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