Innovative B2B Marketing

Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 years' experience in Technology and Services Marketing. He is the Managing Director and Founder of NextGen Marketing Solutions, a B2B marketing and business consultancy. Previously UK Chief Marketing Officer for Dell, he has also held senior roles at Acer, Microsoft and Toshiba. He is a Course Director with the Chartered Institute of Marketing (CIM), and lectures at Pearson Business School (University of Kent). He is a B2B council member with the Data and Marketing Association (DMA) and the author of B2B Digital Marketing Strategy, also published by Kogan Page.

• Chapter - 01: Introduction to business marketing;Section - ONE: Developing your marketing strategy;Chapter - 02: The new marketing mix;Chapter - 03: B2B marketing strategy and planning;Section - TWO: Improve B2B customer-centric marketing;Chapter - 04: Business customers and buying behaviours;Chapter - 05: Acquisition marketing;Chapter - 06: Retention and loyalty marketing;Chapter - 07: Marketing for preventing customer attrition;Chapter - 08: C-suite marketing;Chapter - 09: B2B product and solutions marketing;Section - THREE: ‘Transform’ through content and digital marketing;Chapter - 10: Digital and content marketing;Chapter - 11: Digital marketing strategy and planning;Chapter - 12: B2B digital marketing channels;Chapter - 13: Content marketing;Chapter - 14: B2B social media marketing;Chapter - 15: B2B brand building;Section - FOUR: ‘Collaborate’ with partners;Chapter - 16: Partnership marketing;Chapter - 17: B2B influencer marketing;Chapter - 18: The modern B2B channel landscape;Chapter - 19: Marketing to and through channel partners;Section - FIVE: Optimizing marketing execution;Chapter - 20: Sales and marketing alignment;Chapter - 21: Account-based marketing;Chapter - 22: Lead generation;Chapter - 23: Lead nurturing;Chapter - 24: Modern B2B events marketing;Chapter - 25: Measuring and evaluating B2B 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 for any marketer"