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Full Description
Navigate the B2B marketing sphere with this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices.
Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations.
Now fully updated, the second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates.
Contents
Chapter - 01: Introduction to business marketing;
Section - ONE: Developing your marketing strategy;
Chapter - 02: The new marketing mix;
Chapter - 03: B2B marketing strategy and planning;
Section - TWO: Improve B2B customer-centric marketing;
Chapter - 04: Business customers and buying behaviours;
Chapter - 05: Acquisition marketing;
Chapter - 06: Retention and loyalty marketing;
Chapter - 07: Marketing for preventing customer attrition;
Chapter - 08: C-suite marketing;
Chapter - 09: B2B product and solutions marketing;
Section - THREE: 'Transform' through content and digital marketing;
Chapter - 10: Digital and content marketing;
Chapter - 11: Digital marketing strategy and planning;
Chapter - 12: B2B digital marketing channels;
Chapter - 13: Content marketing;
Chapter - 14: B2B social media marketing;
Chapter - 15: B2B brand building;
Section - FOUR: 'Collaborate' with partners;
Chapter - 16: Partnership marketing;
Chapter - 17: B2B influencer marketing;
Chapter - 18: The modern B2B channel landscape;
Chapter - 19: Marketing to and through channel partners;
Section - FIVE: Optimizing marketing execution;
Chapter - 20: Sales and marketing alignment;
Chapter - 21: Account-based marketing;
Chapter - 22: Lead generation;
Chapter - 23: Lead nurturing;
Chapter - 24: Modern B2B events marketing;
Chapter - 25: Measuring and evaluating B2B marketing
