The Definitive Guide to Lead Generation

Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.

Through the various lead generation tactics mentioned in this guide, a company can collect the contact information of potential targets in order to nurture them to eventually become customers. Lead generation is useful for all types of businesses, both small and large, and in both B2B and B2C companies—such as financial services, healthcare, and automotive organizations.

Lead generation strategies that are discussed in this guide include:
  • Content marketing and blogging
  • Website and SEO
  • Social media
  • Pay-Per-Click (PPC) advertising
  • Content syndication
  • Direct mail
  • Telesales
  • Email marketing
  • Lead nurturing and lead scoring
  • Testing and optimization
  • Lead generation metrics

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