4
Using Lead-Generation
Tactics
THIS BOOK focuses on the seven most successful lead-generation tactics:
1. Search engine marketing
2. Social media advertising
3. Display advertising
4. E-mail marketing
5. Direct mail marketing
6. Cold calling
7. Trade shows
This chapter deals with tactical strategy—that is, how to use and test individual lead-generation tactics. Each of the seven most successful lead-generation tactics has its own characteristics, advantages, and disadvantages, but you can apply certain fundamental strategies and principles to all seven tactics. You should use these strategies and principles as a foundation for planning and executing each lead-generation campaign, no matter which tactic you use.
As I’ve said, your overall goal should be to test and deploy as many of these tactics as possible. Depending on the types of products or services you sell, your company may not need to use all seven tactics, but you should at least be aware of them, and understand how each tactic works. If possible, you should test all seven tactics to find out which ones are the most efficient and cost-effective for your business.
If only five of the seven tactics work for your company, use those five to maximum effect. If you find that certain tactics work better for you, scale up your efforts on those tactics to help meet the goals of your enterprise. The more actionable leads you can drive using these tactics in combination, the happier your sales department (and ultimately your shareholders) will be.
I will devote one chapter to each of these seven lead-generation tactics (except social media advertising, which requires two chapters). I’ll examine each tactic in depth, explore the theory behind it and how it works, and provide strategies for how to use each tactic to your best advantage. Most important of all, I’ll show you how to set goals and test and measure your results when using each of these lead-generation tactics. Only by continuously testing and measuring your results can you know how well each lead-generation tactic works for you.
Before we get into the details of tactical strategy, let’s take a quick look at how lead-generation tactics have evolved over the years.