B2B Marketing Strategy

Differentiate, Develop and Deliver Lasting Customer Engagement
1. Auflage 2017
ISBN: 978-0-7494-8106-3
Verlag: Kogan Page

Buch, Englisch, 216 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 336 g

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.

Autoren/Hrsg.

Taylor, Heidi

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• • 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

Über Autor(innen)

Taylor, Heidi
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 also won two awards in the Chartered Institute of Marketing's prestigious annual Marketing Excellence Awards including the coveted overall Marketer of the Year. She contributes to industry journals including Marketing Week, B2B Marketing magazine and the PSMG magazine. She regularly speaks at marketing conferences in the UK and internationally.

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.