B2B Marketing Fundamentals

Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue.

This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works. There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges. This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B. With real-world examples from companies such as Adobe, Bain & Co, PwC, EY and Bentley Systems, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.

Includes real-world examples from companies such as Adobe, Bain & Co, PwC, EY and Bentley Systems

Auteur
Kate Mackie is a Partner and Global Integrated GTM Lead at EY. Based in Salisbury, UK she is a Fellow of the Chartered Institute of Marketing, an alumnus of the Institute for Real Growth and a member of the Marketing Society where she was recently nominated as Most Influential Marketer of the year 2023. With 20+ years' experience, she is regularly a judge on awards selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is an active mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School.

Contenu

• • Chapter - 00: Introduction: The Untapped Power of B2B Marketing
  • Chapter - 01: Marketing as a Business Function
  • Chapter - 02: Back to Brilliant Basics
  • Chapter - 03: Strategic Planning in B2B
  • Chapter - 04: B2B Audience Targeting
  • Chapter - 05: B2B Brand: Why it Matters More Than You Think
  • Chapter - 06: Reputation: Built Through Loyalty, Advocacy and Success Stories
  • Chapter - 07: Relationships: Understanding Individual and Client Objectives
  • Chapter - 08: Revenue: Unlocking Marketing Influenced Sales
  • Chapter - 09: Internal Communications: Activating Internal Advocates
  • Chapter - 10: B2B Marketing Management: Getting the Business Behind You
  • Chapter - 11: Conclusion: The Power of Speaking the Language of the Business