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Crash Course #9: Direct Marketing Techniques for B-to-B Lead Generation

Ruth Stevens
Thu., Mar 01, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

Lead generation is arguably the #1 application of direct marketing in B-to-B. Sales people are far more productive when they are standing in front of qualified prospects. Direct marketing can help them meet their sales quotas faster, cheaper, better.

In this seminar you will learn the essentials of generating qualified leads and tracking them to closure. Using examples from such leading companies as IBM, Sprint and Dun & Bradstreet, this seminar reviews the process of lead generation campaign planning and execution, and then focuses in depth on how to qualify and nurture inquiries, and convert them to the kinds of leads that sales people will love. Finally, you will learn how to track the leads to closure and connect the revenue back to the specific marketing campaign, so you can deliver a demonstrable ROI, even in a complex, multi-channel environment.


Ruth Stevens consults on customer acquisition and retention, for both consumer and business-to-business clients. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM, as well as two Internet startup companies. Ruth teaches graduate students at Columbia Business School, is past chair of the Business-to-Business Council of the DMA, and currently president of the Direct Marketing Club of New York. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing in 2002. She is the author of 2 business books: The DMA Lead Generation Handbook, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has studied marketing management at Harvard Business School and holds an MBA from Columbia University.

Who Should Attend?

B-to-B marketing professionals at all levels in all industries charged with lead generation responsibility.

This seminar is ninth in our 10-seminar "DM Crash Course" series that continues through March 2007. (Premium Plus members: You can access the first eight topics now in our Seminar Library.)

What Will You Learn?

  • Fill your pipeline with the right volume of qualified buyers
  • Calculate the number of leads required to meet your sales goals
  • Select the most effective communications media channels and offers for lead generation
  • Make sure the leads you provide are the one that sales will work — and close
  • Convert 300% more inquiries to leads by instituting a nurturing program
  • Identify your best options for tracking sales back to specific marketing campaigns
  • Demonstrate your campaign ROI and continue to refine your programs on an ongoing basis

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