This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works.
There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges. This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B.
With real-world examples from companies such as Adobe, Bain & Co, PwC, EY and Bentley Systems, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.
Rezensionen / Stimmen
"B2B Marketing Fundamentals is the epitome of a compass, in an ever-evolving and changing environment, enabling emerging professionals to navigate the complexities of B2B in a simple and easy to understand manner. This must-have book is an indispensable tool for any aspiring B2B Marketer, worth their salt! Kate Mackie is one of the leading thinkers in B2B Marketing, at this watershed moment, in the journey of our craft" * Andisa Ntsubane, 2024 Global President, B2B Cannes Lions Jury * "This book is a masterclass in B2B marketing-comprehensive, insightful, and brilliantly structured. Kate draws on her deep experience and proven expertise to guide readers through both the detail and the bigger picture. This isn't just theory-it's real-world, battle-tested advice. A must-read for any marketer looking to build a strong foundation in B2B marketing-engaging, practical, and incredibly valuable." * Victoria Fox, CEO, AAR Group * "A much-needed resource for aspiring and ambitious marketers navigating the fast-changing world of B2B. Kate distills years of experience into actionable strategies and real-world examples that bridge the gap between theory and practice. From building brands to driving measurable results, this book offers practical guidance that marketers can apply immediately to grow their skills, their impact, and their careers. Exactly what is needed by ambitious marketers looking to make an impact in the fast-changing world of B2B." * Kristin Gower, Global Client President, WPP * "In B2B Marketing Fundamentals, Kate Mackie delivers a much-needed playbook for marketers who want to move beyond tactical execution. The book provides a strategic guide to help navigate the evolving world of modern day B2B marketing.
B2B Marketing Fundamentals is a healthy reminder for marketers who get swept up in the day-to-day tactical execution and provides a timely refresh to marketing principles that can help fast track your career progression and marketing impact." * Chris Peters, Editor, B2B Excellence * "A masterclass in B2B marketing! This book offers both a deep dive into the essentials and a strategic outlook for the future of the industry. Whether you're a seasoned marketer or just starting out, it will equip you with the tools, frameworks, and mindset to unlock the true potential of B2B marketing. A highly practical and essential read." * Ritchie Mehta, Founder, School of Marketing * "B2B Marketing Fundamentals offers the reader an important approach and the tools required to succeed in the fast-paced world of B2B Marketing. Building on a true understanding of the market and other key stakeholder needs, readers are challenged to define Humanized Growth opportunities that drive long term value for the business and all other key stakeholders. A must-read for all B2B marketers that want to be a step ahead." * Marc de Swaan Arons, Founder, Institute for Real Growth *
Sprache
Verlagsort
Zielgruppe
Für Beruf und Forschung
Für höhere Schule und Studium
Produkt-Hinweis
Maße
Höhe: 234 mm
Breite: 156 mm
Dicke: 16 mm
Gewicht
ISBN-13
978-1-3986-1964-7 (9781398619647)
Schweitzer Klassifikation
Autor*in
Kate Mackie is a Partner and Global Integrated GTM Lead at EY. Based in Salisbury, UK she is a Fellow of the Chartered Institute of Marketing, an alumnus of the Institute for Real Growth and a member of the Marketing Society where she was recently nominated as Most Influential Marketer of the year 2023. With 20+ years' experience, she is regularly a judge on awards selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is an active mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School.
