Market Smart:How to Gain Customers and Increase Profits with B2B Marketing

Author: Lisa Shepherd

Publisher: Author House

ISBN: 1477227792

Category: Business & Economics

Page: 212

View: 7751

B2B companies aren’t often natural-born marketers. Marketing isn’t a core competence or even a comfort zone for many of them. But with more global competition and new ways of doing business, B2B companies now have the opportunity – and the necessity – to get smart about marketing. They have the opportunity to capitalize on marketing to enhance awareness of their products and services, gain new customers and increase their profits. This book is a practical, one-stop resource for achieving B2B marketing success. It is heavy on pragmatism and light on theory. It equips you with the fundamentals of marketing and the tactics that will help you achieve powerful results. The book is written for all the B2B companies who don’t have multi-million dollar marketing budgets, and might never have had a marketing plan or a dedicated marketer. It’s for leaders of B2B companies who (whether they want to or not) wear the marketing hat for their business. It’s also for all the B2B company administrators and coordinators who aren’t marketers by training but become marketers by delegation. The book is a comprehensive guide that covers the critical elements of successful B2B marketing in a single source. You’ll learn how to: • Develop a B2B marketing strategy with a practical 3-step process • Identify what B2B customers really want and what will make your company stand out • Choose the right B2B marketing tactics for your organization • Create a realistic action plan • Set goals • Budget and manage B2B marketing activities • Implement effectively If you work in a B2B company and want to put marketing to work and gain customers and increase your profits, this book is for you.

B2B Marketing Strategy

Differentiate, Develop and Deliver Lasting Customer Engagement

Author: Heidi Taylor

Publisher: Kogan Page Publishers

ISBN: 0749481072

Category: Business & Economics

Page: 216

View: 7199

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, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. 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.

Facebook Advertising For Dummies

Author: Paul Dunay,Richard Krueger,Joel Elad

Publisher: John Wiley & Sons

ISBN: 9780470948934

Category: Business & Economics

Page: 336

View: 2268

Profitable ideas and techniques for advertising on Facebook Tap into the explosive growth of social media and reach your customers with effective Facebook advertising campaigns and savvy insights into how to use this social media phenomenon effectively. It’s all here and more in this detailed, easy-to-follow guide from two award-winning marketers. You'll learn what makes a good Facebook ad, how to apply the latest strategies and tactics for effective pay-per-click and cost-per-impression advertising, how to test your ad results, and much more. Explores Facebook advertising inside and out; there are now more than 400 million active Facebook users and over 1.6 million active Pages on Facebook Works as an all-around, hands-on guide for both experienced and new Facebook advertisers Walks you through planning and creating an advertising campaign Explains writing effective ad copy, how to use landing pages, and how to test and optimize your ads Shows you how to use Facebook Insights to understand your results and how to create reports that analyze data Put your company's best face forward with the sound advertising tips and techniques in Facebook Advertising For Dummies.

Marketing Strategy: A Beginner's Guide to B2B Marketing Success

Author: Jason W. Simmons

Publisher: BookBaby

ISBN: 1543909361

Category: Business & Economics

Page: 184

View: 851

This book is written for B2B marketers who are interested in learning how to create a competitive marketing strategy for their organizations. The practical content within the book is meant to serve as a user's manual or guide on how to achieve that. The structure is laid out in the chronological sequence one would need to follow in order to create an effective marketing strategy, and is broken into three sections: Learn - Build - Execute. Upon completing the book, and the optional exercises in each chapter, marketers will walk away with their very own custom marketing strategy and will be armed with the knowledge they need to be effective B2B marketers!


Praxisnahes Lehrbuch zum anwendungsorientierten Marketing

Author: Burkhard L. Meyer

Publisher: Akademische Verlagsgemeinschaft München

ISBN: 3960911688

Category: Business & Economics

Page: 102

View: 5719

Deutschland - Erfinderland Nummer 1 in Europa. Trotz zahlreicher Produktinnovationen scheitern unsere Unternehmen nicht selten bei ihren Bemühungen Neuprodukte erfolgreich zu vermarkten. Aufgrund komplexer Umfeld- und Marktbedingungen wird für eine gute Unternehmensführung ein ganzheitliches Marketingkonzept immer wichtiger. Da bei der Vermarktung von Produkten und Dienstleistungen an Unternehmen andere "Spielregeln" als im konsumtiven Bereich gelten, werden in der vorliegenden Lektüre, unter Verwendung bekannter Ansätze, die Besonderheiten der B2B-Transaktionsprozesse erörtert und diese in ein Konzeptionsdesign integriert. Dieses Buch möchte Praktikern einen kompakten Leitfaden für die Entwicklung einer Marketing-Konzeption im B2B-Bereich an die Hand geben und dem interessierten Leser einen schnellen Einstieg in das extensive Thema bieten.

Handbook on Business to Business Marketing

Author: Gary L. Lilien,Rajdeep Grewal

Publisher: Edward Elgar Publishing

ISBN: 1781002444

Category: Business & Economics

Page: 800

View: 3554

This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations Ð from businesses to government agencies to not-for-profit organizations Ð and the many individuals within them. Comprising 38 chapters written by internationally renowned scholars, this Handbook presents perspectives of a variety of issue areas from both an academic and a managerial perspective (state of theory and state of practice). The material in this compendium includes theoretical and practical perspectives in business-to-business marketing, marketing mix and strategy, interfirm relationships, personal selling and sales management, technology marketing, and methodological issues central to business-to-business markets. Published in conjunction with Penn StateÕs Institute for the Study of Business Markets, this extensive volume will expand research and teaching in business-to-business marketing in academia and will improve the practice of business-to-business marketing for firms in the industry. This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a complete overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains.

The Changing MO of the CMO

How the Convergence of Brand and Reputation is Affecting Marketers

Author: MaryLee Sachs

Publisher: Gower Publishing, Ltd.

ISBN: 9781409423157

Category: Business & Economics

Page: 103

View: 1185

Drawing on the experiences of Chief Marketing Officers (CMOs) from 10 iconic organizations with business and consumer brands across the globe, The Changing MO of the CMO explores how some organizations are making the most of a blended approach to communications and marketing and how CMOs can respond to and prepare for their new responsibilities.

Advice from the Top

The Expert Guide to B2B Marketing

Author: Business Marketing Association

Publisher: Dog Ear Publishing

ISBN: 1457502194

Category: Business & Economics

Page: 228

View: 856

A collection of the B2B Marketing thinking of 24 marketing experts from leading academics to in-the-trenches corporate marketers to senior agency executives and seasoned consultants.

B2B Marketing

A Radically Different Approach for Business-To-Business Marketers

Author: Steve Minett

Publisher: Financial Times Management


Category: Business & Economics

Page: 226

View: 4645

The definitive guide to B2B marketing!-- Why B2B marketing is radically different, and how to respond: New strategies, tools, and behaviors.-- World-class case studies: Ericsson, ITT, and other leading firms throughout North America, Japan, and Europe.-- Combines in-depth insights with practical, actionable advice!-- Traditional marketing theories and consumer techniques aren't up to the new challenges of B2B e-commerce. This book examines why -- and outlines a complete new methodology for effective B2B marketing, now and in the future. This book gives marketers a deep understanding of customer behavior associated with B2B purchasing decision-making. In the first section, Steve Minett introduces the fundamentals of B2B marketing, showing how it differs from conventional consumer marketing. He then drills down into each key aspect of B2B marketing, including technology, purchasing, strategy, branding, and communications -- providing practical advice for implementing effective B2B marketing programs. Along the way, Minett presents world-class case studies based on interviews with executives at Ericsson, ITT, Alfa Laval, and other leading companies throughout North America, Japan, and Europe. The book concludes with a preview of the future of B2B marketing, including advanced strategies for B2B e-commerce. For every B2B marketer in any industry.

Winning with Customers

A Playbook for B2B

Author: D. Keith Pigues,Jerry D. Alderman

Publisher: John Wiley & Sons

ISBN: 9780470768518

Category: Business & Economics

Page: 464

View: 8104

Do Your Customers Make More Money Doing Business With You? Knowing the answer can help you build measurable and valuable customer relationships, outperform the competition, and unlock profitable growth. Companies are blind to opportunities for profitable customer relationships without a deep understanding of how they create customer value relative to competitors. With a rigorous and measurable understanding of how customers make more money today and in the future with you, combined with supporting plans and tools to align the entire organization for success, a company can win and win big. Winning with Customers offers a step-by-step playbook to help companies develop this capability for themselves, act on it, build a culture around it and sustain it over time. The playbook includes case studies, interviews, and tools from leading B2B companies who have demonstrated success. Written by recognized business thought leaders and practitioners, this book will guide you to profitable growth. The book also serves as a launch point into a community of like-minded executives that includes a companion website which offers exercises, access to thought leaders, and other tools help you win with customers.

Creating the Strategy

Winning and Keeping Customers in B2B Markets

Author: Rennie Gould

Publisher: Kogan Page Publishers

ISBN: 0749466189

Category: Business & Economics

Page: 288

View: 2301

Creating the Strategy is a practical guide that brings together the most important elements of business strategy, B2B marketing theory and sales management. Aimed at those wanting to structure their organizations around the winning and keeping of customers in B2B markets, the book introduces a number of unique and powerful methodologies proven in workshops conducted with clients such as Mercedes-Benz and AXA Insurance. It is structured around the Sales & Business Performance Value Chain, a unique and integrated process that builds awareness and understanding of all factors impacting on sales and business performance, providing an important diagnostic tool. Whether you are working for a large organisation or a small company, Creating the Strategy will help you recognise and implement the key elements responsible for creating outstanding sales and business performance in B2B markets.

Business Marketing Management: B2B

Author: Michael D. Hutt,Thomas W. Speh

Publisher: Cengage Learning

ISBN: 1133709834

Category: Business & Economics

Page: 464

View: 8809

Reflecting the latest trends and issues, market-leading BUSINESS MARKETING MANAGEMENT: B2B, 11e delivers comprehensive, cutting-edge coverage that equips readers with a solid understanding of today's dynamic B2B market. Highlighting the similarities--and emphasizing the differences--between consumer goods and B2B marketing, this proven text focuses on market analysis, organizational buying behavior, relationship management, and the ensuing adjustments required in the marketing strategy elements used to reach organizational customers. Its managerial approach ties chapter concepts directly to real-world decision making. The new edition includes additional emphasis on automated B2B practices and the impact of the Internet. A well-balanced mix of cases equips students with a variety of hands-on applications. With its complete and timely treatment of business marketing, BUSINESS MARKETING MANAGEMENT minimizes the overlap with other marketing courses. It is an excellent text for undergraduate as well as MBA-level courses. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Social Marketing to the Business Customer

Listen to Your B2B Market, Generate Major Account Leads, and Build Client Relationships

Author: Paul Gillin,Eric Schwartzman

Publisher: John Wiley & Sons

ISBN: 0470939737

Category: Business & Economics

Page: 272

View: 1947

The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next. Features plentiful examples, case studies, and best practices Focuses on the channels that are most effective for B2B marketers Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!

Predictable Prospecting: How to Radically Increase Your B2B Sales Pipeline

Author: Marylou Tyler,Jeremey Donovan

Publisher: McGraw Hill Professional

ISBN: 1259835650

Category: Business & Economics

Page: 208

View: 8392

The proven system for rapid B2B sales growth from the coauthor of Predictable Revenue, the breakout bestseller hailed as a “sales bible” ( If your organization’s success is driven by B2B sales, you need to be an expert prospector to successfully target, qualify, and close business opportunities. This game-changing guide provides the immediately implementable strategies you need to build a solid, sustainable pipeline — whether you’re a sales or marketing executive, team leader, or sales representative. Based on the acclaimed business model that made Predictable Revenue a runaway bestseller, this powerful approach to B2B prospecting will help you to: • Identify the prospects with the greatest potential • Clearly articulate your company’s competitive position • Implement account-based sales development using ideal account profiles • Refine your lead targeting strategy with an ideal prospect profile • Start a conversation with people you don’t know • Land meetings through targeted campaigns • Craft personalized e-mail and phone messaging to address each potential buyer’s awareness, needs, and challenges. • Define, manage, and optimize sales development performance metrics • Generate predictable revenue You’ll learn how to target and track ideal prospects, optimize contact acquisition, continually improve performance, and achieve your revenue goals—quickly, efficiently, and predictably. The book includes easy-to-use charts and e-mail templates, and features full online access to sample materials, worksheets, and blueprints to add to your prospecting tool kit. Following this proven step-by-step framework, you can turn any B2B organization into a high-performance business development engine, diversify marketing lead generation channels, justify marketing ROI, sell into disruptive markets—and generate more revenue than ever. That’s the power of Predictable Prospecting.

Start Your Own e-Business

Your Step-By-Step Guide to Success

Author: Entrepreneur magazine,Rich Mintzer

Publisher: Entrepreneur Press

ISBN: 1613082681

Category: Business & Economics

Page: 264

View: 4307

With retail e-commerce sales topping $263.3 billion in 2013,and millions of people now flourishing as internet entrepreneurs, the web is the place for new businesses to be. This guide makes tapping into highly lucrative markets with an easy-to-start, inexpensive internet business easier than ever. Readers can use the successful strategies and extensive step-by-step process outlined in this book to turn their dream of entrepreneurship into a lucrative, online reality. With information on everything from choosing a domain and building a site to search engine optimization and cashing in on affiliate programs, this indispensable guide will become every “netpreneur’s” business-building bible.

Founders at Work - Deutsche Ausgabe

Die Anfänge erfolgreicher IT-Startups. 33 Pioniere im Gespräch

Author: N.A

Publisher: MITP-Verlags GmbH & Co. KG

ISBN: 3826691091


Page: 638

View: 1615

Das Buch ist eine Interview-Sammlung mit den Gründern berühmter Technologie- und Internet-Firmen, die über ihre ersten Tage der Firmengründungen berichten. Die Gründer von Firmen wie Apple, Flickr, PayPal uvm. geben Einblicke in technische, wirtschaftliche, strategische und taktische Entscheidungen der Unternehmensführung und berichten von ihren amüsanten, schmerzhaften, aber immer inspirierenden Erfahrungen.

Marketing Excellence 3

Award-winning Companies Reveal the Secrets of Their Success

Author: Hugh Burkitt

Publisher: Kogan Page Publishers

ISBN: 0749473797

Category: Business & Economics

Page: 280

View: 9121

Marketing Excellence 3 showcases the strongest case studies - all winners - from The Marketing Society's Excellence Awards to celebrate and promote the contribution that great marketing makes to the commercial success of a business. The compilation includes a selection of 30 award winners from 2012 to 2014 who have employed different strategies, tactics, tools and techniques all worthy of recognition. The book features world-leading consumer products, retail, fast food, consultancy, charity and telecoms brands such as easyJet, Hailo, McDonald's, Mercedes-Benz, Unilever, Macmillan, O2, PwC, Jack Daniel's and John Lewis. Each chapter of Marketing Excellence 3 is organised by theme and introduced by a judge who then presents the case studies in detail, providing thought-provoking answers to questions such as 'How do you find great customer insights?', 'What are the key principles that lie behind effective communications?', 'How do you create a marketing ethos that will mobilise your organisation?', 'What makes a new brand stand out and succeed?' and 'How do you keep customers loyal?' As such, it is an ideal book for marketers and students looking to be inspired by the very best in marketing campaigns.

Emerging Business Online

Global Markets and the Power of B2B Marketing, Portable Documents

Author: Lara Fawzy,Lucas Dworski

Publisher: FT Press

ISBN: 9780132172974

Category: Business & Economics

Page: 304

View: 3918

In this first comprehensive guide to Internet B2B marketing in emerging markets, the authors introduce their proprietary ebocube (“Emerging Business Online”) approach: a comprehensive, applications-oriented method that covers every stage of the marketing process. Using their framework and methodology, business leaders can implement a low-risk, high-reward business model, penetrate the world’s fastest-growing markets, and create significant value where it never existed before. The authors begin with an up-to-date introduction to emerging markets, including economic potential, languages, culture, time zones, economies, politics, and Internet/mobile penetration. Next, they review emerging market best practices for branding, distribution, segmentation, and collaboration. Then, in the heart of the book, they introduce the powerful, three-phase Internet-based ebocube B2B marketing and sales model. Readers will learn how to establish metrics and dashboards to stay on track through the entire commercial cycle; how to plan and manage campaigns, from selling propositions to media mix; how to utilize email, webcasts, websites, and banner ads in emerging markets; how to mix in offline media and channels; how to budget and manage marketing operations; and much more. Emerging Business Online concludes with detailed case studies showing ebocube at work driving real profits.