B2B Digital Marketing Strategy

Beschreibung

Harness the most up-to-date techniques, frameworks and skills for effective B2B digital marketing with this essential handbook.
Hone and perfect your digital marketing skills and learn how to apply them effectively to B2B marketing with the new edition of this bestselling guide. B2B Digital Marketing Strategy is a clear and practical digital marketing guide that helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It gives readers an overview of the latest approaches, models, processes and solutions, as well as examples of technologies to help them deal with key current B2B digital marketing challenges such as those associated with account targeting, data utilization and digital campaign management. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. This book is an invaluable resource for any professional or student in the B2B space. Newly updated, this second edition provides two new chapters on digital retention marketing and social media strategies as well as improved guidance on campaign tracking and gamification. This practical guide is packed with global case studies and examples such as Danfoss, American Express and IBM.
Expertly explains the most up-to-date digital frameworks relevant to the B2B marketing sphere and shows how to implement these to achieve lead generation, customer retention and data management
Includes a wealth of global case studies, featuring companies such as Danfoss, American Express, IBM, Schneider Electric and more
New to this edition: New chapters on digital retention marketing and social media strategies and improved guidance on campaign tracking and gamification
Online Resources: lecture slides with additional tools and templates

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 »B2B Digital Marketing Strategy«

B2B models and frameworks Account targeting B2B customer retention B2B campaign management B2B marketing campaigns B2B lead generation B2B digital methodologies

Stimmen zu »B2B Digital Marketing Strategy«

"A brilliant, rare and impactful insight into areas to consider when creating a B2B digital marketing strategy. Great guidance on how to think about your customer journey throughout the process, not just in the implantation phrases. Highly recommend this read as an essential for all marketers."
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"Simon Hall has written a B2B Marketing primer for the 2020s, which, by definition, deals with the realities of a digital first world. This is a long overdue I the world of B2B Marketing and will no doubt become a standard source for the discipline. I recognize through my own practice that this digital transformation from "outbound" marketing - or a "tell" approach - to inbound, customer journey-focused marketing, with all of its personalized digital touchpoints and omni-channel focus is today's B2B marketing reality and Simon does a good job of comprehensively covering all of the key elements, from content, to social, SEO, SEM and Web - as well as the enabling infrastructure: martech, data, marketing processes (eg lead nurturing, ABM) and analytics. Simon presents a best-practice approach to each, steeped in personal experience and in that of leading companies in the technology market. He provides theoretical context and practical how-to guidance, with great detail on management and execution across the buyers' journey. The chapter on digital strategy points to the need for digital to be a clear part of the overall marketing strategy which delivers clear outcomes based on business goals. Too often in my experience, marketing strategy is confused with annual budget and resource planning, so the tools and approach Simon summarizes here are a useful reminder to understand the context of your digital strategy. This book is a really valuable addition to the B2B marketing armoury and is highly recommended for those who intend to build their career in marketing."
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"This is a well-written book suitable for both beginners and seasoned practitioners on a topic that's very important to business today. The case studies and tips are practical and useful for any business."
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"Digital marketing continues to be a minefield for marketers, especially those in B2B where extended decision-making groups and lengthy sales cycles pervade. Clear, engaging and practical, B2B Digital Marketing Strategy helps navigate the complexities of digital marketing."
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