Chapter 2

Building a B2B Brand Online

For years in most B2B organizations, online marketing has been relegated to a small dark corner of the office. The perception of online marketing in a B2B world has been that the Web does little more than provide general information and drive relatively small direct leads. Branding teams often scoffed, saying branding drives major deals and is best left to tried-and-true, traditional means and methods.

In this chapter, we will demonstrate how you can use online marketing to build a brand, influence customers, and close major deals. You will learn how to use various elements of online marketing to develop a solid online branding strategy and how to win hearts, minds, and dollars from traditional branding teams. ...

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