B2B Marketing Strategy: Differentiate, Develop and Deliver Lasting Customer Engagement
- 3h 49m
- Heidi Taylor
- Kogan Page
- 2018
B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans.
Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, it changes the perspective of B2B marketers by taking the unique approach of confronting and refuting many of the fallacies that are dominating the current state of B2B marketing. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.
About the Author
Heidi Taylor is a consultant, speaker and prolific blogger with a significant global following. Her expertise is in strategy and creating powerful multi-channel, multi-format marketing campaigns. In 2015 Heidi Taylor was named a top 25 UK B2B Marketing Influencer by Onalytica. She has won two awards at the Chartered Institute of Marketing's prestigious annual Marketing Excellence Awards, including the coveted overall Marketer of the Year.
In this Book
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Change Happens: The Seismic Shift in Our B2B Marketing Environment
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All That Glitters: B2B Marketing's Obsession with the Latest Tools and Tactics
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Thinking Different about B2B Marketing
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Getting Back to B2B Marketing Basics
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An Introduction to 3D Marketing
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Doing Different for B2B Marketing
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What is the Purpose of Marketing?
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What Makes a Great B2B Marketer?
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The Leadership Dilemma in B2B Marketing
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Customer Engagement for the Social Era
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Being Different in B2B Marketing
