B2B digital marketing strategy : how to use new frameworks and models to achieve growth / Simon Hall.  (Text) (Text)

Hall, Simon, 1971-
Call no.: HF5415.1265 .H345 2020Publication: London : Kogan Page, 2020Description: xiii, 333 p. : illISBN: 9781789662542 (pbk.); 1789662540 (pbk.); 9781789662566 (hbk.); 1789662567 (hbk.)Subject(s): Internet marketingInternet advertisingSocial media -- MarketingData transmission systemsLOC classification: HF5415.1265 | .H345 2020
Partial contents:Cover -- Contents -- About the author -- Preface -- 01 The new evolving business landscape -- Introduction -- Changes to the marketing discipline -- New changes in sales -- The new B2B customer -- Legislation and ethics -- Technologies and influence -- The social organization -- References -- Further reading -- PART ONE Developing the B2B digital strategy -- 02 B2B digital marketing strategy -- Introduction -- The digital marketing strategy matrix -- Defining the digital strategy -- first steps -- Alignment: achieving strategic alignment -- Evaluating and selecting strategiesDigital marketing strategies -- References -- 03 B2B customer journeys and the customer experience -- Introduction -- Customer experience -- Customer touchpoints -- Touchpoint mapping -- Final considerations -- Inbound and outbound views of customer journeys -- References -- Further reading -- 04 B2B personalization marketing and buyer personas -- Introduction -- Types of B2B personalization -- B2B personalization by channel -- The B2B personalization marketing pyramid -- The buyer persona -- Progressive profiling -- References -- Further reading -- 05 B2B customer insights and data managementIntroduction -- Customer insights framework -- Methods for gathering customer insights in B2B -- Quantitative customer insight methods -- Qualitative customer insight methods -- Customer data management -- Types of data in marketing -- Data analytics -- References -- Further reading -- PART TWO The early buyer journey stage -- 06 Generating awareness -- Introduction -- The early buying journey stage -- B2B digital advertising -- Types of advertisement targeting -- B2B social media advertising -- Selecting advertising channels -- Ad retargeting -- B2B content syndication channelsPR and online PR -- Influencer marketing -- References -- Further reading -- 07 B2B SEO and search strategies -- Introduction -- B2B search engine marketing -- B2B SEO -- Keywords and key phrases -- The long tail of search in B2B -- Keyword and competitor research -- Keywords and the buyer journey -- Link building -- Tools for search engine marketing -- B2B SEM strategies -- References -- Further reading -- 08 B2B websites and website strategies -- Introduction -- Designing a website for B2B -- Website conversion in B2B -- Evaluating B2B websites -- Managing bounce rates -- Website navigationHeatmaps -- B2B website strategies -- Other website technologies -- References -- Further reading -- PART THREE Digital for lead generation and lead nurturing -- 09 B2B digital marketing for lead generation -- Introduction -- Lead capture -- Gated content -- Social media and lead generation -- Websites and lead generation -- Email and lead generation -- Webinars -- Defining the lead generation mix -- Lead handover -- Technologies for tracking leads -- References -- Further reading -- 10 B2B digital and lead nurturing -- Introduction -- Types of lead nurture strategies -- Email lead nurturing
Summary: "B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space"--
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Book Book Professor Sangvian Indaravijaya Library
General Books General Stacks HF5415.1265 .H345 2020 (เรียกดูชั้นหนังสือ) ยืมออก 01/06/2021 31379016163561
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Includes bibliographical references and index.

Cover -- Contents -- About the author -- Preface -- 01 The new evolving business landscape -- Introduction -- Changes to the marketing discipline -- New changes in sales -- The new B2B customer -- Legislation and ethics -- Technologies and influence -- The social organization -- References -- Further reading -- PART ONE Developing the B2B digital strategy -- 02 B2B digital marketing strategy -- Introduction -- The digital marketing strategy matrix -- Defining the digital strategy -- first steps -- Alignment: achieving strategic alignment -- Evaluating and selecting strategies

Digital marketing strategies -- References -- 03 B2B customer journeys and the customer experience -- Introduction -- Customer experience -- Customer touchpoints -- Touchpoint mapping -- Final considerations -- Inbound and outbound views of customer journeys -- References -- Further reading -- 04 B2B personalization marketing and buyer personas -- Introduction -- Types of B2B personalization -- B2B personalization by channel -- The B2B personalization marketing pyramid -- The buyer persona -- Progressive profiling -- References -- Further reading -- 05 B2B customer insights and data management

Introduction -- Customer insights framework -- Methods for gathering customer insights in B2B -- Quantitative customer insight methods -- Qualitative customer insight methods -- Customer data management -- Types of data in marketing -- Data analytics -- References -- Further reading -- PART TWO The early buyer journey stage -- 06 Generating awareness -- Introduction -- The early buying journey stage -- B2B digital advertising -- Types of advertisement targeting -- B2B social media advertising -- Selecting advertising channels -- Ad retargeting -- B2B content syndication channels

PR and online PR -- Influencer marketing -- References -- Further reading -- 07 B2B SEO and search strategies -- Introduction -- B2B search engine marketing -- B2B SEO -- Keywords and key phrases -- The long tail of search in B2B -- Keyword and competitor research -- Keywords and the buyer journey -- Link building -- Tools for search engine marketing -- B2B SEM strategies -- References -- Further reading -- 08 B2B websites and website strategies -- Introduction -- Designing a website for B2B -- Website conversion in B2B -- Evaluating B2B websites -- Managing bounce rates -- Website navigation

Heatmaps -- B2B website strategies -- Other website technologies -- References -- Further reading -- PART THREE Digital for lead generation and lead nurturing -- 09 B2B digital marketing for lead generation -- Introduction -- Lead capture -- Gated content -- Social media and lead generation -- Websites and lead generation -- Email and lead generation -- Webinars -- Defining the lead generation mix -- Lead handover -- Technologies for tracking leads -- References -- Further reading -- 10 B2B digital and lead nurturing -- Introduction -- Types of lead nurture strategies -- Email lead nurturing

"B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space"--

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