Marketo Report: The Definitive Guide to Lead Generation
Ever wish you knew everything there was to know about lead generation in the age of social media marketing? Here's your opportunity to take a giant step in that direction with a 160-page report on the subject from Marketo.
The free, downloadable report is chock-full with a rich mix of information in the form of graphs, charts, tables, stats, studies, checklists, how-to's, and bright, playful graphics that make it easy on both the eye and the brain. In fact, its clever design and presentation itself can serve as a model for how to present information effectively.
Lead generation strategies discussed in "The Definitive Guide to Marketing" include the following:
- Content marketing and blogging
- Website and SEO
- Social media
- Pay-per-click (PPC) advertising
- Content syndication
- Direct mail
- Email marketing
- Lead nurturing and lead scoring
- Testing and optimization
- Lead generation metrics
The content ranges from the basic (how to blog) to more advanced techniques such as how to track clicks and "hovers" from visitors to your sites. The report also includes brief Q&As with marketing experts on each topic it covers, as well as studies from leading market research firms and well-known social media experts. There also are helpful tools such as a lead-scoring checklist and sample schedules for various types of marketing campaigns.
Here's a sample of a tip on PPC search ads on using negative keyword campaigns:
Consider using negative PPC keywords, e.g., keywords that will cause your ad to not trigger. For example, if you sell high-end jewelry and are bidding on the word "watches", you might exclude any search that has the word "cheap". Remember your PPC campaigns are budgeted by cost-per-click, so every click makes a difference to your bottom line. Excluding specific words or phrases that aren't relevant to your product or service can help you reach your ideal prospects.
At the end of the report, Marketo provides a list of contributors with contact information and URLs, sorted by topic.
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