B2B Digital Marketing Strategy

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
		Social media marketing and lead nurturing
		Website and lead nurturing
		Lead recycling
		Technologies for lead nurturing
		Lead nurturing planning
		References
		Further reading
PART FOUR Digital campaign management and integration
	11 B2B content marketing
		Introduction
		Content and its roles
		Content marketing checklist
		Aligning content to the customer journey
		Key content formats in B2B
		Core content and fragmented content
		How much content do you need?
		When to update content
		Content activation and distribution
		Scheduling content
		Content amplification
		User-generated content in B2B
		B2B content marketing strategies: a summary
		References
		Further reading
	12 B2B digital marketing campaign planning
		Introduction
		Digital marketing campaigns
		Goal and objective definition
		The target customer
		Reaching audiences
		Establishing KPIs
		Defining resources
		Setting the campaign budget
		Campaign creation
		Campaign tracking
		References
	13 Digital integration marketing in B2B
		Introduction
		Challenges in digital marketing integration
		Integrating digital and offline
		Planning for digital integration
		Techniques and technologies for offline integration
		Integrating direct mailing
		Integrating events
		PR and digital integration
		Digital and customer service
		References
		Further reading
	14 Digital marketing and sales
		Introduction
		Challenges for B2B sales
		Identifying improvements in sales and marketing engagement
		The 3Es of digital sales and marketing
		Sales email tracking
		CRM, and how sales and marketing leverage it
		Sales and social media
		The Sales Enablement Maturity Model
		Account-based marketing
		References
		Further reading
	15 Measuring digital marketing
		Introduction
		Creating a digital measurement framework
		Process and outcome
		Measuring the early buying stage
		Measuring the mid-buying journey
		Measuring the late buyer journey
		Post-purchase measurement
		Absolute marketing metrics
		Vanity metrics and actionable metrics
		Hierarchy of metrics
		Attribution modelling
		References
		Further reading
PART FIVE Digital for retaining customers
	16 Types of digital retention marketing
		Introduction
		Digital technologies and retention customer insights
		Segmenting customers
		Predictive analytics and retention marketing
		The journeys beyond purchase
		Identifying post-purchase journeys
		Core retention marketing
		Development customer marketing
		Lapse prevention marketing
		Contact strategy
		Customer loyalty and digital
		References
		Further reading
	17 Digital retention marketing channels
		The digital channel mix for retention marketing
		Email in retention marketing
		Webinars in retention marketing
		Websites in retention marketing
		Mobile in retention marketing
		Social media in retention marketing
		Customer retention marketing strategies
		References
		Further reading
PART SIX B2B social media and digital marketing platforms
	18 B2B social media marketing strategy
		Introduction
		B2B social media channels and goals
		B2B social media and generating awareness
		Lead generation and social media
		Social media advocacy
		B2B social media listening
		B2B social media measurement framework
		B2B social media marketing strategies
		References
		Further reading
	19 B2B digital marketing technologies and platforms
		Introduction
		Marketing technology requirements
		Artificial intelligence and digital marketing
		The future of B2B digital marketing
		References
		Further reading
Index