From amidst the clutter of lead generation tactics, this strategic guide teaches marketers how to make the many available lead generation tactics work together to produce the maximum number of quality leads.Marketing expert David T. Scott identifies the seven most successful tactics——including email, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows——and reveals:when to use which tactics,how to use them cost-effectively,how each tactic has changed in recent years,and how lead generation