B2B Marketing: A Guidebook for the Classroom to the Boardroom

Foreword
	B2B Marketing´s Time Has Come
Preface
Next-Generation B2B Marketing
	Introduction
	Of Populists and Realists
	Forward into the Past
	Global Madness: So What?
	Method and Process Competence
		Process Competence as a Basic Requirement
		Homework First
		Everything Must Pay Off
	Data Competence
	IT Competence
	Summary
	References
Acknowledgment Adobe Marketo
Acknowledgment LinkedIn
Contents
About the Editor
Part I: Basics and Theories: A Good Base Is Half the Rent
	1: The Big Picture: Why the Going Gets Tougher!
		1.1 Change Is the Only Constant
		1.2 Industry as a Beneficiary
		1.3 Away from Sheet Metal: Toward Services and Software
		1.4 The Industry Is Lagging Behind
		1.5 Management Is the Challenge
		1.6 Organization Must be Rethought
		1.7 Digitization as a Driver and Game Changer
		1.8 Reinventing Corporate Communications
		1.9 Marketing and Sales Automation Make Everything Possible
		1.10 Marketing Engineering as a New Discipline
		1.11 Traditional Engineering: Old or Valuable?
		1.12 There Is No Shortcut for Experience
		1.13 From World Market Leaders and Deadly Comfort Zones
		1.14 Gyro Gearloose Is Not Steve Jobs
		1.15 Who Shapes the Transformation?
		1.16 The Question Is Not If, But When!
		1.17 Summary
		References
	2: The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!
		2.1 Too Many Names and Terms
		2.2 Marketing Resource Management (MRM)
		2.3 B2B Marketing from A to Z
			2.3.1 A/B Test
			2.3.2 Account-Based Marketing (ABM)
			2.3.3 Brand Management
			2.3.4 Business-to-Business (B2B) Marketing
			2.3.5 Buyer Journey
			2.3.6 Buyer Persona
			2.3.7 Campaign Management (CamM)
			2.3.8 Content Management (ConM)
			2.3.9 Content Marketing (CoMk)
			2.3.10 Conversion Rate (CR)
			2.3.11 Conversion Rate Optimization (CRO)
			2.3.12 Customer Experience (CX)
			2.3.13 Customer Life Cycle (CLC)
			2.3.14 Customer Relationship Management (CRM)
			2.3.15 Date-Driven Marketing (DDM)
			2.3.16 Demand Generation
			2.3.17 Evergreen Content
			2.3.18 Gated Content
			2.3.19 Growth Hacking
			2.3.20 Inbound Marketing
			2.3.21 Influencer Journey
			2.3.22 Influencer Marketing
			2.3.23 Lead Management (LM)
			2.3.24 Lead Nurturing
			2.3.25 Marketing Automation
			2.3.26 Marketing Orchestration
			2.3.27 Marketing Qualified Lead (MQL)
			2.3.28 MarTech Stack
			2.3.29 Micro Content
			2.3.30 Native Advertising (NA)
			2.3.31 Owned Media
			2.3.32 Outbound Marketing
			2.3.33 Performance Marketing
			2.3.34 Sales Channel Marketing (SCM)
			2.3.35 Sales Qualified Lead (SQL)
			2.3.36 Social Selling
			2.3.37 Story Telling
			2.3.38 Touchpoint Management
			2.3.39 User Experience
		2.4 Summary
		References
	3: The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!
		3.1 The Situational Approach
		3.2 Organizational Etymology of Change
		3.3 The Five-Stage Marketing Maturity Model
			3.3.1 One-Directional, Reactive Marketing (ORM)
				3.3.1.1 One-Directional Marketing
				3.3.1.2 Reactive Marketing
				3.3.1.3 The Way Out of the Trap
				3.3.1.4 Structure Leads to Sovereignty
				3.3.1.5 Structures Are the Basis
			3.3.2 Bidirectional, Reactive Marketing (BRM)
				3.3.2.1 Life Becomes Easier
				3.3.2.2 Self-Pity Is Fatal
				3.3.2.3 Bidirectional Marketing
				3.3.2.4 Business Intelligence and Analytics
			3.3.3 Interactive Marketing (IAM)
				3.3.3.1 Marketing Automation
				3.3.3.2 Change Management
			3.3.4 Proactive Analytics Marketing (PAM)
				3.3.4.1 Proactive Marketing
				3.3.4.2 Marketing: Home of Multidimensional Analytics
			3.3.5 Predictive Profit Marketing (PPM)
		3.4 Where Is B2B Marketing Right Now?
			3.4.1 Marketing Structure Index (MIS)
			3.4.2 Marketing Relevance Index (MRI)
			3.4.3 Marketing Performance Index
			3.4.4 Marketing Positioning Index (MPI)
		3.5 A Few Fall by the Wayside
		References
	4: MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions
		4.1 The Beginnings of Martech
		4.2 The Database Marketing
		4.3 PCs and Servers as Pioneers
		4.4 Tom Siebel Attacks
		4.5 The Dotcom Bubble Claims Victims
		4.6 The MarTech Bubble Is Growing
			4.6.1 The Suite for SMEs: But Not for Enterprises
			4.6.2 The Platform for the B2B Professionals
			4.6.3 The Portfolio Strategy as the Jungle Book of Unimagined Opportunities
		4.7 Where Are CRM and MA in Jurassic Park?
			4.7.1 Sales Benefits from Marketing Automation
			4.7.2 MarTech Suppliers Are the Always Best
			4.7.3 No Provider Can Offer Customer Intelligence
		4.8 The MarTech Journey
			4.8.1 Step 1: The CRM System
			4.8.2 Step 2: The IT Strategy as Reference Framework
			4.8.3 Step 3: Marketing Automation in the Focus
			4.8.4 Step 4: Full Speed Ahead into the Jungle
		4.9 The S-Curve Model
		4.10 Summary
		References
Part II: Practical Concepts and Models: Applied Science from the Experts
5: B2B Marketing Strategy: Finding the Needle in the Haystack
	5.1 Introduction: The Strategy Model and Why We Need a Framework for Strategic Marketing Planning
	5.2 STEP 1: Marketing Landscape
		5.2.1 How Can We Define a Situation Analysis Template for Profiling the Company´s Current Offering?
		5.2.2 Segmentation and Routes to Market
		5.2.3 Creating Buyer Personas
		5.2.4 Researching Macro Environment Detail for Bespoke B2B Sectors
		5.2.5 Marketing SWOT Analysis
	5.3 STEP 2: Competitor Analysis
		5.3.1 What Are the Comparable Characteristics of the Modern Competitor Marketing Approach?
	5.4 STEP 3: Message, Brand and Positioning
		5.4.1 The Core Elements That Influence Any B2B Marketing Value Proposition
		5.4.2 Other Positioning Considerations
	5.5 STEP 4: Media and Marketing Channel Selection Criteria
		5.5.1 What Does the Spectrum of Typical Marketing Channels Look Like in B2B?
		5.5.2 Building a Modern B2B Channel Mix
	5.6 STEP 5: MarTech Stack
		5.6.1 Steps to Consider in Building the Optimal B2B Martech Stack
	5.7 STEP 6: Objectives
		5.7.1 How to Build SMART B2B Objectives?
	5.8 STEP 7: Marketing Action Plan Budget and Timeline
		5.8.1 How Should We Build and Visualise a Framework for Budget and Timescales for Implementation?
	5.9 STEP 8: Reporting Template for Optimisation
		5.9.1 Frequency, Areas to Consider and Reporting Template for B2B Marketing Monitoring
	5.10 Conclusion
	References
6: The Marketing Canvas: A Template for Powerful Go to Market Strategies
	6.1 B2B Marketing Is Complicated
		6.1.1 Why Traditional Information Gathering Is No Longer Working
		6.1.2 Understanding the Big Picture
		6.1.3 Effective Knowledge Management with Canvas Methods
	6.2 The B2B Marketing Canvas by Susanne Trautmann
		6.2.1 Why the Problem Must Be the Starting Point
		6.2.2 How to Influence Purchasing Decisions with Emotions and Win New Customers
		6.2.3 The Target Customer: Limit Your Target Audience
			6.2.3.1 A Fictional Description of the Ideal Customer
		6.2.4 The Solution: A Master Plan to Make Your Customers Happy
		6.2.5 The Alternative Solution: What Additional Options are Available to Solve the Problem?
		6.2.6 The Promise: Activate the Imagination of Your Target Customers with Your Version of a Better Future
		6.2.7 The Unfair Advantage: Building Value Through Thought-Leadership
		6.2.8 The Status Quo: Inventory and Risk Analysis Before the Commencement Start
		6.2.9 The Goal: How Do You Define a Measurable Goal That Everyone in the Team Can Work Toward with Enthusiasm?
	6.3 The Marketing Canvas Process in Practice
		6.3.1 The Preparation
		6.3.2 The Implementation
		6.3.3 The Follow-Up
		6.3.4 The Optimal Number of People for the Marketing Canvas Workshop
		6.3.5 Avoiding Resistance
		6.3.6 Duration of the Marketing Canvas Workshop
		6.3.7 Flipchart, Whiteboard, and Equipment
		6.3.8 Empty Fields in the Marketing Canvas
		6.3.9 Iteration Loops
	6.4 Practical Application of the Marketing Canvas
		6.4.1 The Challenge and the Consequence
		6.4.2 The Target Customer
		6.4.3 The Solution
		6.4.4 The Alternative Solution
		6.4.5 The Promise
		6.4.6 The Unfair Advantage
		6.4.7 The Status Quo
		6.4.8 The Goal
	6.5 Summary
	References
7: To Brand or Not to Brand: An Introduction to B2B Branding
	7.1 Introduction
	7.2 Branding in B2B Marketing
		7.2.1 Branding Then and Now: What Is a Brand?
		7.2.2 Why Is Branding Relevant in B2B Markets?
			7.2.2.1 B2B Is Not Just B2B
			7.2.2.2 Three Good Reasons for B2B Branding
	7.3 From Development to Management: 360 B2B Branding
		7.3.1 Brand Development
			7.3.1.1 The Groundwork
			7.3.1.2 The Status Quo on the Branding Ladder
			7.3.1.3 Adopting a Position
			7.3.1.4 Mission, Vision, and Values
			7.3.1.5 The Personality of the Brand
		7.3.2 The Brand Strategy
			7.3.2.1 Holistic Branding
		7.3.3 Brand Management
	7.4 Reap the Rewards: Effects and Benefits of B2B Branding
	7.5 Conclusion
	References
8: Marketing Automation: Defining the Organizational Framework
	8.1 Why Marketing Automation Is Disruptive
		8.1.1 Change in B2B Customer Relationships
		8.1.2 The New Way to Plan Campaigns
	8.2 How Marketing Automation Changes Customer Interaction Along the Customer Life Cycle
		8.2.1 More Leads in Customer Acquisition
		8.2.2 Identifying Potential in Customer Relationship Management
		8.2.3 Last Chance in Recovery Management
	8.3 How Marketing Automation Changes the Organization
		8.3.1 Marketing Automation as a Management Topic
		8.3.2 Professionalization of Marketing
		8.3.3 Focus on Core Sales Activities
			8.3.3.1 Better Interaction Between Marketing and Sales
		8.3.4 Over- or Underestimating the Technology
	8.4 Conclusion: How Marketing Automation Becomes a Success
	References
9: Marketing Automation: Exploring the Process Model for Implementation
	9.1 Introduction
		9.1.1 Increasing the Adoption Rate: The Human Success Factor
	9.2 The Process Model at a Glance
	9.3 Six Steps to a Successful Introduction of Marketing Automation
		9.3.1 Taking Stock
		9.3.2 Kick-Off
		9.3.3 Basic Principles
		9.3.4 Processes and Control
	9.4 Use Case: Campaign
		9.4.1 Execution
	9.5 Common Mistakes and Strategies to Avoid Them
	9.6 Marketing Automation as a Driver of Digitalization: An Outlook
	References
10: Successful Lead Management: Nothing´s Gonna Stop Us Now
	10.1 The Setup of Marketing and Sales Organization
		10.1.1 Marketing Lacks to Measure Sales Relevant KPIs
		10.1.2 Modern Marketing and the Digital Transformation
	10.2 Funnel Concept
		10.2.1 An Introduction to the Funnel Concept
		10.2.2 The Different Steps from a Potential Customer to a Won Customer
	10.3 Successful Lead Management
		10.3.1 Definition of Lead Management
		10.3.2 Lead Generation
		10.3.3 Lead Nurturing and Lead Scoring
		10.3.4 Lead Qualification
	10.4 The Lead Management Maturity Model (LMM-Model)
		10.4.1 Purpose of the LMM-Model
		10.4.2 Description of the LMM-Model
		10.4.3 The Four Crossing Points in the LMM-Model
		10.4.4 Above and Below the Path of the LMM-Model
	10.5 Summary
	References
11: Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator
	11.1 Lead Capturing as Part of the Lead Management Process
		11.1.1 Conventional Lead Capturing at Trade Fairs
	11.2 Digital Lead Capturing
		11.2.1 New Possibilities Through Digitalization
		11.2.2 Software Automation
		11.2.3 Further Advantages of Digital Lead Capturing
		11.2.4 Data Quality
		11.2.5 Tool Selection and Technologies
	11.3 Introduction of Digital Lead Capturing as a Change Process
		11.3.1 Costs
		11.3.2 Savings Potentials
		11.3.3 Cost-Benefit Calculation
	11.4 Conclusion
	References
12: User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey
	12.1 Buying Behavior Impacting B2B Marketing Strategies
	12.2 Decision-Making in B2B Buying
		12.2.1 The Buying Center
		12.2.2 Influencing Factors and Motivation of B2B Buyers
	12.3 B2B User Experience
		12.3.1 The Role of User Experience in B2B
		12.3.2 Influencers and Drivers of B2B User Experience
	12.4 Visualizing B2B Customer Experience
		12.4.1 The Customer Journey
		12.4.2 Relevance of the Customer Journey in B2B Marketing
	12.5 Measuring Experience
		12.5.1 From Customer Satisfaction to User Experience
		12.5.2 How to Measure Experience?
	12.6 Touchpoint Management
		12.6.1 Goals of Touchpoint Management
		12.6.2 The Touchpoint Management Process
	12.7 Touchpoint Evaluation
		12.7.1 Evaluation Criteria
	12.8 B2B Touchpoint Evaluation Tool
	12.9 Summary
	References
13: Content Marketing Process: Embrace Art and Science
	13.1 Art or Science?
	13.2 Learn from Journalists
	13.3 The Content Manager: A Key Role in Content Marketing Process
		13.3.1 Why Do You Need a Content Manager?
		13.3.2 What Are Content Managers Doing?
		13.3.3 How to Hire a Good Content Manager?
	13.4 The Pillars of the Content Marketing Management Process
		13.4.1 Planning
		13.4.2 Identification of the Purchase Decision-Maker (Buyer Persona)
		13.4.3 Identify Customer Information Needs at Every Stage of the Decision-Making Process
		13.4.4 Defining Key Content Messages at Different Stages of the Decision-Making Process
		13.4.5 Identify Standardized Content Formats
		13.4.6 Define Content Distribution Channels
		13.4.7 Presentation and Acceptance of Content Strategy by the Board
	13.5 Content Production
		13.5.1 Content Calendar
			13.5.1.1 Content Brief
			13.5.1.2 Content Draft
			13.5.1.3 Research
			13.5.1.4 Content Delivery: Expert Draft Version
			13.5.1.5 Expert Check
			13.5.1.6 Graphics
			13.5.1.7 Reformat: Content Recycling
			13.5.1.8 CTA Placement
			13.5.1.9 Content Placement
	13.6 Content Promotion
		13.6.1 Promotion Budget
		13.6.2 Promotional Content Production
		13.6.3 Promotional Content Conversion Report
	13.7 Measure Content Performance
	13.8 Summary
	Additional Materials
14: Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing
	14.1 Content Marketing in the Drastic Change
		14.1.1 VUCA World as a Catalyst for CCCM
		14.1.2 Definition of CCCM (Contingency-Centric Content Management)
		14.1.3 CCCM as an SEO Booster
			Excursus
		14.1.4 Content Marketing Strategy: CCCM Strengthens the Brand and Its Image
		14.1.5 The CCCM Contingency Wheel
	14.2 Customer Journey: Explosion of Content Opportunities
	14.3 CCCM: Sustainable Customer Success and More
	14.4 Content Meets Business Psychology
		14.4.1 New Laws Offering Great Opportunities for CCCM Law
			14.4.1.1 Examples of Classic CCCM Communication Options
			14.4.1.2 Examples of Digital CCCM Communication Possibilities
		14.4.2 Conclusion
	14.5 Example 1: CCCM-Social-An App as Environmentalist and Revenue Generator.
		14.5.1 Background Situation
		14.5.2 The Solution
		14.5.3 Do Good Deeds and Let Them Be Talked About
		14.5.4 CCCM-Social: Do Good Together
		14.5.5 The Trolleywise App: Easy to Use, Strong in Success
		14.5.6 Most Important Marketing Measures
		14.5.7 Results
		14.5.8 Lessons Learned
	14.6 Example 2: CCCM-Law-A New Industry Overnight
		14.6.1 Situation and Legal Starting Point
		14.6.2 The Solution
		14.6.3 Opportunity Meets Speed
		14.6.4 New Customers Overnight
		14.6.5 Industry Newcomer Quickly Becomes an Expert
		14.6.6 Content Creates Trust: The Basis for Success
		14.6.7 Most Important Marketing Measures
		14.6.8 Results
		14.6.9 Lessons Learned
	References
15: Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World
	15.1 The Journey Stage Itself Is Not Defining Content Needs
	15.2 Understanding Your Customer Needs
	15.3 Introduction to Design Thinking: Creating Buyer-Centric Communication
		15.3.1 Running Design Thinking: A Sprint Not Being an Option
			Tip
	15.4 Defining the Problem: The Business Briefing
	15.5 Need Finding and Benchmarking: Understanding the Customers
		15.5.1 Creating a Customer Profile
		15.5.2 Retracing the Buyer´s Journey
	15.6 Ideation: Imagining a Customer Flow
		Tip
		Tip
		15.6.1 Tips to Unleash Your Creativity
		15.6.2 Prioritizing the Ideas
	15.7 Prototyping: Developing Communication Material to Prepare Testing
	15.8 Testing
	15.9 Summary
	References
16: From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content
	16.1 Always on the Move: Snapshot of the Latest Developments in B2B SEO
		16.1.1 What Is SEO and How Does It Work?
		16.1.2 What Is Special About B2B SEO?
		16.1.3 Why Is SEO so Important in B2B Marketing?
		16.1.4 Latest Google Algorithms and Their Meaning for B2B SEO
	16.2 Contextual Frameworks: A New Way of Using SEO for Content Optimization
		16.2.1 Content Optimization and How to Get Beyond Keywords
			16.2.1.1 Readability Versus Keyword Repeatability
		16.2.2 Content Is King, Context Crowns It!
		16.2.3 How to Add Context to Your Content?
	16.3 Link Building: How to Build High-Quality Backlinks
		16.3.1 How to Build Inbound Links
	16.4 Technical On-Site Optimization: How to Make Your Content Shine
	16.5 Use Cases: Network Taxonomies Applied
		16.5.1 How to Set Up a Tech Blog Based on SEO Mind Mapping
			16.5.1.1 Create a Network of Blog Posts Using Pillar Posts as the Center of the Structure
			16.5.1.2 Build an Interlinked Content Network
			16.5.1.3 Do Keyword Research to Define Subtopics
		16.5.2 Using a Taxonomy to Identify Influencers for Niche Topics
	16.6 New Level of Customer-Centricity: How Understanding User Intent Changes B2B Marketing
	References
17: Strategic Account-Based Marketing: How to Tame This Beast
	17.1 Defining ABM
		17.1.1 B2B Marketing
		17.1.2 ITMSA
		17.1.3 Sirius Decisions
			Learning Points
		17.1.4 The History of ABM
		17.1.5 Triggers to Adoption
			17.1.5.1 Traditional Demand Gen Is Broken
			17.1.5.2 ABM MarTech
				Learning Points
	17.2 The Types of ABM (Fig. 17.1)
		17.2.1 Strategic ABM (1:1)
		17.2.2 ABM Lite (1:Few)
		17.2.3 Programmatic ABM (1:Many)
			Author´s Note
		17.2.4 Hybrid Approaches
	17.3 Pilot Programs
		Learning Points
	17.4 Key Steps to ABM Implementation (Fig. 17.2)
		17.4.1 Sales and Marketing Alignment
		17.4.2 Account Selection
		17.4.3 Existing Account Selection Process
		17.4.4 Ideal Customer Profile (ICP)
		17.4.5 Account Opportunity Matrix (Fig. 17.3)
			17.4.5.1 Advocates
			17.4.5.2 Vulnerable
		17.4.6 Due Diligence
		17.4.7 Onboard/Embed
		17.4.8 Collaborative Account Scoring
		17.4.9 Intent Data
			Learning Points
	17.5 Account Planning
	17.6 Account Research and Insight
	17.7 The ABM Strategic Account Plan
		Learning Points
		17.7.1 Content and Delivery
			Learning Points:
		17.7.2 Measurement and KPIs
	17.8 Summary
	References
18: Social Media in B2B: The New Kids on the Block
	18.1 Social Media in B2B: Definition, Dynamics, and Trends
	18.2 Targeting Possibilities of Various Social Media Channels
	18.3 Facebook: B2C Top Dog Also for B2B?
		18.3.1 General Information
	18.4 Facebook Targeting Opportunities and B2B Marketing
		18.4.1 Conclusion Facebook
	18.5 Instagram: Reaching Your Goal with Precision
		18.5.1 General Information
		18.5.2 Instagram Targeting Opportunities and B2B Marketing
		18.5.3 Conclusion Instagram
	18.6 LinkedIn: The B2B Powerhouse
		18.6.1 General Information
		18.6.2 LinkedIn Targeting Opportunities and B2B Marketing
		18.6.3 Conclusion LinkedIn
	18.7 WhatsApp: More than ``Message in a Bottle´´
		18.7.1 General Information
		18.7.2 WhatsApp Targeting Opportunities and B2B Marketing
		18.7.3 Conclusion WhatsApp
	18.8 TikTok: The ``Wild Thing´´
		18.8.1 General Information
		18.8.2 TikTok Targeting and B2B Marketing
		18.8.3 Conclusion TikTok
	18.9 Quora: Good to Know
		18.9.1 General Information
		18.9.2 Quora Targeting Opportunities and B2B Marketing
		18.9.3 Conclusion Quora
	18.10 Reddit: The New SpaceX in B2B?
		18.10.1 General Information
		18.10.2 Reddit Targeting Opportunities and B2B Marketing
		18.10.3 Conclusion Reddit
	18.11 Recommendations for the Social Media Jungle
	18.12 I Do Not Like It
		18.12.1 ``Counter-Writing´´ Usually Backfires
		18.12.2 No Money, No Honey!
	18.13 The Phoenix from the Ashes in B2B Social Media
	18.14 No Survival in the Social Media Jungle Without Strategies
		18.14.1 Communicate with People and Not with Companies
	18.15 Showcase: B2C Social Media Successfully Used in B2B
		18.15.1 Background Situation
		18.15.2 The Solution
		18.15.3 The Results
		18.15.4 Lessons Learned
	References
19: Social Selling in B2B: How to Get Jump Started
	19.1 About the Relevance of Social Selling for the B2B Business
	19.2 Theoretical Foundations of Social Selling
		19.2.1 Categorisation of Social Selling and Relevant Terms
		19.2.2 Findings from Research on Social Selling
		19.2.3 Functionality of Social Selling
		19.2.4 Requirements for Social Selling
	19.3 Development of a Successful Social Selling Strategy
		19.3.1 Required Framework Conditions
		19.3.2 Integration into The Sales Strategy
		19.3.3 Empowerment of Sales Representatives
		19.3.4 Alignment and Integration with Marketing Planning
		19.3.5 Effective Targeting
		19.3.6 Setting the Rules of the Game
	19.4 Ingredients for Successful Social Selling
		19.4.1 Creation of Relevant Content in a Customer-centric Way
		19.4.2 Platforms for Social Selling
		19.4.3 Helpful Tools
	19.5 Opportunities and Risks of Using Social Media and Social Selling in B2B
		19.5.1 Opportunities of Using Social Media in B2B
		19.5.2 Risks of Using Social Media in B2B
	19.6 Summary and Outlook
	References
20: Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media
	20.1 Motivation for Corporate Influencing
	20.2 Platforms
		20.2.1 Overview
		20.2.2 Selection of Platforms
	20.3 Characteristics of Corporate Influencing
		20.3.1 Commitment
		20.3.2 Narrative
		20.3.3 Profile
		20.3.4 Components for Posts
		20.3.5 Texts
		20.3.6 Pictures
		20.3.7 Videos
		20.3.8 Frequency
		20.3.9 Theme Selection
		20.3.10 Editorial Planning
		20.3.11 Curation
		20.3.12 Developing a Network
	20.4 The Corporate Influencing Program in the Company
		20.4.1 The Seven Building Blocks of Corporate Influencing
		20.4.2 Relevance of Networked Campaigns
		20.4.3 Required Change in the Communications Departments
	20.5 Evaluation of the Results
		20.5.1 Use of KPIs
		20.5.2 Qualitative Results
	20.6 Conclusion and Outlook
	References
21: Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market
	21.1 Introduction to Digital Marketing in China
	21.2 Cultural and Technical Differences
		21.2.1 Differences in the Digital Landscape
		21.2.2 User Behavior and Expectations
	21.3 The Customer Journey in China: Touchpoints and Channels
		Case Study: Trade Fairs
	21.4 Digital Success Factors and Important Touchpoints
		21.4.1 Domain and Hosting
			Case Study: International Domain Structure
		21.4.2 Search Marketing and Baidu
		21.4.3 WeChat
			Case Study: WeChat Accounts for ``Oversea Companies´´
	21.5 Social Media Marketing
		21.5.1 WeChat
		21.5.2 Douyin (TikTok)
		21.5.3 Kuaishou
		21.5.4 Red
		21.5.5 Weibo
		21.5.6 Video Platforms
		21.5.7 Youku
		21.5.8 Tencent Video
		21.5.9 iQiyi
		21.5.10 Bilibili
	21.6 KOL: Key Opinion Leaders
		21.6.1 B2B Commerce
	21.7 Important B2B Commerce Platforms in China (Excerpt)
		21.7.1 1688 Alibaba
		21.7.2 Global Sources
		21.7.3 Made-in-China
	21.8 The Localization of Global Marketing Strategies
		Case Study: Teamwork in China
	21.9 Summary
	21.10 Important ``Take Aways´´
Part III: Case Studies and Showcases: Applied Success Featuring the Ambitious
	22: Finding the Right Path: A B2B Marketing Journey SME Showcase
		22.1 A Marketing Journey?
			22.1.1 The Emerging Market of 3D Printing and Additive Manufacturing
		22.2 Organizational Analysis
			22.2.1 The Early Years and Developments
			22.2.2 Challenges for an SME in a Global, Investor-Driven Market
				22.2.2.1 Internal Challenges
				22.2.2.2 External Challenges
		22.3 Finding the Path
			22.3.1 Off the Path: Texting and Valuating but Still Competing Well
				Example
			22.3.2 Mistakes May Happen
			22.3.3 The Path Becomes Clearer
			22.3.4 Our Seven Key Messages
		22.4 Walking the Path
			22.4.1 Let Us Start with a Marketing Session
			22.4.2 Marketing Mix and Budget Breakdown in 2020
			22.4.3 Our Marketing Mix in Detail
		22.5 Destination Unknown: Reinvent the Path
			22.5.1 Why Our Marketing Mix Is Not Written in Stone
			22.5.2 Our Actions to Reinvent the Path
		22.6 Conclusion
		References
	23: Digital Transformation in Shipping: The Hapag-Lloyd Story
		23.1 How to Bring Digital Marketing on Board a Traditional Company
		23.2 Hapag-Lloyd: Fifth Largest Shipping Line in the World
			23.2.1 Challenges of the Market and the Company
		23.3 What Digital Transformation Means for Hapag-Lloyd
			23.3.1 Customer Centricity, Collaboration and Co.: Clear Mission as a Signpost and Beacon on the Path of Transformation
			23.3.2 How Special Unit DBT Accelerates the Transformation and Online Marketing
		23.4 Role and Objectives of Digital Marketing at Hapag-Lloyd
			23.4.1 Convincing and Raising Awareness: Solutions and Challenges in the Buildup Phase
		23.5 Quick Quotes: Hapag-Lloyd´s First Global Digital Product
			23.5.1 A Global Scalable Marketing Model for Quick Quotes
			23.5.2 The Three Phases of Scaling Quick Quotes
		23.6 The Internal Influencer Program: The ``Digital100´´
		23.7 Annual Report Proves: Online Marketing Strategy Works
		23.8 Exploitation Phase and Increase of Scaling as Next Steps
		23.9 How Digital Transformation Can Succeed
		Bibliography
	24: Choosing the Right Marketing Automation Platform: A SME Success Story
		24.1 Introduction
		24.2 Background and Challenges
		24.3 Why Marketing Automation and Where to Start?
			24.3.1 An Organizational Perspective
			24.3.2 A Tool Perspective
		24.4 The Evaluation Process
			24.4.1 The Alignment Challenges
			24.4.2 Selection Key Criteria
		24.5 The Implementation Process
			24.5.1 Additional Key Requirements
			24.5.2 The Four Project Phases
		24.6 Fast Results and Many Happy Internal Clients
		24.7 Lessons Learned
		24.8 Conclusions
		References
	25: How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions-Case Energy Industry
		25.1 Introduction
		25.2 Historical Development of innogy SE and Its Characteristics
		25.3 The innogy Brand
		25.4 Strict Customer Centricity as a Starting Point for bit.B
		25.5 Setting Up a Strategic Lead Management Including Lead Nurturing
			25.5.1 Importance and Development of Strategic Lead Nurturing
			25.5.2 Development of Buyer Personas for bit.B
			25.5.3 Development of the Lead Scoring Model for bit.B
			25.5.4 Content Programs and Contents
		25.6 Results and Achievements
		25.7 Conclusion
		References
	26: Marketing and Sales Excellence: A Practical Showcase for Organisations
		26.1 Why Marketing and Sales Excellence Is Key
			26.1.1 Challenge ``Omni-Channel´´ Context
		26.2 Conflict Between Marketing and Sales
			26.2.1 The Infamous ``Silo Thinking´´ and Famous ``Mini-Max Principle´´
			26.2.2 But How Good Is the Alignment Really?
			26.2.3 Digital Disruption in Sales
		26.3 Success Factors of Marketing and Sales Excellence
		26.4 ``Customer Journey Management´´
			26.4.1 Lead Management: Defining the Processes with the Sales Department
			26.4.2 The Implementation: Tracking and Automating Customer Journey Interactions
			26.4.3 Sales Enablement
			26.4.4 Evaluating Contacts: Lead Scoring and Contact Engagement Funnel
				26.4.4.1 Contact Engagement Funnel
		26.5 Marketing and Sales Excellence in Practice
			26.5.1 Planning
			26.5.2 Alignment
			26.5.3 Processes
				Excursus
			26.5.4 Review
		26.6 When the ``Dream Trip´´ Suddenly Becomes a ``Horror Trip´´
		References
	27: Winning and Retaining Customers Successfully Through Lead Management: The Intralogistics Provider STILL Success Story
		27.1 STILL: A Strong Brand
			27.1.1 What Drives This Market?
			27.1.2 Focus on the Customer
			27.1.3 Where Does That Come From?
		27.2 The Golden Rule of Lead Generation
			27.2.1 Lead Management
			27.2.2 Lead Definition at STILL
			27.2.3 The Range of Services of STILL Lead Management
			27.2.4 Definition of Lead Types at STILL
		27.3 The Phases of Successful Lead Generation at STILL
			27.3.1 Phase 1: Strategy
			27.3.2 Phase 2: Addresses
			27.3.3 Phase 3: Dialog Marketing and Lead Management
			27.3.4 Phase 4: Completion
		27.4 Decisive Success Factors in Lead Management for STILL
			27.4.1 The Lead Quality
			27.4.2 The Lead Acceptance
			27.4.3 The Lead Transparency
			27.4.4 The Lead Conversion
			27.4.5 The Success: Sales and Return
		27.5 Outlook and Conclusion
		References
	28: User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry
		28.1 Profile of an International Industrial Technology Group
		28.2 The Challenge: Which Touchpoints Are the Most Effective?
		28.3 The Solution: Touchpoint Evaluation Project
			28.3.1 Research Design
			28.3.2 Secondary Research
			28.3.3 Primary Research
			28.3.4 Target Group and Sample Selection
			28.3.5 Research Instrument and Field Research
			28.3.6 Data Collection and Analysis
		28.4 Results and Outcomes
			28.4.1 Internal Analysis
			28.4.2 External Analysis
		28.5 Interpretation of Research Results: Touchpoint Evaluation
		28.6 Lessons Learned
		28.7 Summary
		References
	29: Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence
		29.1 Introduction
		29.2 Structural Presentation of the Case Studies Company
			29.2.1 The Product Portfolio
			29.2.2 The Organization
		29.3 Problem Definition and Approach to Solution
			29.3.1 Sales Partner Management at Random
			29.3.2 The Channel Success Manager
			29.3.3 The Channel Excellence Framework
			29.3.4 New Job Descriptions and Goals
		29.4 The Sales Partner Monitoring
			Example
		29.5 Sales Partner Incentive as a Win-Win
			Example
		29.6 The Sales Partner Journey
		29.7 More Than We Had Ever Dreamed of !
		References
	30: Central Business Intelligence: A Lean Development Process for SMEs
		30.1 Introduction and Background
		30.2 Business Intelligence at Industrial Equipment Manufacturer WATERCOM
			30.2.1 Major Hurdles Emerge
			30.2.2 Finding A Way Out
		30.3 The Project Setup
			30.3.1 First Tasks
			30.3.2 Designing the IT Architecture
			30.3.3 Acquiring External Market Data
		30.4 Moving Ahead: Building Trust in the Organization
			30.4.1 Converting the Resistance
			30.4.2 Creating a Data-Packed Strategy
			30.4.3 The Power of Dashboards
		30.5 Elene´s Key Findings and Her Vision for Central Business Intelligence
		References
	31: From Zero to Hero: B2C Practice as Revenue Generator in B2B
		31.1 Introduction
		31.2 The Challenge
		31.3 Analyzing the Pain Points in Sales and Distribution
			31.3.1 Digital Marketing as a Painkiller and Profit Maker
			31.3.2 Creating the Buyer Personas
			31.3.3 Thinking Like the Customer
			31.3.4 Designing the Customer Journey
			31.3.5 Ensuring Conversion Friendliness and User Experience
			31.3.6 Developing the SEO DNA
		31.4 The Results
			31.4.1 The First 3 Months
			31.4.2 Six Months After the Launch
			31.4.3 Nine Months Until the Birth of ``ROMI´´
		31.5 Summary
		References
	32: 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide
		32.1 Introduction
		32.2 IHMB Engineering a Division of the IHMB Group
			32.2.1 The Company
			32.2.2 The Overall Market of IHMB Engineering
			32.2.3 The Competition
			32.2.4 The Marketing Organization of IHMB Engineering
		32.3 The Marketing Turnaround Process at IHMB Engineering
			32.3.1 Meet Rick: The New Global Marketing Director
			32.3.2 The Journey Begins
				32.3.2.1 Step 1: Implementing a New Marketing Structure
				32.3.2.2 Step 2: Clear Roles and Responsibilities
				32.3.2.3 Step 3: Process Library
					Who Will Actually Use This Library?
					The Process Mapping Workshop
					Some Feedback from the Team
				32.3.2.4 Step 4: Unleashing Innovations
					The Way to Predictive Intelligence
					The Quest for New Tools
				32.3.2.5 Step 5: KPIs and Monitoring
					Key Performance Indicators
					Data Tracking and Integration
					Some Feedback from the Organization
				32.3.2.6 Increasing the Reputation of Marketing
		32.4 More for Less: The Results as the Bullets for the Proof
		References
			Online Sources
Part IV: Closing
	33: What Did This Guidebook Present, and Where Does It Go from Here?
		33.1 The Work
		33.2 Part I: Applied Basics and Theories
		33.3 Part II: Best Practice Concepts and Models
			33.3.1 Template-Based Marketing: From ABM to UX
		33.4 Part III: Success Stories and Showcases
		33.5 The Outlook
Index