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Innovative B2B Marketing

Innovative B2B Marketing

New Models, Processes and Theory

Simon Hall


A clear, practical guide that demystifies modern aspects of B2B marketing, including new marketing models, processes and thought leadership pieces.

Available to pre-order from 3rd May 2017
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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 one of the Chartered Institute of Marketing's leading trainers, 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 - 01: Introduction to Innovative B2B Marketing;
  • Section - ONE: Developing Your Marketing Strategy;
    • Chapter - 02: The New Marketing Mix;
    • Chapter - 03: B2B Strategy & Planning;
  • Section - TWO: Improve B2B Customer Centric Marketing;
    • Chapter - 04: B2B Buyers and Their Changing Behaviours;
    • Chapter - 05: Acquisition Marketing;
    • Chapter - 06: Customer Loyalty & Retention – the Stickiness Factor;
    • Chapter - 07: Understanding C-suite Marketing;
    • Chapter - 08: B2B Product & Solutions Marketing;
    • Chapter - 09: B2B Influencer Marketing;
  • Section - THREE: ‘Transform’ Through Content and Digital Marketing;
    • Chapter - 10: B2B Digital and Content Marketing Landscape;
    • Chapter - 11: B2B Digital Marketing Channels;
    • Chapter - 12: B2B Digital Marketing Planning and Strategy;
    • Chapter - 13: B2B Content Marketing;
    • Chapter - 14: B2B Social Marketing;
    • Chapter - 15: B2B Brand Building;
  • Section - FOUR: ‘Collaborate’ with Channel Partners;
    • 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

Book Details

  • EAN: 9780749480806
  • Edition: 1
  • Published: 3rd August 2017
  • Paperback
  • Dimensions: 234x156
  • 256 pages

About the Author

Simon Hall has over 20 years' experience in B2B marketing within EMEA and UK roles. He was the UK Chief Marketing Officer at Dell between 2010 and 2016, and has held numerous senior roles at Microsoft, Acer and Toshiba. During his time at Acer, Simon was responsible for building a business from the ground up, topping over £250 million in just 4 years. He is an active member of several marketing associations including DMA & IDM B2B Council, CMO Council, European CMO Council, and CIM. He is a familiar face at marketing conferences in Europe, delivering keynotes and presentations.

Simon Hall