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B2B Marketing Strategy

Differentiate, Develop and Deliver Lasting Customer Engagement

By (author) Heidi Taylor
Format: Paperback / softback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Dec 2017
Dimensions: w 151mm h 233mm d 12mm
Weight: 340g
ISBN-10: 0749481064
ISBN-13: 9780749481063
Barcode No: 9780749481063
Synopsis
B2B marketing is functioning in an increasingly fast-paced and complex business landscape, with a wealth of new technologies, tools and channels, and where customers are more in control of the buying process than ever before. With the imperative to become 'digital', B2B marketers have become consumed by the marketing activity itself - the tactics - instead of the outcomes marketers want and need to achieve for customers and businesses. B2B Marketing Strategy provides fresh insight into the challenges marketers are facing in such an environment and offers a new framework for developing B2B marketing strategy and plans. Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy is a thought-provoking and comprehensive exploration of the state of B2B marketing. Expertly examined, this book will challenge the perspective of B2B marketers by confronting and refuting the many fallacies that currently dominate the industry. Filled with real-world case studies and practical, actionable insights, B2B Marketing Strategy takes the reader through three phases of thinking, doing and being different in order to make B2B marketing memorable in the hearts and minds of customers, creating lasting customer engagement.

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"Give a copy of this book to every B2B marketer you know. [Taylor is] an award-winning B2B marketer and is a mentor to the next generation of marketing professionals. When Heidi has something to say, we listen."--Katryna Turner, Board Member, Business Marketing Club "This book is a great read. Heidi's back-to-basics approach is timely given the constant flow of shiny new tools that threaten to distract B2B marketers. The book is strategic and thought provoking yet gives practical advice that can be acted on straight away."--Polly Barton, Head of Global Business Development, Bovill "Written by someone who has worked for over two decades across the B2B marketing landscape, this is an essential read for marketers of all levels. No hype, no fads; just straight talk, solid advice and practical examples of where and how B2B marketers need to apply their focus, energy and resources."--Roberta de Lima, Head of UK Marketing, BAI Communications "Heidi is the best marketer I've ever come across; she excels because of her innate understanding of what drives and grows a business, and makes that her starting point, only then creating the marketing strategy and plans that will deliver on that organization's objectives. This book reflects her insight and experience, and it will be as useful to the public and charity sectors as it is to business. It helps us think about how we need to influence and engage other organizations in order to achieve our objectives."--Dame Julie Mellor, Chair of The Young Foundation and former Partner at PwC "This book clearly spells out the principles, challenges and future of B2B marketing in an ever-changing landscape, and is a highly recommended read for anyone serious about ensuring their marketing delivers results in the 21st century."--Simone Timcke, Director of Anthem Consulting, B2B Marketing Recruitment "A call to arms for B2B marketers everywhere, this book is a vital read for any practitioner keen to prove the value that marketing provides to their business. Heidi has tackled a long overdue issue in B2B marketing head on, highlighting exactly why strategy and purpose should always drive tactical marketing activities."--Danny Jack, Head of Marketing & Corporate Communications, TradeRiver "[Taylor] bravely disassembles some of key myths and fallacies that too often dominate thinking today, reasserts why many of the marketing challenges are perennials, and explains why we need to get back to the fundamentals of our profession. If you're a committed B2B marketer, this book is certain to challenge, inform and ultimately reinvigorate your approach - it's a thoroughly worthwhile investment in your career."--Joel Harrison, Editor-in-chief, B2B Marketing "Heidi Taylor is a true B2B marketing professional with a strong understanding of the principles of B2B marketing and what is required to ensure brands thrive. This is a must read for any B2B marketer or organization."--Jay Neale, Managing Director, The Agency Works "Heidi Taylor has produced an essential must-read modern handbook for today's B2B marketers. The book is admirably accessible, while at the same time being in-depth and analytical. In it Taylor provides an inspiring set of tools, examples and methodologies to suit the breadth of marketing challenges faced by practitioners."--Lisa Lavia, Managing Director, Noise Abatement Society "Heidi has expertly distilled all her years of B2B marketing experience and knowledge in a book that accurately reflects the issues and opportunities that affect modern marketing professionals. Her 3D marketing system should become the adopted method for B2B marketing."--Terry Hewett, Chairman, Zest The Agency