Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 years' experience in technology and services marketing. He has served as UK Chief Marketing Officer for Dell as well as senior roles at Acer, Microsoft and Toshiba. In 2016 he founded NextGen Marketing Solutions, is a Course Director and Fellow of the Chartered Institute of Marketing (CIM) and lectures at Pearson Business School (University of Kent). He is a B2B council member with The Institute of Direct and Digital Marketing (IDM) and Data & Marketing Association (DMA) B2B marketing council member. He is the author of Innovative B2B Marketing, also published by Kogan Page.
Inhaltsangabe
Chapter 01: The new evolving business landscape; Section PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Chapter 02: B2B digital marketing strategy; Chapter 03: B2B customer journeys and the customer experience; Chapter 04: B2B personalisation marketing and buyer personas; Chapter 05: B2B customer insights and data management Section PART TWO: GENERATING AWARENESS; Chapter 06: Generating awareness; Chapter 07: B2B SEO and search strategies; Chapter 08: B2B websites and website strategies; Section PART THREE: Digital for lead generation and lead nurturing; Chapter 09: B2B digital marketing for lead generation; Chapter 10: B2B digital and lead nurturing; Section PART FOUR: Digital campaign management and integration; Chapter 11: B2B content marketing; Chapter 12: B2B digital marketing campaign planning; Chapter 13: Digital integration marketing in B2B; Chapter 14: Digital marketing and sales; Chapter 15: Measuring digital marketing; Section PART FIVE: Digital for retaining customers; Chapter 16: Digital retention marketing Chapter 17: Digital retention marketing channels; Chapter 18: Digital retention marketing strategies; Section PART SIX: B2B social media and digital marketing platforms; Chapter 19: B2B Social media marketing strategies; Chapter 20: Digital marketing technologies and platforms;
Chapter 01: The new evolving business landscape; Section PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY; Chapter 02: B2B digital marketing strategy; Chapter 03: B2B customer journeys and the customer experience; Chapter 04: B2B personalisation marketing and buyer personas; Chapter 05: B2B customer insights and data management Section PART TWO: GENERATING AWARENESS; Chapter 06: Generating awareness; Chapter 07: B2B SEO and search strategies; Chapter 08: B2B websites and website strategies; Section PART THREE: Digital for lead generation and lead nurturing; Chapter 09: B2B digital marketing for lead generation; Chapter 10: B2B digital and lead nurturing; Section PART FOUR: Digital campaign management and integration; Chapter 11: B2B content marketing; Chapter 12: B2B digital marketing campaign planning; Chapter 13: Digital integration marketing in B2B; Chapter 14: Digital marketing and sales; Chapter 15: Measuring digital marketing; Section PART FIVE: Digital for retaining customers; Chapter 16: Digital retention marketing Chapter 17: Digital retention marketing channels; Chapter 18: Digital retention marketing strategies; Section PART SIX: B2B social media and digital marketing platforms; Chapter 19: B2B Social media marketing strategies; Chapter 20: Digital marketing technologies and platforms;
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