Conversion Goals
Placing your blog subscription forms
Including related resources
Leveraging Social Sharing
Adding a Twitter Tweet/Share button
Adding a Facebook Like button
Adding a LinkedIn Share button
Adding a Google +1 button
Adding a Pinterest Pin It button
Handling Commenting on Your Blog
Identifying a Guest Blogging Network
Creating your blog guidelines
Deciding your guest blog cadence
Creating an Internal Blogging Program
Developing internal guidelines
Evangelizing your program
Crafting incentives for participation
Chapter 9: Creating Lasting Relationships Through Social Media
Sharing on Social Media
Utilizing the 4-1-1 rule
Creating contagious content
Getting the Most out of Facebook
Understanding engagement
Telling a visual story
Developing Promoted Posts
Creating sponsored stories
Promoting through Facebook ads
Developing Facebook tabs
Tracking your results
Leveraging Twitter
Messaging through Twitter
Building promoted posts in search and timeline
Promoted accounts and trends
Configuring your Twitter Lead Generation Cards
Tracking your results
Engaging Through LinkedIn
Building out and optimizing your company page
Joining and starting LinkedIn Groups
Leveraging LinkedIn Sponsored Updates
Setting up LinkedIn ads
Building Your Google+ Presence
Acknowledging the relationship between Google+ and search engine optimization (SEO)
Getting noticed with Google+ Hangouts
Getting Visual with Pinterest
Pinning your top assets
Promoting your events through images
Showcasing your company culture
Attracting Attention with SlideShare
Optimizing SlideShare for SEO
Collecting leads through forms
Chapter 10: Getting Found Through Search Engine Optimization
Maximizing Different Traffic Sources
Discovering site visitors with organic search
Attracting site visitors with paid search
Knowing Your Search Engines
Grasping Google
Embracing Bing
Looking at Yahoo!
Making the Most out of Google Algorithm Updates
Understanding Hummingbird
Avoiding over-optimization
Getting quality link-backs
Leveraging authentic content
Connecting social media
Choosing Your Keywords
Building a better keyword list
Optimizing for keywords
Creating power content
Perfecting On-Page SEO
Assigning title tags
Structuring your URLs
Wording your meta description
Utilizing Links in a Natural Way
Starting with on-page links
Leveraging influencer relationships
Defining Your SEO Measurements and Analytics
Part III: Linking Outbound Marketing with Lead Generation
Chapter 11: Helping Buyers Find You with Pay-Per-Click Ads
Getting Started
Starting a Google AdWords account
Creating your offer mix
Defining your audience
Choosing your keywords
Making ad-specific landing pages
Creating Your Ad Copy
Targeting and relevancy
Crafting your title
Writing your ad copy and CTAs
Creating a sample PPC ad
Tracking Your Ad Performance
Google Quality Score
Exploring basic PPC metrics
Creating conversion tracking
Chapter 12: Casting a Wide Net with Content Syndication
Accomplishing Your Goals with Content Syndication
Generating targeted leads
Considering SEO implications
Working with paid content syndication
Choosing the right content
Choosing the right vendor
Testing in paid content syndication
Implementing Non-Paid Content Syndication
Sharing your content through Really Simple Syndication (RSS) feeds
Sharing your content through social media
Chapter 13: Targeting with a Personal Touch Through Direct Mail
Making Direct Mail Work for You
Setting your objectives
Defining your audience
Choosing your offer
Syncing to your marketing automation
Focusing on Creative Execution
Choosing the right medium
Avoiding the junk mail look
Having an Integrated Approach
Chapter 14: Seizing the Opportunity to Connect Through Events
Leading Through Webinars
Educating your audience
Setting up your webinar program and calendar
Knowing what to do before an event
Creating the right presentation
Repurposing your webinar content
Testing out sponsored versus hosted webinars
Building Your Virtual Event Presence
Creating your presence
Including thought leadership
Hosting your own virtual event
Engaging Your Audience Through Physical Events
Setting the stage and creating a theme
Attracting an audience with games and interactive booth tools
Generating demand with contests and sweepstakes
Choosing booth content and swag
Consider guerilla and outdoor marketing at your events
Syncing with marketing automation
Having an Event Promotion and Follow-Up Plan
Thinking about pre-event promotion
Engaging during an event
Perfecting the follow-up
Chapter 15: Creating the Final Touch with Inside Sales
Forming an Inside Sales Team
Hiring the best
Setting goals and quotas
Syncing Your Marketing Automation Tool with Your CRM
Providing interesting moments to sales
Enabling sales to send trackable emails
Defining the Lead Path
Marketing-qualified leads (MQLs)
Sales-accepted leads (SALs)
Sales-qualified leads (SQL)
Enabling Your Sales Team with Content
Developing sales presentations
Providing collateral
Training your sales team
Part IV: The Middle of the Funnel
Chapter 16: Communicating Through Email Marketing
Reaching the Right People
Keeping your data clean
Segmenting and targeting
Considering paid email programs
Engaging with Email
Navigating the email opt-in
Keeping yourself out of the spam filter
Listening to social cues
Designing Emails
Writing a compelling subject line
Crafting copy that converts
Including visual design
Keeping it mobile-friendly
Placing your calls-to-action (CTAs)
Practicing Basic Email Metrics
Chapter 17: Learning the Basics of Lead Nurturing
Setting Up a Basic Lead Nurturing Campaign
Incoming lead-processing campaigns
“Staying in touch” campaigns
Accelerating leads down the funnel
Using interest-based campaigns
Recycling leads
Going Beyond Email to Multichannel Nurturing
Chapter 18: Perfecting Your Lead-Generation Techniques with Lead Scoring
Establishing the Basics of Lead Scoring
Knowing the difference between implicit and explicit scoring
Defining active versus latent buying behavior
Creating a Scoring Model
Setting up your scoring matrix
Prioritizing sales time
Part V: Measuring Your Lead Generation Efforts
Chapter 19: Testing and Optimizing Your Campaigns
Understanding How to Test
A/B testing
Optimizing through multivariate testing
Creating Your Ideal Testing Process
Formulating your question
Defining success
Constructing your hypothesis
Conducting your test
Checking Your Tests off of the List
Chapter 20: Developing Lead-Generation Metrics
Designing Programs to be Measurable
Creating obtainable goals
Measuring in a marketing automation platform
Building a revenue modeler
Measuring and Optimizing Your Programs
Tracking investment
Knowing the most common metrics
Working with first-touch and multi-touch attribution
Tracking influence
Knowing the Challenges of Lead-Generation Metrics
Part VI: The Part of Tens
Chapter 21: Ten Common Lead-Generation Pitfalls
Measuring Quantity over Quality
Not Understanding Your Audience
Not Paying Attention to Buying Stage
Serving Up Only Promotional Content
Including too Many Calls-to-Action
Don’t Rely Only on Inbound Marketing for Lead Generation
Not Aligning Sales and Marketing
Failing to Nurture Leads after Acquisition
Not Testing Your Campaigns
Being Boring
Chapter 22: Ten Lead-Generation Influencers to Watch
Seth Godin
Guy Kawasaki
Jay Baer
Chris Brogan
Jon Miller
Gary Vaynerchuk
Mari Smith
Ardath Albee
Ann Handley
Robert Scoble
Chapter 23: Ten Powerful Lead-Generation Tactics
Going Guerilla
Making Viral Videos
Delving into Influencer Marketing
Using Memes
Creating Campaigns Around Current Events
Engaging with Infographics
Trying a Jingle or a Song
Introducing a Google Hangout Series
Creating “Chocolate Cake” Content Pieces
Using an Automated Voicemail in a Campaign
About the Author
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