Heidi Taylor

B2B Marketing Strategy (eBook, ePUB)

Differentiate, Develop and Deliver Lasting Customer Engagement

• Format: ePub

Produktbeschreibung

B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans.

Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 216
• Erscheinungstermin: 3. Dezember 2017
• Englisch
• ISBN-13: 9780749481070
• Artikelnr.: 50184690

Autorenporträt

Heidi Taylor is a consultant, speaker and prolific blogger with a significant global following. Her expertise is in strategy and creating powerful multi-channel, multi-format marketing campaigns. In 2015 Heidi Taylor was named a top 25 UK B2B Marketing Influencer by Onalytica. She has won two awards at the Chartered Institute of Marketing's prestigious annual Marketing Excellence Awards, including the coveted overall Marketer of the Year.

Inhaltsangabe

Chapter
00: Introduction; Section
ONE: Think Different
Fallacy #1; Marketing Has Forever and Fundamentally Changed; Chapter
01: Change Happens
The Seismic Shift in Our B2B Marketing Environment; Chapter
02: All That Glitters
B2B Marketing's Obsession With the Latest Tools and Tactics; Chapter
03: 5 Essential Steps to Think Different; Section
TWO: Do Different
Fallacy #2; The Marketing Plan is The Marketing Strategy; Chapter
04: Getting Back to Basics
Brand, Strategy, Customers and Measurement; Chapter
05: An Introduction to 3D Marketing
Differentiate, Develop and Deliver; Chapter
06: 5 Essential Steps to Do Different; Section
THREE: Be Different
Fallacy #3; The Purpose of Marketing is Lead Generation; Chapter
07: What is the Purpose of Marketing?; Chapter
08: 7 rules of Engagement For The Social Era; Chapter
09: Taking a Big Idea to Market
5 Lessons; Chapter
10: 5 Essential Steps to Be Different; Section
FOUR: Conclusion; Chapter
11: Tactics are For The Moment, Ideas are Forever