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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:
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.
- 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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