B2B Marketing 123: A 3 Step Approach for Marketing to Businesses

by Barry Silverstein

Overview

"B2B Marketing 123" presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. It focuses on:
1. Understanding audience: This section discusses the special nature of B2B audiences, the B2B purchasing environment, identifying audience hot buttons, audience segmentation, the new audience dynamic, and how to match products to audiences.
2. Leveraging the media of today and tomorrow: Step 2 presents an overview of all B2B media and covers general media trends, developing an audience-driven media strategy, basics of B2B online marketing, B2B use of social media, how to evaluate media ROI, and inbound vs. outbound marketing.
3. Creating a customer-centric culture: This section addresses the need for a customer-centric culture. It discusses customer-centric strategies, developing a customer-centric marketing plan and budgetary planning.

This eGuide is written by Barry Silverstein, a B2B marketing expert with over 35 years of branding and marketing experience. A wealth of additional resources are included.

Product Details

BN ID:	2940046165777
Publisher:	Barry Silverstein
Publication date:	09/12/2014
Series:	123 eGuides
Sold by:	Smashwords
Format:	eBook
File size:	86 KB

About the Author

I am an author, blogger, brand historian and retired marketing professional.

I have a background in advertising and marketing. I founded a direct and Internet marketing agency and ran it for twenty years, and I have over forty years of business experience.

I have authored the following non-fiction books: World War Brands; Boomer Brand Winners & Losers; Boomer Brands; Let's Make Money, Honey: The Couple's Guide to Starting a Service Business - co-author (GuideWords Publishing); The Breakaway Brand - co-author (McGraw-Hill); Business-to-Business Internet Marketing (Maximum Press); Internet Marketing for Technology Companies (Maximum Press); and three books for small business managers in the Collins Best Practices series (HarperCollins). I have also written the following eGuides, all published by 123 eGuides: Branding 123 (Second Edition), B2B Marketing, Low Cost/No Cost Marketing 123, Product Launch 123, Sales Leads 123, and On Your Own 123.

I have written two novels: The Doomsday Virus and Water's Edge.

I publish a blog for Boomers (www.happilyrewired.com) and a blog for dog lovers (www.cmdog.com).