Innovative B2B Marketing New models processes and theory 2nd Edition by Simon Hall 1398604763 9781398604766

Innovative B2B Marketing New models processes and theory 2nd Edition by Simon Hall – Ebook PDF Instant Download/Delivery: 1398604763, 9781398604766

Full download Innovative B2B Marketing New models processes and theory 2nd Edition after payment

Product details:

ISBN 10: 1398604763

ISBN 13: 9781398604766

Author: Simon Hall

Navigate the B2B marketing sphere with this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices. Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations. Now fully updated, the second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates.

Innovative B2B Marketing New models processes and theory 2nd Table of contents:

01 Introduction to business marketing

The changing business landscape

What is B2B marketing?

Business market segmentation and size

The digital economy

Core trends and this book

References and further reading

Part One Developing your marketing strategy

02 The new marketing mix

The marketing mix defined

Is the marketing mix still relevant?

The shift away from the four Ps

The new B2B marketing mix

Marketing mix and trade-offs

Reference

03 B2B marketing strategy and planning

Marketing strategy

B2B marketing strategy and planning

Marketing strategy formulation

The marketing funnel and beyond

B2B marketing strategies

Reference and further reading

Part Two Improve B2B customer-centric marketing

04 Business customers and buying behaviours

The importance of business buying behaviours

Identifying business buying behaviours

Business buying influencers

Buyer types

Types of buying situation

Changes to business buying behaviour

Buyer triggers

Further reading

05 Acquisition marketing

Customer acquisition and customer lifecycle

Acquisition marketing and types of acquisition customer

Applying ADEPIR to acquisition

Creating the acquisition campaign

Implementation of acquisition marketing

Acquisition marketing strategies and tactics

References and further reading

06 Retention and loyalty marketing

The REAP model

Customer loyalty

Tailoring communications

Retention marketing and marketing communication mix differences

How to increase customer loyalty

Advocacy marketing

Customer satisfaction and marketing

Identifying next purchase

References and further reading

07 Marketing for preventing customer attrition

What is customer attrition?

Why customers lapse

Loss of a customer

Churn prevention (lapse prevention)

Signals of customers about to churn

Customer satisfaction

Marketing and integrating with customer services

Reacquisition marketing

Role of marketing in preventing customer churn

Getting to know customer segments

Data and data integration for customer churn prevention

Strategies to prevent churn

Further reading

08 C-suite marketing

C-suite and C-suite marketing

The importance of the C-suite

C-suite marketing challenges

The C-suite marketing mix

C-suite communication

C-suite collaboration and communities

C-suite loyalty

References

09 B2B product and solutions marketing

Product and portfolio marketing

Product marketing: hardware, software and services

The shift away from ‘products’

Building effective value propositions

Towards solutions marketing

Communicating solutions effectively

Part Three ‘Transform’ through content and digital marketing

10 Digital and content marketing

The digital marketing evolution

Changing B2B digital marketing channels

Driving forces

The changing face of B2B

Digital and sales

References and further reading

11 Digital marketing strategy and planning

Digital marketing strategy objectives

Digital challenges and opportunities

Resources

Digital marketing value chain

Selecting the digital channel mix

Digital marketing measurement

Attribution models

Reference

12 B2B digital marketing channels

What is a digital marketing channel?

The challenge of B2B website marketing

Next get found: SEO and search

B2B email

Mobile marketing

Online PR

Digital advertising

Webinars and webcasts

Digital video

Communication channel integration

References and further reading

13 Content marketing

Content and content marketing

The benefits of B2B content marketing

Content marketing insights

Differences with B2B content marketing

What is great content?

Content creation

References and further reading

14 B2B social media marketing

Social media evolution

Benefits of social media for business

Social media channels

Social sales and marketing

The social media marketing process

Social media marketing enablers

Social and the customer cycle

Implementing a B2B social media advocacy programme

Social listening and monitoring

Social media channel selection

References

15 B2B brand building

Introduction

B2B brand touchpoints

Brand-building obstacles

B2B brand-building goals and programmes

Brand loyalty

Importance of brand consistency

Brand-building stages

References and further reading

Part Four ‘Collaborate’ with partners

16 Partnership marketing

Introduction and the 8th P

Types of marketing partnerships

Identifying the partner

SEO partners

Content syndication partners

Blogging partners – blogging outreach

Telemarketing partners

Business communities and associations

B2B sponsorships

Speakers as partners for webinars and podcasts

Marketing partners according to stage of the buyer journey

Finding and selecting the right partner

Reference

17 B2B influencer marketing

What is influencer marketing?

The influencer marketing process

Further reading

18 The modern B2B channel landscape

B2B channel partner marketing

Channel partner types

The changing channel landscape

Channel selection

B2B distributor marketing vs channel reseller marketing

Channel partner and marketing alignment

Types of channel marketing strategies

Channel partner acquisition marketing

Channel partner for customer acquisition

References

19 Marketing to and through channel partners

‘To’ and ‘through’ channel partner marketing

Marketing to channel partners

Digital channel partner communication

Offline channel partner communication

Selecting channel marketing ‘to’ communications

Channel partner enablement

Marketing to channel partners – solutions

Marketing through channel partners – definition

Types of through channel partner marketing

Marketing through channel partners – lead generation

Gaining channel partner mindshare

Partner programmes

Reference

Part Five Optimizing marketing execution

20 Sales and marketing alignment

The importance of alignment

Benefits of sales and marketing alignment

Organizational obstacles to alignment

Establishing sales and marketing alignment

Alignment areas

Alignment initiative: sales integration

Technologies for supporting alignment

References

21 Account-based marketing

ABM defined

Benefits of ABM

ABM insights

ABM types

Challenges with ABM

The ABM process

Account identification and profiling

Executing ABM

ABM key success factors

Is ABM right for you?

Measuring ABM

References and further reading

22 Lead generation

Introduction

Challenges impacting lead generation

Types of leads

The customer buying cycle and intent data

The lead generation process

Gated or ungated content

Lead magnets

Lead generation tactics and strategies

Landing pages

23 Lead nurturing

Introduction

Lead nurturing defined

Importance of lead nurturing

Using customer journeys

What we’re doing with lead nurturing

Lead nurturing by communication channel

Lead qualification and lead scoring

Lead handover

Lead nurturing strategies

AI and lead nurturing

Lead nurturing via sales

Sales follow-up

References and further reading

24 Modern B2B events marketing

B2B events marketing

B2B events trends

Events marketing goals

B2B events type and segmentation

In-person events

Virtual and online events

Event marketing before, during and after the event – the BDA framework

References

25 Measuring and evaluating B2B marketing

Measuring across the customer lifecycle

Measuring reach and awareness

Measuring acquisition

Measuring retention

Measuring loyalty and advocacy

Outcome and process measures

Marketing reporting and analytics

Evaluating B2B marketing effectiveness

Optimizing use of marketing budgets

References and further reading

People also search for Innovative B2B Marketing New models processes and theory 2nd: 

5 business models

4 business models

3 business models

z2 marketing

Tags:

Simon Hall,Marketing,Innovative,models