B2B Marketing

Edited by Uwe G. Seebacher

in Management for Professionals from Springer

Date: 2021
Edition: 1st ed. 2021
ISBN: 978-3-030-54292-4
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Chapters in this book:

Ch 1 The Big Picture: Why the Going Gets Tougher!

Mike Kleinemaß and Uwe G. Seebacher

Ch 2 The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!

Uwe G. Seebacher

Ch 3 The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!

Uwe G. Seebacher

Ch 4 MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions

Uwe G. Seebacher

Ch 5 B2B Marketing Strategy: Finding the Needle in the Haystack

Alex Cairns

Ch 6 The Marketing Canvas: A Template for Powerful Go to Market Strategies

Susanne Trautmann

Ch 7 To Brand or Not to Brand: An Introduction to B2B Branding

Kirsten Juliet Ives and Vera Müllner

Ch 8 Marketing Automation: Defining the Organizational Framework

Alexander Mrohs

Ch 9 Marketing Automation: Exploring the Process Model for Implementation

Lutz Klaus

Ch 10 Successful Lead Management: Nothing’s Gonna Stop Us Now

Stephan Wenger

Ch 11 Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator

Boris Ringwald

Ch 12 User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey

Fabienne Halb and Uwe G. Seebacher

Ch 13 Content Marketing Process: Embrace Art and Science

Łukasz Kosuniak

Ch 14 Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing

Olaf Mörk

Ch 15 Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World

Alexandra Ender

Ch 16 From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content

Jonathan Barrett and Mark Herten

Ch 17 Strategic Account-Based Marketing: How to Tame This Beast

Andy Bacon

Ch 18 Social Media in B2B: The New Kids on the Block

Connor Moseler and Olaf Mörk

Ch 19 Social Selling in B2B: How to Get Jump Started

Beatrice Ermer and Jens Kleine

Ch 20 Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media

Markus Weinländer

Ch 21 Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market

Nils Horstmann

Ch 22 Finding the Right Path: A B2B Marketing Journey SME Showcase

Stefan Prath

Ch 23 Digital Transformation in Shipping: The Hapag-Lloyd Story

Jenny Gruner

Ch 24 Choosing the Right Marketing Automation Platform: A SME Success Story

Mariana Romero-Palma

Ch 25 How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions—Case Energy Industry

Beatrice Ermer, Sabrina Weiß and Markus Niehaus

Ch 26 Marketing and Sales Excellence: A Practical Showcase for Organisations

Stefan Schulz

Ch 27 Winning and Retaining Customers Successfully Through Lead Management: The Intralogistics Provider STILL Success Story

Oliver Nolte and Sönke Caro

Ch 28 User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry

Fabienne Halb and Uwe G. Seebacher

Ch 29 Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence

Klara Gölles and Uwe G. Seebacher

Ch 30 Central Business Intelligence: A Lean Development Process for SMEs

Lukas Strohmeier

Ch 31 From Zero to Hero: B2C Practice as Revenue Generator in B2B

Mike Kleinemaß

Ch 32 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide

Miroslav Negovan and Uwe G. Seebacher

Ch 33 What Did This Guidebook Present, and Where Does It Go from Here?

Uwe G. Seebacher

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DOI: 10.1007/978-3-030-54292-4

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