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    B2B Marketing 123: A 3 Step Approach for Marketing to Businesses
    B2B Marketing 123: A 3 Step Approach for Marketing to Businesses
    B2B Marketing 123: A 3 Step Approach for Marketing to Businesses
    Ebook44 pages45 minutes

    B2B Marketing 123: A 3 Step Approach for Marketing to Businesses

    By Barry Silverstein

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    About this ebook

    "B2B Marketing 123" presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. It focuses on:
    1. Understanding audience: This section discusses the special nature of B2B audiences, the B2B purchasing environment, identifying audience hot buttons, audience segmentation, the new audience dynamic, and how to match products to audiences.
    2. Leveraging the media of today and tomorrow: Step 2 presents an overview of all B2B media and covers general media trends, developing an audience-driven media strategy, basics of B2B online marketing, B2B use of social media, how to evaluate media ROI, and inbound vs. outbound marketing.
    3. Creating a customer-centric culture: This section addresses the need for a customer-centric culture. It discusses customer-centric strategies, developing a customer-centric marketing plan and budgetary planning.

    This eGuide is written by Barry Silverstein, a B2B marketing expert with over 35 years of branding and marketing experience. A wealth of additional resources are included.

    LanguageEnglish
    PublisherBarry Silverstein
    Release dateSep 12, 2014
    ISBN9781311962454
    B2B Marketing 123: A 3 Step Approach for Marketing to Businesses
    Author

    Barry Silverstein

    I am an author, blogger, brand historian and retired marketing professional.I have a background in advertising and marketing. I founded a direct and Internet marketing agency and ran it for twenty years, and I have over forty years of business experience.I have authored the following non-fiction books: World War Brands; Boomer Brand Winners & Losers; Boomer Brands; Let's Make Money, Honey: The Couple's Guide to Starting a Service Business - co-author (GuideWords Publishing); The Breakaway Brand - co-author (McGraw-Hill); Business-to-Business Internet Marketing (Maximum Press); Internet Marketing for Technology Companies (Maximum Press); and three books for small business managers in the Collins Best Practices series (HarperCollins). I have also written the following eGuides, all published by 123 eGuides: Branding 123 (Second Edition), B2B Marketing, Low Cost/No Cost Marketing 123, Product Launch 123, Sales Leads 123, and On Your Own 123.I have written two novels: The Doomsday Virus and Water's Edge.I publish a blog for Boomers (www.happilyrewired.com) and a blog for dog lovers (www.cmdog.com).

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      Book preview

      B2B Marketing 123 - Barry Silverstein

      B2B Marketing 123

      A 3 Step Approach

      for

      Marketing to Businesses

      Barry Silverstein

      A 123 eGuide

      Smashwords Edition

      Copyright 2014, Barry Silverstein. All rights reserved.

      123 eGuide is a trademark of 123 eGuides

      Smashwords Edition, License Notes

      This eBook is licensed for your personal enjoyment only. This eBook may not be resold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each recipient. If you’re reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the hard work of this author.

      Note: All web links are current as of publication. The author is not responsible for links that may have changed or for content on unaffiliated websites.

      Table of Contents

      The Starting Line: B2B Marketing Isn’t What It Used to Be

      1: Get to Know What Your Audience Wants

      2: Learn How to Leverage the Media of Today (and Tomorrow)

      3: Create a Customer-Centric Culture

      The Finish Line: Reinventing Marketing

      Additional Resources

      About the Author

      About 123 eGuides

      The Starting Line

      B2B Marketing Isn’t What It Used to Be

      I want to share a brief story with you that demonstrates just how much the B2B marketing world has evolved.

      I started a B2B direct marketing agency in 1983, when direct marketing was really another term for direct mail. Many years later, when the Internet came along, I realized that my agency would be a dinosaur if we didn’t reinvent the way we did B2B marketing for our clients.

      I searched for any information I could find that would help our agency combine the power of the Internet with the principles of B2B direct marketing. I couldn’t find much, so I decided to do my own in-depth research. The result was the publication in 1999 of my book, Business-to-Business Internet Marketing, the first book about the subject. Change happened so quickly that it was necessary for me to write a Second and then Third and Fourth Editions within a few years of the original. The book became a business bestseller and was published internationally.

      Today it is gratifying to see that what I first documented in my book has become standard practice for B2B marketers. In fact, the B2B marketing world has moved so far so fast that Internet marketing (AKA e-marketing or online marketing) is now considered mainstream marketing, overtaking what some would call traditional marketing (print ads, direct mail, and the like).

      That dramatic shift, driven by increasingly sophisticated online marketing and data analysis capabilities, is shaping the present and future of B2B marketing. Another shift that has taken place simultaneously is the rise of the customer voice – the empowerment of the consumer (and business user) through

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