B–to–B Lead Generation Handbook – MarketingSherpa

• Step-by-Step Instructions from beginning to end of lead generation campaigns
• Over 150 Real-life Case Studies, tactics, how-tos
• 60 Stats, Data Charts and eyetracking heatmaps
• 158 creative samples

Improve Your Results (And the quality of your leads)

Since the year 2000, B-to-B marketing has undergone dramatic changes in strategy, budget, measurement, philosophy, and tactics. Today B-to-B marketers have largely taken over the role of lead qualification, cultivation, and nurturing from sales.

MarketingSherpa has been following the evolution of B-to-B marketing since 2000, with our Case Studies, Benchmark Guides and B-to-B Demand Generation Summits. Our B-to-B Lead Generation Handbook is the culmination of tens of thousands of hours of peer-driven research into the field. Very hands-on and practical, it takes you through all of the steps of successful demand and lead generation campaigns.

Advanced marketers will find inspiration to keep response levels high and stick to strategic best practices. It is also designed to be a training manual for staff that have not had the benefit of specific B-B experience. Bottom line, the goal of this handbook is to make your job easier while helping you to improve your results.

Step-by- Step Instructions – There are 531 pages that take you from beginning to end of a successful lead generation campaign.

• Beginning with pre-campaign research and preparation, the handbook takes you through all of the elements that go into campaign strategy.
• Using real-life examples that verify their effectiveness, choose from the variety of tactics that are now available to all B-to-B marketers.
• Find out how to create content B-B prospects adore.
• Go through all of the proven steps for lead qualification, cultivation and measurement.
• Bonuses include tips on how to make the Sales Department your best friends while at the same time getting CEOs to appreciate marketing.

Research Data & Useful Stats – Find out what your B-B marketing peers are doing, and what they think is working or not working. If you are looking for facts on how to convince upper management about the effectiveness of specific tactics or if you need help justifying budgets, this handbook gives you the data you need.

Creative Samples & Case Studies – We gathered over 300 Case Studies, creative samples and examples from high tech, professional services, manufacturing and other industries. You’ll be able to see how they used traditional media, trade shows, white papers, the Internet, and Web 2.0, and how well these tactics worked for them.

Top 10 Questions You’ll Want Answered

1. How can the sales and marketing team work together productively?
2. When does an inquiry become a lead and when do you hand it off to sales?
3. Do lead volume goals reduce lead quality?
4. How can you improve your search engine rankings?
5. What’s the best way to use SEO and PPC to reach hard-to-find prospects?
6. What are B-to-B copywriting rules that have been proven effective?
7. Is B-to-B demand generation ready for Web 2.0?
8. How do you get additional qualification information about prospects?
9. How do you set up successful nurture timing (and make sure your competition does not poach your leads)?
10. How can B-B marketers gain a seat at the management table?