(EBOOK PDF) B2B Marketing A Guidebook for the Classroom to the Boardroom 1st Edition 3030542912 9783030542917 full chapters

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ISBN-10 :   3030542912 

ISBN-13 : ‎ 9783030542917

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

B2B Marketing A Guidebook for the Classroom to the Boardroom 1st Table of content:

Part I. Basics and Theories: A Good Base Is Half the Rent

1. The Big Picture: Why the Going Gets Tougher!

2. The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!

3. The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!

4. MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions

Part II. Practical Concepts and Models: Applied Science from the Experts

5. B2B Marketing Strategy: Finding the Needle in the Haystack

6. The Marketing Canvas: A Template for Powerful Go to Market Strategies

7. To Brand or Not to Brand: An Introduction to B2B Branding

8. Marketing Automation: Defining the Organizational Framework

9. Marketing Automation: Exploring the Process Model for Implementation

10. Successful Lead Management: Nothing’s Gonna Stop Us Now

11. Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator

12. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey

13. Content Marketing Process: Embrace Art and Science

14. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing

15. Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World

16. From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content

17. Strategic Account-Based Marketing: How to Tame This Beast

18. Social Media in B2B: The New Kids on the Block

19. Social Selling in B2B: How to Get Jump Started

20. Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media

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