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Full Description
B2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity.
Written by a seasoned industry practitioner, The Future of B2B Marketing offers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey - from capturing awareness from the right audience and generating quality engagement through to optimizing measurement and performance.
It serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing.
Combining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively - and ultimately make smarter decisions.
Contents
Part One: The Changing Landscape of B2B Marketing
Chapter 1: The evolution of B2B marketing
Chapter 2: Inside the B2B buying process
Chapter 3: Why marketing and sales alignment matters
Chapter 4: Frameworks for navigating complexity in B2B marketing practice
Part Two: AI in Action for B2B Marketing
Chapter 5: AI as a catalyst for change in B2B marketing
Chapter 6: Advancing customer insights with AI
Chapter 7: Driving engagement and trust with AI-powered content
Chapter 8: Optimizing performance: AI in measurement and analytics
Part Three: Preparing for the Future of B2B Marketing
Chapter 9: The evolving skillset of the B2B marketer
Chapter 10: AI adoption in B2B marketing practice - culture, mindset, and change management
Chapter 11: Leading the future of B2B marketing
