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Innovative B2B Marketing

Innovative B2B Marketing

New Models, Processes and Theory

Simon Hall

£19.99

Demystify modern aspects of B2B marketing with this clear, practical guide, including new marketing models, processes and thought leadership pieces.

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About the book

Innovative B2B Marketing is a clear, practical guide that demystifies modern aspects of B2B marketing, including marketing models, processes and thought leadership pieces. New customer buying habits, the digital era and the new industry landscape (influenced by the application economy) have all had a great impact, with marketing professionals consequently facing a shift away from traditional practices. The focus of Innovative B2B Marketing is to cut through the noise and make sense of the new models, methods and processes that have recently emerged in the B2B marketing sphere.

Authored by Simon Hall, an ex-CMO who brings over 20 years' senior level experience as one of the leading voices in the B2B sphere actively working with the CIM, the IDM, and other major associations, Innovative B2B Marketing brings together a wealth of insight and information sourced from the author's own first-hand experience. Featuring real-life examples from diverse sectors, plus topical discussion points and problems from key B2B marketing forums and associations, marketers will find new approaches, models and solutions to help deal with any B2B marketing challenge.


Table Of Contents

    • Chapter - 16: The Channel Landscape;
    • Chapter - 17: Marketing to Channel Partners and Enabling Them;
    • Chapter - 18: How to Market Through Channel Partners;
    • Chapter - 19: Channel Strategy, Planning and Control;
  • Section - FIVE: Optimizing Marketing Performance and Execution;
    • Chapter - 20: Sales and Marketing Alignment;
    • Chapter - 21: Account Based Marketing;
    • Chapter - 22: Lead Generation and Nurturing;
    • Chapter - 23: Modern Events Marketing;
    • Chapter - 24: Marketing Performance Management
  • Section - FOUR: ‘Collaborate’ with Channel Partners;
    • Chapter - 15: B2B Brand Building;
    • Chapter - 14: B2B Social Marketing;
    • Chapter - 13: B2B Content Marketing;
    • Chapter - 12: B2B Digital Marketing Planning and Strategy;
    • Chapter - 11: B2B Digital Marketing Channels;
    • Chapter - 10: B2B Digital and Content Marketing Landscape;
  • Section - THREE: ‘Transform’ Through Content and Digital Marketing;
    • Chapter - 09: B2B Influencer Marketing;
    • Chapter - 08: B2B Product & Solutions Marketing;
    • Chapter - 07: Understanding C-suite Marketing;
    • Chapter - 06: Customer Loyalty & Retention – the Stickiness Factor;
    • Chapter - 05: Acquisition Marketing;
    • Chapter - 04: B2B Buyers and Their Changing Behaviours;
  • Section - TWO: Improve B2B Customer Centric Marketing;
    • Chapter - 03: B2B Strategy & Planning;
    • Chapter - 02: The New Marketing Mix;
  • Section - ONE: Developing Your Marketing Strategy;
    • Chapter - 01: Introduction to Innovative B2B Marketing;



Reviews

A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals.
Dawn Southgate, Head of Knowledge, The Chartered Institute of Marketing

If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight.
Catherine Howard, UK and Ireland Marketing Director, Atos

B2B marketers today need to be more dynamic than ever before, but this can be difficult in an environment where the complexity of the tools, technologies, techniques and channels has exploded, leaving many of us floundering. Innovative B2B Marketing provides the guidance that all B2B marketers need to help them navigate for success. I will be keeping this book very close to hand.
Richard Robinson, Chair, B2B Marketing Council, The IDM

How do you build best-in-class B2B strategy in today's digital economy? How are great B2B brands built? How do you select the right lead nurturing agency? Innovative B2B Marketing is a rich treasure trove of B2B strategic wisdom.
Shenda Loughnane, Global Chief Strategy Officer, iProspect

Innovative B2B Marketing is a comprehensive and compelling book that every B2B marketer should read.
Ashraf Kamel, Head of Technology Vertical EMEA, LinkedIn Marketing Solutions


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Book Details

  • EAN: 9780749480806
  • Edition: 1
  • Published: 3rd August 2017
  • Paperback
  • Dimensions: 233x157
  • 312 pages

About the Author

Simon Hall is a marketing innovator with over 20 years' experience in Technology and Services Marketing. He has served as UK Chief Marketing Officer for Dell as well as senior roles at Acer, Microsoft and Toshiba. In 2016 Simon founded NextGen Marketing Solutions. Simon is a Course Director with the Chartered Institute of Marketing (CIM), a B2B council member with The Institute of Direct and Digital Marketing (IDM), the Internal Consulting Group's (ICG) Global Thought Leader for B2B Marketing, and a member of the European CMO Council.


Simon Hall