企業間デジタル・マーケティング戦略（第２版） B2B Digital Marketing Strategy : How to Use New Frameworks and Models to Achieve Growth （2ND）

Hall, Simon

Kogan Page Ltd（2023/10発売）

Kogan Page Ltd（2023/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 392 p.
• 言語 ENG
• 商品コード 9781398610170
• DDC分類 658.804

Full Description

Hone and perfect your digital marketing skills and learn how to apply them effectively to B2B marketing with the new edition of this bestselling guide.

B2B Digital Marketing Strategy is a clear and practical digital marketing guide that helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It gives readers an overview of the latest approaches, models, processes and solutions, as well as examples of technologies to help them deal with key current B2B digital marketing challenges such as those associated with account targeting, data utilization and digital campaign management. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. This book is an invaluable resource for any professional or student in the B2B space.

Newly updated, this second edition provides two new chapters on digital retention marketing and social media strategies as well as improved guidance on campaign tracking and gamification. This practical guide is packed with global case studies and examples such as Danfoss, American Express and IBM.

Contents

Chapter - 01: The new evolving business landscape;

Section - PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY;

Chapter - 02: B2B digital marketing strategy;
Chapter - 03: B2B customer journeys and the customer experience;
Chapter - 04: B2B personalisation marketing and buyer personas;
Chapter - 05: B2B customer insights and data management

Section - PART TWO: GENERATING AWARENESS;

Chapter - 06: Generating awareness;
Chapter - 07: B2B SEO and search strategies;
Chapter - 08: B2B websites and website strategies;

Section - PART THREE: Digital for lead generation and lead nurturing;

Chapter - 09: B2B digital marketing for lead generation;
Chapter - 10: B2B digital and lead nurturing;

Section - PART FOUR: Digital campaign management and integration;

Chapter - 11: B2B content marketing;
Chapter - 12: B2B digital marketing campaign planning;
Chapter - 13: Digital integration marketing in B2B;
Chapter - 14: Digital marketing and sales;
Chapter - 15: Measuring digital marketing;

Section - PART FIVE: Digital for retaining customers;

Chapter - 16: Digital retention marketing
Chapter - 17: Digital retention marketing channels;
Chapter - 18: Digital retention marketing strategies;

Section - PART SIX: B2B social media and digital marketing platforms;

Chapter - 19: B2B Social media marketing strategies;
Chapter - 20: Digital marketing technologies and platforms;