B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer…mehr
B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.
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.
Inhaltsangabe
Section 01: The new evolving business landscape; Section PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Section 02: B2B digital marketing strategy; Section 03: B2B customer journeys and the customer experience; Section 04: B2B personalization marketing and buyer personas; Section 05: B2B customer insights and data management; Section PART TWO: THE EARLY BUYER JOURNEY STAGE; Section 06: Generating awareness; Section 07: B2B SEO and search strategies; Section 08: B2B websites and website strategies; Section PART THREE: Digital for lead generation and lead nurturing; Section 09: B2B digital marketing for lead generation; Section 10: B2B digital and lead nurturing; Section PART FOUR: Digital campaign management and integration; Section 11: B2B content marketing; Section 12: B2B digital marketing campaign planning; Section 13: Digital integration marketing in B2B; Section 14: Digital marketing and sales; Section 15: Measuring digital marketing; Section PART FIVE: Digital for retaining customers; Section 16: Types of digital retention marketing; Section 17: Digital retention marketing channels; Section PART SIX: B2B social media and digital marketing platforms; Section 18: B2B social media marketing strategy; Section 19: B2B digital marketing technologies and platforms; Section 20: Index
Section 01: The new evolving business landscape; Section PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Section 02: B2B digital marketing strategy; Section 03: B2B customer journeys and the customer experience; Section 04: B2B personalization marketing and buyer personas; Section 05: B2B customer insights and data management; Section PART TWO: THE EARLY BUYER JOURNEY STAGE; Section 06: Generating awareness; Section 07: B2B SEO and search strategies; Section 08: B2B websites and website strategies; Section PART THREE: Digital for lead generation and lead nurturing; Section 09: B2B digital marketing for lead generation; Section 10: B2B digital and lead nurturing; Section PART FOUR: Digital campaign management and integration; Section 11: B2B content marketing; Section 12: B2B digital marketing campaign planning; Section 13: Digital integration marketing in B2B; Section 14: Digital marketing and sales; Section 15: Measuring digital marketing; Section PART FIVE: Digital for retaining customers; Section 16: Types of digital retention marketing; Section 17: Digital retention marketing channels; Section PART SIX: B2B social media and digital marketing platforms; Section 18: B2B social media marketing strategy; Section 19: B2B digital marketing technologies and platforms; Section 20: Index
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