AI-Powered B2B Marketing

Develop Ai-Enabled Strategies and Practices for Maximum Impact
1. Auflage 2025
ISBN: 978-1-3986-2198-5
Verlag: Kogan Page

Buch, Englisch, 352 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 763 g

The rapid evolution of AI offers unprecedented opportunities for B2B marketers to improve efficiency and increase impact, but also presents significant challenges for B2B marketing professionals who must understand and deploy these technologies effectively. This book works to demystify AI for B2B marketers, providing those at a mid-senior level with clear, practical frameworks for integration, backed by real-world examples and expert insights from global companies such as Danfoss, American Express, IBM and Schneider Electric. From exploring how AI can power market, competitor and customer research, to the ethics of using AI and how to embed it into your overarching B2B marketing strategy, this book delivers everything a B2B marketer needs to know about using AI in their marketing. Written by market-leading trainer Simon Hall, this book explores how AI can transform every aspect of the B2B marketing strategy including content on lead generation and nurturing, the buyer journey and awareness phase and on engaging and managing accounts. It also covers how to review and select the right technology for the job and explains the future trends marketers need to keep an eye on to stay ahead of the curve.

Autoren/Hrsg.

Hall, Simon

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction to AI and AI’s impact on B2B Marketing
• Section - ONE: AI Powered Market and Customer Research
• • Chapter - 01: AI Powered Market Research
  • Chapter - 02: AI for Customer Insights
• Section - TWO: AI enabled early Buyer Journey
• • Chapter - 03: AI Powered Awareness Phase
  • Chapter - 04: AI and Search Engine Marketing
  • Chapter - 05: AI Powered B2B Content Marketing
• Section - THREE: AI Lead Generation and Lead Nurturing
• • Chapter - 06: AI for Account Identification and Research
  • Chapter - 07: AI for Lead Capture
  • Chapter - 08: AI Powered Lead Nurturing
  • Chapter - 09: AI Personalization to Support Lead Nurturing
• Section - FOUR: Engaging and Managing Accounts
• • Chapter - 10: Chatbots and Conversational AI for B2B Customer Service
  • Chapter - 11: AI Powered Customer Retention Marketing
  • Chapter - 12: AI and Customer Events
• Section - FIVE: AI for Marketing Productivity and Marketing Management
• • Chapter - 13: AI and Marketing Team Management and Collaboration
  • Chapter - 14: AI Powered Analytics and Performance Measurement
  • Chapter - 15: AI and Data Privacy Considerations
• Section - SIX: Developing the AI B2B Marketing Strategy
• • Chapter - 16: AI Technology Review and Selection
  • Chapter - 17: Ethical Considerations and Future Trends in AI for B2B Marketing

Über Autor(innen)

Hall, Simon
<b>Simon Hall</b> is a renowned marketing leader with over 30 years of experience in technology and services marketing. He has served as UK Chief Marketing Officer at Dell and held senior roles at Acer, Microsoft and Toshiba. As the founder of NextGen Marketing Solutions, a Course Director and Fellow of the Chartered Institute of Marketing, and a lecturer at the University of Kent and Henley Business School, he brings a wealth of practical expertise. He is the author of <i><b>B2B Digital Marketing Strategy</b></i> and<b> <i>Innovative B2B Marketing Strategy</i></b>, also published by Kogan Page.

Simon Hall, based in London, UK, is a marketing innovator with around 30 years' experience in technology and services marketing. He served as UK Chief Marketing Officer for Dell and held senior roles at Acer, Microsoft and Toshiba. He founded NextGen Marketing Solutions, is a Course Director and Fellow of the Chartered Institute of Marketing and lectures at the University of Kent. He is also the author of B2B Digital Marketing Strategy andInnovative B2B Marketing Strategy, published by Kogan Page.