Hall B2B Digital Marketing Strategy

How to Use New Frameworks and Models to Achieve Growth
1. Auflage 2020
ISBN: 978-1-78966-254-2
Verlag: Kogan Page Ltd

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Beschreibung

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.

Autoren

Autoren

Hall, Simon

Über den Autor

Hall, Simon
Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 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), and lectures at Pearson Business School (University of Kent). He is a B2B council member with The Institute of Direct and Digital Marketing (IDM). Simon is the author of B2B Digital Marketing Strategy, also published by Kogan Page.

Inhaltsverzeichnis

Section - 01: The new evolving business landscape; Section - PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Section - 02: B2B digital marketing strategy; Section - 03: B2B customer journeys and the customer experience; Section - 04: B2B personalization marketing and buyer personas; Section - 05: B2B customer insights and data management; Section - PART TWO: THE EARLY BUYER JOURNEY STAGE; Section - 06: Generating awareness; Section - 07: B2B SEO and search strategies; Section - 08: B2B websites and website strategies; Section - PART THREE: Digital for lead generation and lead nurturing; Section - 09: B2B digital marketing for lead generation; Section - 10: B2B digital and lead nurturing; Section - PART FOUR: Digital campaign management and integration; Section - 11: B2B content marketing; Section - 12: B2B digital marketing campaign planning; Section - 13: Digital integration marketing in B2B; Section - 14: Digital marketing and sales; Section - 15: Measuring digital marketing; Section - PART FIVE: Digital for retaining customers; Section - 16: Types of digital retention marketing; Section - 17: Digital retention marketing channels; Section - PART SIX: B2B social media and digital marketing platforms; Section - 18: B2B social media marketing strategy; Section - 19: B2B digital marketing technologies and platforms; Section - 20: Index

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