Innovative B2B Marketing

Beschreibung

Cut through the noise surrounding B2B marketing using this clear and pragmatic guide, providing coverage of all the most recent developments including social marketing, customer attrition and B2B partnership marketing.
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this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices.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.
Illustrates new approaches, models and solutions to help deal with any B2B marketing challenge
Written by one of the leading voices in the B2B marketing sphere who brings a wealth of insight and information sourced from first-hand experience
Online resources: case studies, web links to insightful videos and articles, and presentation slides with helpful templates
New to this edition: new chapters on customer attrition, B2B partnership marketing and lead nurturing, new research on influencer marketing and the behaviours of millennial customers

Autor*in

Simon Hall
Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 years' experience in technology and services marketing. He has served as UK Chief Marketing Officer for Dell as well as senior roles at Acer, Microsoft and Toshiba. In 2016 he founded NextGen Marketing Solutions, is a Course Director and Fellow of the Chartered Institute of Marketing (CIM) and lectures at Pearson Business School (University of Kent). He is a B2B council member with The Institute of Direct and Digital Marketing (IDM) and Data & Marketing Association (DMA) B2B marketing council member. He is the author of Innovative B2B Marketing, also published by Kogan Page.

Themen in »Innovative B2B Marketing«

B2B customer retention B2B strategy business marketing marketing models B2B lead generation B2B marketing campaigns B2B partnership

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"If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight for any marketer"
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"How do you build best-in-class B2B strategy in today's digital economy? How are great B2B brands built? How do you select the right lead nurturing agency? Innovative B2B Marketingis a rich treasure trove of B2B strategic wisdom."
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"B2B marketers today need to be more dynamic than ever before, but this can be difficult in an environment where the complexity of the tools, technologies, techniques and channels has exploded, leaving many of us floundering. Innovative B2B Marketingprovides the guidance that all B2B marketers need to help them navigate for success. I will be keeping this book very close to hand."
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"A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals"
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