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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Introduction

There is a scarcity of practitioner-level “how-to” material out there on modern B2B marketing that covers recent developments in social media, search, and lead management, along with how to integrate the newer tactics with traditional approaches. We look to fill that void in the marketplace by creating a practical guide to the online world for the B2B marketer. This book contains both hands-on information that the reader can put into practice immediately and case studies from the field.

Most online marketers start from one area of expertise and adopt others, or they start as generalists and delve into channels, campaigns, and activities on demand. This guide will help give a full view across the whole landscape, from search to media ...

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