B2B Digital Marketing Strategy
How to Use New Frameworks and Models to Achieve Growth
1st Edition
Published on 13. August 2020
Book
Paperback/Softback
352 pages
978-1-78966-254-2 (ISBN)
Description
Harness the most up-to-date techniques, frameworks and skills for effective B2B digital marketing, with this essential handbook as recommended by the Chartered Institute of Marketing (CIM).
B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management.
Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.
B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management.
Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.
Reviews / Votes
"A brilliant, rare and impactful insight into areas to consider when creating a B2B digital marketing strategy. Highly recommend this read as an essential for all marketers." * Catherine Dutton, Vice-President Marketing, Atos * "A really valuable addition to the B2B marketing armoury and highly recommended for those who intend to build their career in marketing." * Ceri Jones, Former Vice President, Global Demand Center & Operations at Basware Oyj * "Provides the guide to help navigate the complexities of digital marketing in a clear, engaging and practical way." * Richard Robinson, Chairman of the B2B Marketing Council, DMA * "A well-written book suitable for both beginners and seasoned practitioners on a topic that's very important to business today." * Jayson Gehri, Executive Director, Marketing, IBM * "Whether you are new to digital marketing strategy in general or looking to brush up on a specific topic, this is a very useful read. It's informative, easy to navigate, and gives you the tools to understand and implement a great digital strategy in your company." * Amalie Lyneborg, Head of Marketing, Sturrock & Robson *More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Product notice
Paperback (trade)
Dimensions
Height: 235 mm
Width: 155 mm
Thickness: 15 mm
Weight
535 gr
ISBN-13
978-1-78966-254-2 (9781789662542)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
10/2023
2nd Edition
Kogan Page Ltd
€48.70
Shipment within 10-20 days
Additional editions
Book
08/2020
1st Edition
Kogan Page Ltd
€141.13
Article exhausted; check for reprint
Person
Simon Hall, Berkshire, UK is a marketing innovator with around 25 years' experience in Technology and Services Marketing. In his former career, he served as UK Chief Marketing Officer for Dell as well as many senior European roles at Acer, Microsoft and Toshiba. In addition to running courses and workshops with companies on various B2B marketing and digital marketing areas, Simon Hall also lectures final year university students and degree apprentices in strategy, and marketing at Pearson Business School (University of Kent). He is a member of the Chartered Institute of Marketing, of the DMA B2B Council, and a Global Thought Leader in B2B Marketing for the ICG Group (a global consulting company). He is the founder of NextGen Marketing Solutions and author of Innovative B2B Marketing, also published by Kogan Page.
Content
Section - 01: The new evolving business landscape;
Section - PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY;
Section - 02: B2B digital marketing strategy;
Section - 03: B2B customer journeys and the customer experience;
Section - 04: B2B personalization marketing and buyer personas;
Section - 05: B2B customer insights and data management;
Section - PART TWO: THE EARLY BUYER JOURNEY STAGE;
Section - 06: Generating awareness;
Section - 07: B2B SEO and search strategies;
Section - 08: B2B websites and website strategies;
Section - PART THREE: Digital for lead generation and lead nurturing;
Section - 09: B2B digital marketing for lead generation;
Section - 10: B2B digital and lead nurturing;
Section - PART FOUR: Digital campaign management and integration;
Section - 11: B2B content marketing;
Section - 12: B2B digital marketing campaign planning;
Section - 13: Digital integration marketing in B2B;
Section - 14: Digital marketing and sales;
Section - 15: Measuring digital marketing;
Section - PART FIVE: Digital for retaining customers;
Section - 16: Types of digital retention marketing;
Section - 17: Digital retention marketing channels;
Section - PART SIX: B2B social media and digital marketing platforms;
Section - 18: B2B social media marketing strategy;
Section - 19: B2B digital marketing technologies and platforms;
Section - 20: Index
Section - PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY;
Section - 02: B2B digital marketing strategy;
Section - 03: B2B customer journeys and the customer experience;
Section - 04: B2B personalization marketing and buyer personas;
Section - 05: B2B customer insights and data management;
Section - PART TWO: THE EARLY BUYER JOURNEY STAGE;
Section - 06: Generating awareness;
Section - 07: B2B SEO and search strategies;
Section - 08: B2B websites and website strategies;
Section - PART THREE: Digital for lead generation and lead nurturing;
Section - 09: B2B digital marketing for lead generation;
Section - 10: B2B digital and lead nurturing;
Section - PART FOUR: Digital campaign management and integration;
Section - 11: B2B content marketing;
Section - 12: B2B digital marketing campaign planning;
Section - 13: Digital integration marketing in B2B;
Section - 14: Digital marketing and sales;
Section - 15: Measuring digital marketing;
Section - PART FIVE: Digital for retaining customers;
Section - 16: Types of digital retention marketing;
Section - 17: Digital retention marketing channels;
Section - PART SIX: B2B social media and digital marketing platforms;
Section - 18: B2B social media marketing strategy;
Section - 19: B2B digital marketing technologies and platforms;
Section - 20: Index