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

Overview

This is the first comprehensive guide to digital marketing specifically for B2B companies. Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market products and services to other companies. B2B Digital Marketing is organized into three sections: Planning - introduces each digital marketing vehicle and helps decision-makers choose the right vehicles for customer acquisition, sales conversion, and customer retention. Execution - drills down to review each vehicle ...
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B2B Digital Marketing: Using the Web to Market Directly to Businesses

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Overview

This is the first comprehensive guide to digital marketing specifically for B2B companies. Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market products and services to other companies. B2B Digital Marketing is organized into three sections: Planning - introduces each digital marketing vehicle and helps decision-makers choose the right vehicles for customer acquisition, sales conversion, and customer retention. Execution - drills down to review each vehicle in depth: website marketing, search engine marketing, online advertising, email, blogs, social media marketing, audio and video marketing, online PR, and even mobile marketing Measurement and Refocus - explains how to measure B2B digital marketing performance, refocus efforts based on results, and anticipate emerging developments in B2B digital marketing B2B Digital Marketing fills a huge gap in the marketplace: until now, all digital marketing books have been focused primarily or entirely on selling to consumers. Selling to businesses is fundamentally different, and B2B companies are searching for digital marketing solutions that work for them. This book delivers exactly what they're searching for.
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Product Details

  • ISBN-13: 9780789748874
  • Publisher: Que
  • Publication date: 3/22/2012
  • Series: Que Biz-Tech Series
  • Edition number: 1
  • Pages: 368
  • Sales rank: 677,952
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Meet the Author

Michael Miller has written 100+ non-fiction books that have collectively sold more than one million units worldwide. His many business books include The Ultimate Web Marketing Guide and Using Google AdWords and AdSense. John Coe is President and Founder of The Sales and Marketing Institute, a B2B consulting, training and publishing firm specializing in integrating direct and database marketing with field sales. He founded Integrated Target Marketing, one of the nation's top 50 direct marketing agencies; spent three years as National Campaign Manager for IBM; and authored The Fundamentals of B2B Sales and Marketing.
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Table of Contents

Part I. Planning
1. Understanding Digital Marketing
2. Profiling and Segmenting the Audience
3. Planning for Customer Acquisition
4. Planning for Sales Conversion
5. Planning for Customer Retention
6. Creating a B2B Digital Marketing Plan

Part II. Execution
7. B2B Website Marketing
8. B2B Search Engine Marketing
9. B2B Online Advertising
10. B2B Email Marketing
11. B2B Blog Marketing
12. B2B Social Media Marketing
13. B2B Audio and Video Marketing
14. B2B Public Relations
15. B2B Mobile Marketing

Part III. Measurement and Refocus
16. Quantifying Results
17. Qualifying Results
18. Looking Forward

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