Chapter 10 Lead Generation & Conversion in B2B Markets

This chapter covers the following objectives:

* Define and explain the importance of a sales lead

* Explain the difference between sales lead generation and demand generation

* Describe the B2B buying cycle

* Discuss the steps in the sales lead generation and management process

* Identify channels that can be used to generate sales leads

* Discuss the issues in defining conversion

* Explain the meaning and use of customer personas and buying scenarios

* Discuss the use of landing pages and the importance of testing them