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B2B Marketing Fundamentals

Drive Impact Across Brand, Reputation, Relationships and Revenue

Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue.

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EAN: 9781398619647

Edition: 1

Published: 03 May 2025

Format: 234 x 156

248 pages

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About the book

Ready to build a strong foundation in B2B marketing and start delivering real results?

B2B Marketing Essentials, written by B2B marketing expert Kate Mackie, is designed to help early career marketers understand how B2B marketing works. Clear and practical, this book breaks down proven marketing theories and frameworks tailored specifically to the B2B world, giving you the tools to develop effective strategies with confidence.

You'll learn how to:
- Understand key principles behind brand building, reputation, and relationships
- Learn how AI and connected data drive actionable marketing insights
- Discover how to communicate your marketing plans and results clearly across your business
- Explore real-world examples from Barclays, Mishcon de Raya and The Marketing Society
- And gain practical tips for linking marketing initiatives directly to revenue impact

With clear outcomes and beginner-friendly language, this guide empowers you to grow your skills and make a meaningful impact early in your marketing career.

Themes include: B2B marketing basics, marketing strategy, AI in marketing, communication skills, real-world examples, career development

About the authors

Kate Mackie is a Fellow of the Chartered Institute of Marketing, alumnus of the Institute for Real Growth and member of the Marketing Society where she was nominated as one of 2023's Most Influential Marketers. With 20+ years' experience, she sits on panels selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is a mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School She is based in Salisbury, UK and is currently a Partner at EY, where she leads global marketing. All views are her own.

Kate Mackie

- Chapter - 00: Introduction: The Untapped Power of B2B Marketing
- Chapter - 01: Marketing as a Business Function
- Chapter - 02: Back to Brilliant Basics
- Chapter - 03: Strategic Planning in B2B
- Chapter - 04: B2B Audience Targeting
- Chapter - 05: B2B Brand: Why it Matters More Than You Think
- Chapter - 06: Reputation: Built Through Loyalty, Advocacy and Success Stories
- Chapter - 07: Relationships: Maximising Your Most Valuable Asset
- Chapter - 08: Revenue: Unlocking Marketing Influenced Sales
- Chapter - 09: Internal Communications: Activating Internal Advocates
- Chapter - 10: Marketing Management: Getting the Business Behind You
- Chapter - 11: Conclusion: Marketing Means Business

Reviews

Andisa Ntsubane, 2024 Global President, B2B Cannes Lions Jury

B2B Marketing Fundamentals is the epitome of a compass, in an ever-evolving and changing environment, enabling emerging professionals to navigate the complexities of B2B in a simple and easy to understand manner. This must-have book is an indispensable tool for any aspiring B2B Marketer, worth their salt! Kate Mackie is one of the leading thinkers in B2B Marketing, at this watershed moment, in the journey of our craft

Victoria Fox, CEO, AAR Group

This book is a masterclass in B2B marketing-comprehensive, insightful, and brilliantly structured. Kate draws on her deep experience and proven expertise to guide readers through both the detail and the bigger picture. This isn't just theory-it's real-world, battle-tested advice. A must-read for any marketer looking to build a strong foundation in B2B marketing-engaging, practical, and incredibly valuable.

Kristin Gower, Global Client President, WPP

A much-needed resource for aspiring and ambitious marketers navigating the fast-changing world of B2B. Kate distills years of experience into actionable strategies and real-world examples that bridge the gap between theory and practice. From building brands to driving measurable results, this book offers practical guidance that marketers can apply immediately to grow their skills, their impact, and their careers. Exactly what is needed by ambitious marketers looking to make an impact in the fast-changing world of B2B.

Chris Peters, Editor, B2B Excellence

In B2B Marketing Fundamentals, Kate Mackie delivers a much-needed playbook for marketers who want to move beyond tactical execution. The book provides a strategic guide to help navigate the evolving world of modern day B2B marketing.
B2B Marketing Fundamentals is a healthy reminder for marketers who get swept up in the day-to-day tactical execution and provides a timely refresh to marketing principles that can help fast track your career progression and marketing impact.

Ritchie Mehta, Founder, School of Marketing

A masterclass in B2B marketing! This book offers both a deep dive into the essentials and a strategic outlook for the future of the industry. Whether you're a seasoned marketer or just starting out, it will equip you with the tools, frameworks, and mindset to unlock the true potential of B2B marketing. A highly practical and essential read.

Marc de Swaan Arons, Founder, Institute for Real Growth

B2B Marketing Fundamentals offers the reader an important approach and the tools required to succeed in the fast-paced world of B2B Marketing. Building on a true understanding of the market and other key stakeholder needs, readers are challenged to define Humanized Growth opportunities that drive long term value for the business and all other key stakeholders. A must-read for all B2B marketers that want to be a step ahead.

B2B Marketing Fundamentals is the epitome of a compass, in an ever-evolving and changing environment, enabling emerging professionals to navigate the complexities of B2B in a simple and easy to understand manner. This must-have book is an indispensable tool for any aspiring B2B Marketer, worth their salt! Kate Mackie is one of the leading thinkers in B2B Marketing, at this watershed moment, in the journey of our craft
Andisa Ntsubane, 2024 Global President, B2B Cannes Lions Jury

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