Innovative B2B Marketing: New Models, Processes and Theory

  • 3h 50m
  • Simon Hall
  • Kogan Page
  • 2017

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.

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.

In this Book

  • Introduction to Business Marketing
  • The New Marketing Mix
  • B2B Marketing Strategy and Planning
  • Business Customers and Buying Behaviours
  • Acquisition Marketing
  • Retention and Loyalty Marketing
  • C-Suite Marketing
  • From Product to Solutions Marketing
  • B2B Influencer Marketing
  • Digital and Content Marketing
  • Digital Marketing Strategy and Planning
  • B2B Digital Marketing Channels
  • Content Marketing
  • B2B Social Media Marketing
  • B2B Brand Building
  • The Modern B2B Channel Landscape
  • Marketing to Channel Partners and Enabling them
  • Marketing Through Channel Partners
  • Channel Marketing Strategy and Control
  • Sales and Marketing Alignment
  • Account-Based Marketing
  • Lead Generation
  • Modern B2B Events Marketing
  • Modern Marketing Operations
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