Description
Book SynopsisSimon Hall, based in Berkshire, UK,
is a marketing innovator with 25 years' experience in Technology and Services Marketing. He is the Managing Director and Founder of NextGen Marketing Solutions, a B2B marketing and business consultancy. Previously UK Chief Marketing Officer for Dell, he has also held senior roles at Acer, Microsoft and Toshiba. He is a Course Director with the Chartered Institute of Marketing (CIM), and lectures at Pearson Business School (University of Kent). He is a B2B council member with the Data and Marketing Association (DMA) and the author of
B2B Digital Marketing Strategy, also published by Kogan Page.
Trade Review"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" * Catherine Dutton, Global Chief Marketing Officer, Atos *
"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." * Shenda Loughnane, Global MD, iProspect *
"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." * Richard Robinson, Former Chair, B2B Council DMA *
"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" * Dawn Southgate, Former Head of Knowledge, The Chartered Institute of Marketing *
Table of Contents
- Chapter - 01: Introduction to business marketing;
- Section - ONE: Developing your marketing strategy;
- Chapter - 02: The new marketing mix;
- Chapter - 03: B2B marketing strategy and planning;
- Section - TWO: Improve B2B customer-centric marketing;
- Chapter - 04: Business customers and buying behaviours;
- Chapter - 05: Acquisition marketing;
- Chapter - 06: Retention and loyalty marketing;
- Chapter - 07: Marketing for preventing customer attrition;
- Chapter - 08: C-suite marketing;
- Chapter - 09: B2B product and solutions marketing;
- Section - THREE: ‘Transform’ through content and digital marketing;
- Chapter - 10: Digital and content marketing;
- Chapter - 11: Digital marketing strategy and planning;
- Chapter - 12: B2B digital marketing channels;
- Chapter - 13: Content marketing;
- Chapter - 14: B2B social media marketing;
- Chapter - 15: B2B brand building;
- Section - FOUR: ‘Collaborate’ with partners;
- Chapter - 16: Partnership marketing;
- Chapter - 17: B2B influencer marketing;
- Chapter - 18: The modern B2B channel landscape;
- Chapter - 19: Marketing to and through channel partners;
- Section - FIVE: Optimizing marketing execution;
- Chapter - 20: Sales and marketing alignment;
- Chapter - 21: Account-based marketing;
- Chapter - 22: Lead generation;
- Chapter - 23: Lead nurturing;
- Chapter - 24: Modern B2B events marketing;
- Chapter - 25: Measuring and evaluating B2B marketing
