Essential lead generation -- Marketing and sales : one team in the complex sale -- Defining your best lead -- Lead generation ROI depends on data quality -- The value proposition -- Building the lead generation plan-- critical success factors -- Synergies in tactics -- The phone -- E-mailing with credibility -- Public relations and lead generation -- Event marketing -- Lead generation on the Web -- Lead generation and direct mail -- Lead generation and referrals -- Blogs, podcasting, and the brave new world of lead generation -- Working with your leads -- ROI measurement and metrics -- Lead nurturing.