Overview

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this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices.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.

Full Product Details

Author:   Simon Hall
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   2nd Revised edition
Dimensions:   Width: 15.60cm , Height: 2.10cm , Length: 23.50cm
Weight:   0.560kg
ISBN:  

9781398604766

ISBN 10:   1398604763
Pages:   376
Publication Date:   03 August 2022
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of 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

Reviews

If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight for any marketer * Catherine Dutton, Global Chief Marketing Officer, Atos * How do you build best-in-class B2B strategy in today's digital economy? How are great B2B brands built? How do you select the right lead nurturing agency? Innovative B2B Marketingis a rich treasure trove of B2B strategic wisdom. * Shenda Loughnane, Global MD, iProspect * B2B marketers today need to be more dynamic than ever before, but this can be difficult in an environment where the complexity of the tools, technologies, techniques and channels has exploded, leaving many of us floundering. Innovative B2B Marketingprovides the guidance that all B2B marketers need to help them navigate for success. I will be keeping this book very close to hand. * Richard Robinson, Former Chair, B2B Council DMA * A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals * Dawn Southgate, Former Head of Knowledge, The Chartered Institute of Marketing *

Author Information

Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 years' experience in Technology and Services Marketing. He is the Managing Director and Founder of NextGen Marketing Solutions, a B2B marketing and business consultancy. Previously UK Chief Marketing Officer for Dell, he has also held senior roles at Acer, Microsoft and Toshiba. He is a Course Director with the Chartered Institute of Marketing (CIM), and lectures at Pearson Business School (University of Kent). He is a B2B council member with the Data and Marketing Association (DMA) and the author of B2B Digital Marketing Strategy, also published by Kogan Page.

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