Praxishandbuch B2B-Marketing

This book presents state-of-the-art knowledge in B2B marketing in a practical and comprehensive manner. More than 40 of the best business-to-business marketers address current fundamentals as well as new and proven strategies and concepts. For this second edition, the contributions have been optimized, and new terms, concepts, and case studies have been added, supported by numerous figures and data for research, teaching, and practice. The practical handbook on B2B marketing explains the rapidly growing number of modern terms, tools, and approaches for industrial goods marketing. Technical terms such as Account-Based Marketing, Buyer Journey, Content Management, Marketing Automation, Lead Generation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are put to the test for marketing in large and medium-sized B2B companies. The book is aimed at all B2B marketers who want to modernize their marketing department, focus on performance, and enhance the reputation of marketing within the company.

Excerpt from the content:

• The over 100 most important terms in the field of B2B marketing
• The B2B Marketing Maturity Model 2.0
• Marketing Automation – what the perfect process model for implementation looks like
• Successful Lead Management – planning, introducing, implementing
• Content Management and Content Marketing – reaching customers with Smart Content despite information overload
• Social Media and Social Selling in B2B
• User Experience and Touchpoint Management – a toolkit for Touchpoint Performance Management
• Lean Brand Management in the B2B sector
• New contributions on topics such as agile marketing, community management, conversion rate optimization, employer branding, and reengineering corporate communication
• Case studies from leading companies.