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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…mehr
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.
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Autorenporträt
Simon Hall, based in Ascot, UK,is a marketing innovator with around 30 years' experience in technology and services marketing. He served as UK Chief Marketing Officer for Dell and held senior roles at Acer, Microsoft and Toshiba. He founded NextGen Marketing Solutions, is a Course Director and Fellow of the Chartered Institute of Marketing and lectures at the University of Kent .. He is also the author of Innovative B2B Marketing Strategy, published by Kogan Page.
Inhaltsangabe
Chapter 01: The new evolving business landscape; Section PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Chapter 02: B2B digital marketing strategy; Chapter 03: B2B customer journeys and the customer experience; Chapter 04: B2B personalisation marketing and buyer personas; Chapter 05: B2B customer insights and data management Section PART TWO: GENERATING AWARENESS; Chapter 06: Generating awareness; Chapter 07: B2B SEO and search strategies; Chapter 08: B2B websites and website strategies; Section PART THREE: Digital for lead generation and lead nurturing; Chapter 09: B2B digital marketing for lead generation; Chapter 10: B2B digital and lead nurturing; Section PART FOUR: Digital campaign management and integration; Chapter 11: B2B content marketing; Chapter 12: B2B digital marketing campaign planning; Chapter 13: Digital integration marketing in B2B; Chapter 14: Digital marketing and sales; Chapter 15: Measuring digital marketing; Section PART FIVE: Digital for retaining customers; Chapter 16: Digital retention marketing Chapter 17: Digital retention marketing channels; Chapter 18: Digital retention marketing strategies; Section PART SIX: B2B social media and digital marketing platforms; Chapter 19: B2B Social media marketing strategies; Chapter 20: Digital marketing technologies and platforms;
Chapter 01: The new evolving business landscape; Section PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Chapter 02: B2B digital marketing strategy; Chapter 03: B2B customer journeys and the customer experience; Chapter 04: B2B personalisation marketing and buyer personas; Chapter 05: B2B customer insights and data management Section PART TWO: GENERATING AWARENESS; Chapter 06: Generating awareness; Chapter 07: B2B SEO and search strategies; Chapter 08: B2B websites and website strategies; Section PART THREE: Digital for lead generation and lead nurturing; Chapter 09: B2B digital marketing for lead generation; Chapter 10: B2B digital and lead nurturing; Section PART FOUR: Digital campaign management and integration; Chapter 11: B2B content marketing; Chapter 12: B2B digital marketing campaign planning; Chapter 13: Digital integration marketing in B2B; Chapter 14: Digital marketing and sales; Chapter 15: Measuring digital marketing; Section PART FIVE: Digital for retaining customers; Chapter 16: Digital retention marketing Chapter 17: Digital retention marketing channels; Chapter 18: Digital retention marketing strategies; Section PART SIX: B2B social media and digital marketing platforms; Chapter 19: B2B Social media marketing strategies; Chapter 20: Digital marketing technologies and platforms;
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