B2B Marketing

1. Front Matter

   Pages i-xxvii

   PDF

2. Basics and Theories: A Good Base Is Half the Rent

   1. Front Matter

      Pages 1-1

      PDF

   2. The Big Picture: Why the Going Gets Tougher!

      • Mike Kleinemaß, Uwe G. Seebacher

      Pages 3-29

   3. The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!

      • Uwe G. Seebacher

      Pages 31-52

   4. The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!

      • Uwe G. Seebacher

      Pages 53-88

   5. MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions

      • Uwe G. Seebacher

      Pages 89-117

3. Practical Concepts and Models: Applied Science from the Experts

   1. Front Matter

      Pages 119-119

      PDF

   2. B2B Marketing Strategy: Finding the Needle in the Haystack

      • Alex Cairns

      Pages 121-156

   3. The Marketing Canvas: A Template for Powerful Go to Market Strategies

      • Susanne Trautmann

      Pages 157-187

   4. To Brand or Not to Brand: An Introduction to B2B Branding

      • Kirsten Juliet Ives, Vera Müllner

      Pages 189-210

   5. Marketing Automation: Defining the Organizational Framework

      • Alexander Mrohs

      Pages 211-227

   6. Marketing Automation: Exploring the Process Model for Implementation

      • Lutz Klaus

      Pages 229-245

   7. Successful Lead Management: Nothing’s Gonna Stop Us Now

      • Stephan Wenger

      Pages 247-269

   8. Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator

      • Boris Ringwald

      Pages 271-283

   9. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey

      • Fabienne Halb, Uwe G. Seebacher

      Pages 285-315

   10. Content Marketing Process: Embrace Art and Science

       • Łukasz Kosuniak

       Pages 317-341

   11. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing

       • Olaf Mörk

       Pages 343-366

   12. Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World

       • Alexandra Ender

       Pages 367-391

   13. From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content

       • Jonathan Barrett, Mark Herten

       Pages 393-418

   14. Strategic Account-Based Marketing: How to Tame This Beast

       • Andy Bacon

       Pages 419-435

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book.

The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

• B2B marketing
• Account-Based Marketing
• Buyer Journey
• Content AI
• ChatBots
• Marketing Automation
• Touchpoint Sensitivity Analysis
• Predictive Analytics

• Graz, Austria

  Uwe G. Seebacher

Uwe Seebacher, Ph.D. in Economics and Business Administration, is running the global marketing, communication, strategy, and analytics department for a global division of an Austrian based industry group. His professional experience spans over 20 years across several industry sectors like automotive, consulting, energy, and finance, among others. He is also a lecturer at many recognized business schools and universities including the FHWien der WKW (Austria). He has authored articles and books in many leading management publishing houses, for example, “Template driven Consulting” (Springer), “Strategic Workforce Management” (Harvard Business Manager), „Handbook Management Development“ (USP International), and “Management Development” (Linde Campus). 

Contributing Authors:

·         Andy Bacon, Bridge Associates

·         Jonathan Barrett, Publitek Ltd.

·         Alex Cairns, Move Marketing Ltd

·         Sönke Caro, STILL GmbH

·         Alexandra Ender, Hilti Deutschland AG

·         Beatrice Ermer, innogy SE

·         Klara Gölles, ANDRITZ AG

·         Jenny Gruner, Hapag-Lloyd AG

·         Fabienne Halb, ANDRITZ AG

·         Joel Harrison, B2B Marketing

·         Mark Herten, Publitek GmbH

·         Nils Horstmann, eviom GmbH

·         Kirsten Juliet Ives, moodley brand identity GmbH

·         Lutz Klaus, Marketing ROI Experts

·         Jens Kleine, innogy SE

·         Mike Kleinemaß, Thyssenkrupp Industrial Solutions AG

·         Lukas Kosuniak, Grow Consulting Sp. z o.o.

·         Olaf Mörk, Mörketing

·         Connor Moseler, Daimler AG

·         Alexander Mrohs           

·         Vera Muellner, ANDRITZ AG

·         Miroslav Negovan, Andritz AG

·         Markus Niehaus, innogy SE

·         Oliver Nolte, lead on GmbH

·         Stefan Prath, HAGE3D GmbH

·         Boris Ringwald, lead on GmbH

·         Mariana Romero Palma, ANDRITZ AG

·         Stefan Schulz, Brady Europe, Middle-East & Africa

·         Jochen Seelig, snapADDY GmbH

·         Lukas Strohmeier, ANDRITZ AG

·         Susanne Trautmann      

·         Markus Weinländer, Siemens AG

·         Sabrina Weiß, innogy SE

·         Stephan Wenger, AVL List GmbH

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