Chapter
01 Introduction to business marketing
The changing business landscape
Business market segmentation and size
Core trends and this book
References and further reading
Part One Developing your marketing strategy
The marketing mix defined
Is the marketing mix still relevant?
The shift away from the four Ps
The new B2B marketing mix
Marketing mix and trade-offs
03 B2B marketing strategy and planning
The traditional and new B2B marketing planning process
Marketing strategy formulation
The marketing funnel and beyond
Part Two Improve B2B customer-centric marketing
04 Business customers and buying behaviours
The importance of business buying behaviours
Identifying business buying behaviours
Business buying influencers
Types of buying situation
Changes to business buying behaviour
Customer acquisition and customer lifecycle
Acquisition marketing and types of acquisition customer
The acquisition marketing process
Re-acquisition marketing process
Acquisition marketing strategies and tactics
06 Retention and loyalty marketing
The REAP model and retention/loyalty marketing
How to increase customer loyalty
Customer satisfaction and marketing
Customer lifecycle communication
Customer loyalty measurement
References and further reading
C-suite and C-suite marketing
The importance of C-suite
C-suite marketing challenges
C-suite persona and persona creation
Key success factors in C-suite marketing
C-suite contact strategies and tactics
Measuring C-suite marketing
Reference and further reading
08 From product to solutions marketing
Product and portfolio marketing
Product marketing: hardware, software and services
The shift away from ‘products’
Building effective value propositions
Towards solutions marketing
09 B2B influencer marketing
What is influencer marketing?
Types of influencer marketing
Why use influencer marketing?
The influencer marketing process
Influencer marketing for the long term
Part Three Transform through content and digital marketing
10 Digital and content marketing
The digital marketing evolution
Changing B2B digital marketing channels
References and further reading
11 Digital marketing strategy and planning
Digital marketing strategy objectives
Digital challenges and opportunities
Digital marketing value chain
Digital marketing measurement
Digital tools and technologies
12 B2B digital marketing channels
What is a digital channel?
The business website: the top priority
Communication channel integration
References and further reading
Content and content marketing
The benefits of B2B content marketing
14 B2B social media marketing
Benefits of social media for business
Social sales and marketing
The social media marketing process
Social media marketing enablers
Social and the customer cycle
Implementing a B2B social media advocacy programme
Social listening and monitoring
Social media channel selection
Reference and further reading
B2B brand building goals and programmes
Importance of brand consistency
Part Four Collaborating with channel partners
16 The modern B2B channel landscape
B2B channel partner marketing
Benefits of channel partners and channel partner marketing
The changing channel landscape
Channel partner and marketing alignment
17 Marketing to channel partners and enabling them
Marketing to channel partners
Selecting channel marketing communications
Channel partner enablement
New approaches: social for marketing to channel partners
Marketing to channel partners: challenges and solutions
Creating one marketing team: vendor and channel partner
18 Marketing through channel partners
Types of marketing through channel partners
Selecting and sharing marketing
Marketing through channel partners: lead generation
Gaining channel partner mindshare
Social media and channel partner marketing
Through-partner marketing applications
19 Channel marketing strategy and control
Channel marketing strategy
B2B channel marketing goals and objectives
Channel partner lifecycle marketing
Acquisition channel partner marketing
Channel partner for customer acquisition
Channel planning and control
Channel marketing budgets
Part Five Optimizing marketing execution
20 Sales and marketing alignment
The importance of alignment
Benefits of sales and marketing alignment
Organizational obstacles to alignment
Establishing sales and marketing alignment
Alignment initiative: sales integration
References and further reading
21 Account-based marketing
References and further reading
Challenges impacting lead generation
Lead generation and the customer buying cycle
The lead generation process
Lead generation tactics and strategies
23 Modern B2B events marketing
B2B event types and segmentation
Events marketing and busines buying stages
Events marketing problems and success factors
Social media and events marketing
Maximizing event lead capture
Reference and further reading
24 Modern marketing operations
Marketing data management
Marketing budget management
References and further reading
Innovative B2B Marketing
：New Models, Processes and Theory
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