How to gain customers and increase profits with B2B marketing – Lisa Shepherd

INTRODUCTION………………………………………………………………….1
PART ONE— B2B MARKETING STRATEGY & MANAGEMENT
SECTION A: WHAT IS BUSINESS TO BUSINESS MARKETING?
Chapter 1 What exactly is marketing in a B2B company? ….11
Chapter 2 What’s the difference between Sales and
Marketing in B2B?………………………………………..15
Chapter 3 How do B2B and B2C (consumer) marketing
differ? …………………………………………………………17
Chapter 4 Why is marketing tough for B2B companies? ……19
SECTION B: IT ALL STARTS WITH A MARKETING STRATEGY
Chapter 5 Do you really need a marketing strategy?…………25
Chapter 6 What’s included in a B2B marketing strategy?…..27
Chapter 7 How to develop a B2B marketing
strategy in 3 steps ………………………………………..29
Chapter 8 Clarifying your company’s goals and assets ……..31
Chapter 9 Understanding what customers need
and how they buy …………………………………………37
Chapter 10 Evaluating competitors and what they’re doing….45
Chapter 11 Defining your marketing strategy……………………..49
SECTION C: MOVING FROM STRATEGY TO REALITY:
TACTICAL PLANNING
Chapter 12 What is a tactical B2B marketing plan?…………….55
Chapter 13 How do you choose the right tactics
for your company?………………………………………..57
Chapter 14 Integrating tactics to nurture B2B relationships….65
Chapter 15 How do you create a realistic action plan?………..67
SECTION D: BUDGETING, MANAGING,
AND MEASURING B2B MARKETING
Chapter 16 What should your B2B marketing budget be?……73
Chapter 17 Who should do the marketing?………………………..75
Chapter 18 Systems to make marketing efficient………………..81
Chapter 19 How to set goals for B2B marketing…………………85
PART TWO— IMPLEMENTING B2B MARKETING
Introduction to Implementation ………………………………………….87
SECTION E: DEVELOPING CONTENT
Chapter 20 Why do you need content? …………………………….93
Chapter 21 How do you decide what topics to cover?…………95
Chapter 22 How do you produce content? ………………………..97
Chapter 23 Sales Support Collateral…………………………………99
Chapter 24 Case Studies………………………………………………101
Chapter 25 White Papers and Technical Papers ………………105
Chapter 26 Blogs …………………………………………………………109
Chapter 27 Articles……………………………………………………….115
Chapter 28 Press Releases and Public Relations …………….117
Chapter 29 Corporate Identity
(some call it “brand”—mistakenly)…………………121
SECTION F: ONLINE TACTICS
Chapter 30 Websites…………………………………………………….125
Chapter 31 Microsites …………………………………………………..133
Chapter 32 Landing Pages ……………………………………………135
Chapter 33 Search Engine Optimization (SEO)
and Pay Per Click (PPC)……………………………..139
Chapter 34 Email Marketing…………………………………………..145
Chapter 35 Video …………………………………………………………149
Chapter 36 Webinars ……………………………………………………151
Chapter 37 Lead Nurturing Systems
(Marketing Automation) ……………………………….153
Chapter 38 Social Media
(LinkedIn, Twitter, and Facebook) …………………155
Chapter 39 Online Reputation Monitoring………………………..163
SECTION G: OFFLINE TACTICS
Chapter 40 Executive Seminars and Lunch and Learns…….167
Chapter 41 Trade Shows ………………………………………………171
Chapter 42 Speaking Engagements ……………………………….177
Chapter 43 Telemarketing……………………………………………..179
Chapter 44 Customer Appreciation Events………………………185
Chapter 45 Direct Mail ………………………………………………….187
Chapter 46 Print Advertisements ……………………………………189
Chapter 47 Awards ………………………………………………………191
Chapter 48 Mass Media Tactics (Radio, TV, Out of Home)…195
Chapter 49 Other Tactics ………………………………………………197
CONCLUSION …………………………………………………………………199