Lead generation is the backbone of your company's marketing efforts-the unseen force enabling you to bring in prospective customers and convert them into actual sales. Yet lead generation is one of the least understood aspects of marketing, with most marketing pros forced to learn it on the job as they go. Lead-generation marketing is constantly changing, and many of the old rules no longer apply. The New Rules of Lead Generation takes an in-depth, strategic look at the seven most successful lead-generation approaches that companies are using today-including e-mail, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows-and reveals how to synchronize the different lead-generation methods into a cohesive program designed to efficiently, cost-effectively maximize results for your organization. This essential handbook shows you how to: Define the types of leads your company is seeking, and what kind of action you want potential customers to take, Set specific goals for your lead-generation campaign, Apply a key five-step process to each of the seven most successful lead-generation tactics, Understand and measure the overall costs of your lead-generation efforts, Try out new approaches on a limited budget, Test your lead-generation result to determine the success of your efforts Packed with indispensable tools for analyzing your efforts. The New Rules of Lead Generation examines both tried-and-true and emerging digital lead-generation channels. And while the book considers the rapid evolution of lead-generation marketing, it also provides you with the ideas and strategies that will always work, regardless of the latest gambits and shifting circumstances.