Description
Book SynopsisPart I: Introduction, Framework, and Current Status of B2B Marketing.- 1.1 Next Generation B2B Marketing.- 1.2 Full Steam Ahead Towards Industry 5.0 - The Question Is Not If, but How.- 1.3 B2B Marketing Ecosystem.- 1.4 The B2B Marketing Maturity Model – Your Path to Predictive Profit Marketing.- 1.5 MarTech in B2B Marketing: The 2030 Edition.- Part II: Practical Concepts and Methods.- 2.1 B2B Marketing Strategy – Finding the Needle in the Haystack.- 2.2 The Marketing Canvas – A Template for Powerful Go-to-Market Strategies.- 2.3 Navigating Agile Marketing.- 2.4 Branding or No Branding – An Introduction to B2B Branding.- 2.5 Employer Branding as a Turbo for B2B Marketing.- 2.6 Why You Should Think Strategically About Marketing Automation.- 2.7 Marketing Automation as an Organizational Framework.- 2.8 Marketing Automation – The Perfect Process Model for Implementation.- 2.9 Grow, Cooperate, or Fail – How Medium-Sized B2B SMEs Can Ride the Wave of Digitalization in Marketing.- 2.10 Successful Lead Management – Nothing’s Gonna Stop Us Now.- Part III: Case Studies (Digital Transformation & Strategic Success Stories).- 3.1 The Marketing Pathfinder – The B2B Marketing Journey of an SME.- 3.2 Digital Transformation in Shipping – The Hapag-Lloyd Story.- 3.3 Choosing the Right Marketing Automation Platform (Romero-Palma).- 3.4 Strategic Lead Management for Optimized Marketing – The Approach of Innogy in Innovative Energy Solutions.- 3.5 Marketing and Sales Excellence – Recommendations for Tackling This Evergreen Topic.- 3.6 Transforming to Digital Sales and Marketing: Fujitsu’s Journey Toward a Digital and Sustainability Transformation Company.
