The whole point of marketing is to generate leads. Lead generation can be defined as the initial interaction between a potential customer and a business offering some type of product or service, capturing that person’s attention and persuading them to be interested in said product or service, and eventually convincing them to buy. Leads produce interested potential customers, interested potential customers are converted to buyers, and sales lead to profits. Business 101 right?
Except it’s not that simple anymore. There was a time not so long ago when all a business had to do to generate leads was to take out some ads in the Yellow Pages and the local newspapers and some magazines, maybe do some direct mail marketing, and perhaps some radio and TV commercials. But things have changed.
The digital age has greatly expanded opportunities, but it has also made lead generation much more complicated. Today’s consumer is bombarded with information daily, and to capture their attention businesses need to learn new techniques and approaches. To do that they need to learn, and that, as always, can best be done by reading books.
There are some excellent books on lead generation from a cutting-edge point of view available right now. Here are a few of the best.
(click on the book images to snap one up from Amazon today)
The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI
Author David T. Scott breaks down modern-day lead generation into seven essential tactics and discusses how and when to use them to achieve the best results. He also takes a close look on how to do so on a limited budget and how to combine these tactics into a winning marketing strategy.
Maximizing Lead Generation: The Complete Guide for B2B Marketers
Ruth P. Stevens has earned a global reputation by approaching lead generation from a scientific point of view. She takes the reader on an in-depth journey into the subject from beginning to end, with an eye towards the latest technologies and techniques.
Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI
Brian Carroll draws on his long experience in business, currently as the CEO of Touch Inc., to offer a comprehensive back-to-basics primer to lead generation that still takes into account the realities of a digital world. A melding of traditional, time-proven wisdom with the latest marketing approaches.
We Are All Weird: The Rise of Tribes and the End of Normal
Seth Godin is well-known as the modern-day guru of marketing theory from an existential viewpoint. Although this book isn’t about lead generation specifically, the author’s insights into the mind of the modern consumer are invaluable. He makes the point that people today are looking for products and services that make them feel like they are an individual and not just a part of an innumerable, faceless crowd. Maybe even make them feel a little bit weird.
The DNA of Marketing
This is what it’s all about. Great leads arise from great marketing. This is an excellent introduction to the basics of what effective marketing is all about from Ira S. Kalb, again using seven core principles that were as true yesterday as they are today. A must read for those wishing to gain a solid foundation in the fundamentals of marketing and lead generation.
So the next time you’re ready to sit down in your favourite easy chair in front of a roaring fireplace with your favourite beverage and a good book, consider one of these classics. They’re not only enjoyable to read, but you’ll be learning how to increase business and profits at the same time.