The New Rules of Lead Generation. Proven strategies to maximize marketing roi. David T. Scott
The New Rules of Lead Generation. Proven strategies to maximize marketing roi. David T. Scott. 2013. ISBN 9780814432617. The author is certainly very experienced in this role and topic. His point of view is measurement and so he gives a great baseline education for applying measurement to the suite of marketing tools available. He says this book is for companies that have whole teams to execute on sales and marketing and I tend to agree. Most small companies are really resource constrained. That said, his first five chapters are some of the best setup for any marketing team I have found so far. He brings a refreshing and pragmatic view to how sales and marketing should work together. He has a little something for everyone on these chapters and the ideas work. In his ending chapters he talks about some good tools, however this is the only flaw in the book as time is not kind to this type of example as some of the tools discussed are no longer available. I enjoyed how he differentiates between the high value marketing generated leads and lesser value sales generated leads. Good cross country air flight read – Easy to read style as well.
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- The New Rules of Lead Generation Book Review (business2community.com)
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