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Synopsis
Innovative B2B Marketing is a clear, practical guide that demystifies modern aspects of B2B marketing, including marketing models, processes and thought leadership pieces. New customer buying habits, the digital era and the new industry landscape (influenced by the application economy) have all had a great impact, with marketing professionals consequently facing a shift away from traditional practices. The focus of Innovative B2B Marketing is to cut through the noise and make sense of the new models, methods and processes that have recently emerged in the B2B marketing sphere.
Authored by Simon Hall, an ex-CMO who brings over 20 years' senior level experience as one of the leading voices in the B2B sphere actively working with the CIM, the IDM, and other major associations, Innovative B2B Marketing brings together a wealth of insight and information sourced from the author's own first-hand experience. Featuring real-life examples from diverse sectors, plus topical discussion points and problems from key B2B marketing forums and associations, marketers will find new approaches, models and solutions to help deal with any B2B marketing challenge. New & Used
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What Reviewers Are Saying
"A long-overdue resource for anyone working in the B2B environment or wishing to enter into it. Simon Hall's development of practical and relevant B2B marketing models make this essential reading for marketers and other professionals." * Dawn Southgate, Head of Knowledge, The Chartered Institute of Marketing * "If you read any B2B marketing publication this year, this should be it! Simon Hall provides us with a refreshing view, relevant content and truly practical advice, touching on many areas pertinent in the B2B marketing world right now and for the future. Absolutely fantastic insight." * Catherine Howard, UK and Ireland Marketing Director, Atos * "B2B marketers today need to be more dynamic than ever before, but this can be difficult in an environment where the complexity of the tools, technologies, techniques and channels has exploded, leaving many of us floundering. Innovative B2B Marketing provides the guidance that all B2B marketers need to help them navigate for success. I will be keeping this book very close to hand." * Richard Robinson, Chair, B2B Marketing Council, The IDM * "How do you build best-in-class B2B strategy in today's digital economy? How are great B2B brands built? How do you select the right lead nurturing agency? Innovative B2B Marketing is a rich treasure trove of B2B strategic wisdom." * Shenda Loughnane, Global Chief Strategy Officer, iProspect * "Innovative B2B Marketing is a comprehensive and compelling book that every B2B marketer should read." * Ashraf Kamel, Head of Technology Vertical EMEA, LinkedIn Marketing Solutions *