ISBN 9789332540316,B2B Digital Marketing : Using the Web to Market Directly to Businesses

B2B Digital Marketing : Using the Web to Market Directly to Businesses

Publisher:

Pearson

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ISBN 9789332540316
Publisher

Pearson

Publication Year 2014
ISBN-13

ISBN 9789332540316

ISBN-10 9332540314
Binding

Paperback

Number of Pages 352 Pages
Language (English)
Subject

Marketing

Finally, theres a comprehensive guide to digital marketing specifically for B2B companies. In B2B Digital Marketing, Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market any product or service to your target companies. Youll start with planning, discovering how to choose your best platforms and strategies for customer acquisition, sales conversion, and retention. Next, master crucial execution skills for web, search, social, and mobile marketing, online advertising, email, blogs, YouTube, online PR, and more. Finally, discover exactly how to measure your effectiveness, refocus based on what you learn, and prepare for the newest developments in B2B digital marketing. Whether youre a B2B marketer, product manager, sales professional, PR specialist, manager, or entrepreneur, this book will help you use new low-cost techniques to build stronger relationships, close more sales, and earn higher profits--starting today!
Contents
I PLANNING
1 Understanding Digital Marketing
2 Segmenting Your Audience
3 Planning for Reach
4 Planning for Customer Acquisition
5 Planning for Sales Conversion
6 Planning for Customer Retention
7 Planning for Customer Loyalty
8 Creating a B2B Digital Marketing Plan
II EXECUTION
9 B2B Website Marketing
10 B2B Search Engine Marketing
11 B2B Online Advertising
12 B2B Email Marketing
13 B2B Blog Marketing
14 B2B Social Media Marketing
15 B2B Audio, Video, and Interactive Marketing
16 B2B Public Relations
17 B2B Mobile Marketing
III MEASUREMENT AND REFOCUS
18 Quantifying Results
19 Qualifying Results
20 Looking Forward
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