B2B Digital Marketing: Using the Web to Market Directly to Businesses : 9780789748874

B2B Digital Marketing: Using the Web to Market Directly to Businesses

Miller Michael
 
Edition
 
1
ISBN
 
9780789748874
ISBN 10
 
0789748878
Published
 
16/07/2012
Published by
 
Pearson Higher Ed USA
Pages
 
368
Format
 
Available on demand
 
Title type
Book
$33.99
 
 
 
Description

B2B Digital Marketing is a guide to digital marketing for B2B companies. It addresses how to use various digital marketing vehicles to market products and services to other companies.

 

The book is divided into three sections:

 

  • Planning, introduces the various digital marketing vehicles and discusses which vehicles are most appropriate for various aspects of B2B marketing–customer acquisition, sales conversion, and customer retention.
  • Execution, discusses each digital marketing vehicle (email marketing, search engine marketing, social media marketing, et al) in depth.
  • Measurement and Refocus, discusses how to measure B2B digital marketing performance, advises how to refocus efforts based on results, and presents possible future developments in B2B digital marketing.

 

The Internet has long been an important component in business-to-consumer (B2C) marketing, enabling companies to market their brands and products directly to consumers. Business-to-business (B2B) companies are also looking to digital vehicles to enhance their marketing efforts, including everything from email and blog marketing to social media and mobile marketing.

 

Marketing to businesses is much different from marketing to consumers, and B2B digital marketing is equally different from B2C web marketing. While most of the vehicles are the same, the way they are used are unique to B2B marketing.

Table of contents
  • Introduction
  •  I PLANNING
  • 1 Understanding Digital Marketing
  • 2 Segmenting Your Audience
  • 3 Planning for Reach
  • 4 Planning for Customer Acquisition
  • 5 Planning for Sales Conversion
  • 6 Planning for Customer Retention
  • 7 Planning for Customer Loyalty
  • 8 Creating a B2B Digital Marketing Plan II EXECUTION
  • 9 B2B Website Marketing
  • 10 B2B Search Engine Marketing
  • 11 B2B Online Advertising
  • 12 B2B Email Marketing 13 B2B Blog Marketing
  • 14 B2B Social Media Marketing
  • 15 B2B Audio, Video, and Interactive Marketing
  • 16 B2B Public Relations
  • 17 B2B Mobile Marketing
  • III MEASUREMENT AND REFOCUS
  • 18 Quantifying Results
  • 19 Qualifying Results
  • 20 Looking Forward Index 
Features & benefits

- The first digital marketing book to focus solely on B2B marketing. Most digital marketing books are focused on B2C and largely ignore the growing needs of B2B!

 

- Part of Que's hot new Biz-Tech series, which is gaining popularity and importance in the fast-paced digital marketing arena!

 

- Social media is one of the hottest forms of B2B digital marketing and is covered thoroughly in this book.

Author biography

Michael Miller has written more than 100 nonfiction how-to books over the past 20 years, including The Ultimate Web Marketing Guide, YouTube for Business , Using Google AdWords and AdSense, and The Absolute Beginner’s Guide to Computer Basics , all for Que. His other best-selling online marketing books include The Complete Idiot’s Guide to Search Engine Optimization (Alpha Books), Sams Teach Yourself Google Analytics in 10 Minutes (Sams), and Online Marketing Heroes (Wiley). Mr. Miller has established a reputation for clearly explaining technical topics to nontechnical readers, and for offering useful real-world advice about complicated topics. More information can be found at the author’s website, located at www.molehillgroup.com.