Maximizing Lead Generation: Sales Lead Management Association

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Maximizing Lead Generation

Ruth P. Stevens | Resources > From the section: Book Reviews

December, 04, 2013 |

Retail: $24.99 Amazon $14.86 Kindle $9.00 Barnes & Noble $16.50 Nook $10.99 Maximizing Lead Generation The Complete Guide for B2B Marketers

206 Pages, Paperback, Published by Que Publishing. Que offers a Free on-line edition with the purchase of the printed version. Buy the book, get a free electronic copy.

This is an SLMA recommended book. I always enjoy reading Ruth's work and this is no exception. This the size of most B2B business books and it is a fast, comfortable read. There are eleven chapters, nine "tips," three case studies and many charts, graphs and tables which are very useful as stand-alone teaching/coaching/proof statements. The chapters are:

The Case for Lead Generation
Campaign Planning: You Can't Leave it to Luck
The Marketing Database: Not Sexy, But Essential to Success
Campaign Development Best Practices
Campaign Media Selection
Campaign Execution
Response Planning and Management
Lead Qualification
Lead Nurturing
Metrics and Tracking
The Fast-Evolving Future of Lead Generation

I especially enjoyed Chapter 2 which has a Lead Requirements Worksheet (Table 2.3), Calculating Your Campaign Cost Per Lead (table 2.4), and Calculating Break Even Campaign Response Rates (table 2.5). There is a lot to learn in Chapter 5 on Campaign Media Selection; some great tips there. The time devoted in Chapter 7 to Response Planning and Management is worth the cost of the book alone. There are some surprising stats from a table (8.6) on page 156 entitled "How B-to-B Marketers Implement Best Practices," reprinted with the permission of Marketing Sherpa. It drives me crazy to see that CRM systems to manage the lead process are only used by 51% of those surveyed or that only 44% measure lead generation's contribution to revenue. When will marketing management wake up to best practices that are in their own self-interest? Oh, and I read Chapter Nine (How Nurturing Pays Off) twice.

Considering the SLMA staff gets 2-3 books a month to review, we pick and choose those that we think are the most important to our membership which is comprised of both sales and marketing members. This book is worth the read and should be purchased in quantity (Staff and Senior Management). SLMA Tip: Place a sticky note and underlined parts you want people to review in the books you give away and they will be more likely to read it.

About the Author

Want to hear Ruth live talk about her book? Visit her on YouTube.
Ruth is a consultant on customer acquisition and retention. She teaches at Columbia Business School and is Past Chair of DMA Business to Business Council and Past President of the Direct Marketing Club of New York. She has been named by Crain's BtoB Magazine one of the 100 most influential People in Business Marketing. Ruth has been elected as one of the 50 Most Influential People in Sales Lead Management for three years running by the Sales lead Management Association and was also chosen as one of the 20 Women to Watch in Sales Lead Management in 2011. Ruth resides is New York and is with eMarekting Strategy

tel: 212-679-6486 cell: 646-263-8162 www.ruthstevens.com

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