book

Innovative B2B Marketing, 2nd Edition

Name: Innovative B2B Marketing, 2nd Edition
Author: Simon Hall
ISBN: 9781398604773

by Simon Hall

August 2022

Intermediate to advanced

376 pages

8h 22m

English

Kogan Page

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Cover
Endorsements
Titlepage
Dedication
Contents
List of figures and tables
FiguresTables
About the author
Preface
About this book
01 Introduction to business marketing
The changing business landscapeWhat is B2B marketing?Business market segmentation and sizeThe digital economyCore trends and this bookReferences and further reading

Part One Developing your marketing strategy
02 The new marketing mix
The marketing mix definedIs the marketing mix still relevant?The shift away from the four PsThe new B2B marketing mixMarketing mix and trade-offsReference
03 B2B marketing strategy and planning
Marketing strategyB2B marketing strategy and planningMarketing strategy formulationThe marketing funnel and beyondB2B marketing strategiesReference and further reading
Part Two Improve B2B customer-centric marketing
04 Business customers and buying behaviours
The importance of business buying behavioursIdentifying business buying behavioursBusiness buying influencersBuyer typesTypes of buying situationChanges to business buying behaviourBuyer triggersFurther reading
05 Acquisition marketing
Customer acquisition and customer lifecycleAcquisition marketing and types of acquisition customerApplying ADEPIR to acquisitionCreating the acquisition campaignImplementation of acquisition marketingAcquisition marketing strategies and tacticsReferences and further reading
06 Retention and loyalty marketing
The REAP modelCustomer loyaltyTailoring communicationsRetention marketing and marketing communication mix differencesHow to increase customer loyaltyAdvocacy marketingCustomer satisfaction and marketingIdentifying next purchaseReferences and further reading
07 Marketing for preventing customer attrition
What is customer attrition?Why customers lapseLoss of a customerChurn prevention (lapse prevention)Signals of customers about to churnCustomer satisfactionMarketing and integrating with customer servicesReacquisition marketingRole of marketing in preventing customer churnGetting to know customer segmentsData and data integration for customer churn preventionStrategies to prevent churnFurther reading
08 C-suite marketing
C-suite and C-suite marketingThe importance of the C-suiteC-suite marketing challengesThe C-suite marketing mixC-suite communicationC-suite collaboration and communitiesC-suite loyaltyReferences
09 B2B product and solutions marketing
Product and portfolio marketingProduct marketing: hardware, software and servicesThe shift away from ‘products’Building effective value propositionsTowards solutions marketingCommunicating solutions effectively
Part Three ‘Transform’ through content and digital marketing
10 Digital and content marketing
The digital marketing evolutionChanging B2B digital marketing channelsDriving forcesThe changing face of B2BDigital and salesReferences and further reading
11 Digital marketing strategy and planning
Digital marketing strategy objectivesDigital challenges and opportunitiesResourcesDigital marketing value chainSelecting the digital channel mixDigital marketing measurementAttribution modelsReference
12 B2B digital marketing channels
What is a digital marketing channel?The challenge of B2B website marketingNext get found: SEO and searchB2B emailMobile marketingOnline PRDigital advertisingWebinars and webcastsDigital videoCommunication channel integrationReferences and further reading
13 Content marketing
Content and content marketingThe benefits of B2B content marketingContent marketing insightsDifferences with B2B content marketingWhat is great content?Content creationReferences and further reading
14 B2B social media marketing
Social media evolutionBenefits of social media for businessSocial media channelsSocial sales and marketingThe social media marketing processSocial media marketing enablersSocial and the customer cycleImplementing a B2B social media advocacy programmeSocial listening and monitoringSocial media channel selectionReferences
15 B2B brand building
IntroductionB2B brand touchpointsBrand-building obstaclesB2B brand-building goals and programmesBrand loyaltyImportance of brand consistencyBrand-building stagesReferences and further reading
Part Four ‘Collaborate’ with partners
16 Partnership marketing
Introduction and the 8th PTypes of marketing partnershipsIdentifying the partnerSEO partnersContent syndication partnersBlogging partners – blogging outreachTelemarketing partnersBusiness communities and associationsB2B sponsorshipsSpeakers as partners for webinars and podcastsMarketing partners according to stage of the buyer journeyFinding and selecting the right partnerReference
17 B2B influencer marketing
What is influencer marketing?The influencer marketing processFurther reading
18 The modern B2B channel landscape
B2B channel partner marketingChannel partner typesThe changing channel landscapeChannel selectionB2B distributor marketing vs channel reseller marketingChannel partner and marketing alignmentTypes of channel marketing strategiesChannel partner acquisition marketingChannel partner for customer acquisitionReferences
19 Marketing to and through channel partners
‘To’ and ‘through’ channel partner marketingMarketing to channel partnersDigital channel partner communicationOffline channel partner communicationSelecting channel marketing ‘to’ communicationsChannel partner enablementMarketing to channel partners – solutionsMarketing through channel partners – definitionTypes of through channel partner marketingMarketing through channel partners – lead generationGaining channel partner mindsharePartner programmesReference
Part Five Optimizing marketing execution
20 Sales and marketing alignment
The importance of alignmentBenefits of sales and marketing alignmentOrganizational obstacles to alignmentEstablishing sales and marketing alignmentAlignment areasAlignment initiative: sales integrationTechnologies for supporting alignmentReferences
21 Account-based marketing
ABM definedBenefits of ABMABM insightsABM typesChallenges with ABMThe ABM processAccount identification and profilingExecuting ABMABM key success factorsIs ABM right for you?Measuring ABMReferences and further reading
22 Lead generation
IntroductionChallenges impacting lead generationTypes of leadsThe customer buying cycle and intent dataThe lead generation processGated or ungated contentLead magnetsLead generation tactics and strategiesLanding pages
23 Lead nurturing
IntroductionLead nurturing definedImportance of lead nurturingUsing customer journeysWhat we’re doing with lead nurturingLead nurturing by communication channelLead qualification and lead scoringLead handoverLead nurturing strategiesAI and lead nurturingLead nurturing via salesSales follow-upReferences and further reading
24 Modern B2B events marketing
B2B events marketingB2B events trendsEvents marketing goalsB2B events type and segmentationIn-person eventsVirtual and online eventsEvent marketing before, during and after the event – the BDA frameworkReferences
25 Measuring and evaluating B2B marketing
Measuring across the customer lifecycleMeasuring reach and awarenessMeasuring acquisitionMeasuring retentionMeasuring loyalty and advocacyOutcome and process measuresMarketing reporting and analyticsEvaluating B2B marketing effectivenessOptimizing use of marketing budgetsReferences and further reading
Index
Copyright

Content preview from Innovative B2B Marketing, 2nd Edition

Account-based marketing

Account-based marketing (ABM) is defined as marketing (and eventually selling) to key customer accounts directly. High-value accounts or prospective accounts are singled out and key stakeholders within those accounts are targeted. ABM is also about better aligning processes and resources against specific accounts.

Background

ABM has been around since as early as the mid-1990s and was mainly used by large companies as part of a high-touch process by their sales teams to focus on accounts rather than generic marketing. Companies ...

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B2B Digital Marketing Strategy, 2nd Edition

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ISBN: 9781398604773

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Innovative B2B Marketing, 2nd Edition

by Simon Hall

Account-based marketing