- Gives clear, direct explanations of the more advanced aspects of digital B2B marketing, and makes these accessible and user-friendly
- Expertly explains the most up-to-date digital frameworks relevant to the B2B marketing sphere, and shows how to implement these to achieve lead generation, customer retention and data management
- Is due to be the set text for the Chartered Institute of Marketing (CIM)'s course Advanced B2B Digital Marketing, and recommended reading for the courses B2B Acquisition and Retention Marketing, and Introduction to B2B Digital Marketing
- Includes a wealth of global case studies, featuring companies such as Danfoss, American Express, IBM, Schneider Electric and more
B2B Digital Marketing Strategy
How to Use New Frameworks and Models to Achieve Growth
Hone and perfect your digital marketing skills and learn how to apply them effectively within the B2B marketing sphere, with this practical resource.
Key features at a glance
EAN: 9781789662542
Edition: 1
Published:
Format: 235x155
352 pages
About the book
Harness the most up-to-date techniques, frameworks and skills for effective B2B digital marketing, with this essential handbook as recommended by the Chartered Institute of Marketing (CIM).
B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management.
Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.
About the authors
Simon Hall, Berkshire, UK is a marketing innovator with around 25 years' experience in Technology and Services Marketing. In his former career, he served as UK Chief Marketing Officer for Dell as well as many senior European roles at Acer, Microsoft and Toshiba. In addition to running courses and workshops with companies on various B2B marketing and digital marketing areas, Simon Hall also lectures final year university students and degree apprentices in strategy, and marketing at Pearson Business School (University of Kent). He is a member of the Chartered Institute of Marketing, of the DMA B2B Council, and a Global Thought Leader in B2B Marketing for the ICG Group (a global consulting company). He is the founder of NextGen Marketing Solutions and author of Innovative B2B Marketing, also published by Kogan Page.
A brilliant, rare and impactful insight into areas to consider when creating a B2B digital marketing strategy. Highly recommend this read as an essential for all marketers.
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