{"product_id":"complete-b2b-online-marketing-paperback-softback-9781118147849","title":"Complete B2B Online Marketing (Paperback \/ softback) 9781118147849","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eComplete B2B Online Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eWilliam Leake (Author), Lauren Vaccarello (Author), Maura Ginty (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118147849, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 3 August 2012\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e23.4 x 18.8 x 1.5 cm, 0.426 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eLearn to take full advantage of search and social media for B2B marketing\u003c\/b\u003e  \u003cp\u003eBusiness-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eB2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies\u003c\/li\u003e \u003cli\u003eThis ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages\u003c\/li\u003e \u003cli\u003eExplains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success\u003c\/li\u003e \u003cli\u003eCovers measuring results, improving web site usability, using metrics, and nurturing leads\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eSkilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Understanding B2B Online Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Online? 2\u003c\/p\u003e \u003cp\u003eYour Current Marketing mix 3\u003c\/p\u003e \u003cp\u003eAssessing the Value Proposition of Online 4\u003c\/p\u003e \u003cp\u003eB2B Is Different 5\u003c\/p\u003e \u003cp\u003eBuilding B2B Confidence 5\u003c\/p\u003e \u003cp\u003eDeveloping Individual Relationships with Decision Makers 8\u003c\/p\u003e \u003cp\u003eMitigating the Decline of Brand Loyalty 8\u003c\/p\u003e \u003cp\u003eDeveloping Your Strategy 11\u003c\/p\u003e \u003cp\u003eHow Online Marketing Can Solve Your Organization’s Pain Points 11\u003c\/p\u003e \u003cp\u003eSupercharging Content and Messaging with Online 12\u003c\/p\u003e \u003cp\u003eHow Online Reflects the Funnel: Objectives and Measurement 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Building a B2B Brand Online 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Online and Using Digital to Build a Brand 18\u003c\/p\u003e \u003cp\u003eBusiness-to-Business Brand Building vs. Business-to-Consumer Brand Building 18\u003c\/p\u003e \u003cp\u003eUsing Online to Build Trust 19\u003c\/p\u003e \u003cp\u003eTactical Guide to B2B Branding Online 21\u003c\/p\u003e \u003cp\u003eOnline Impact on the Marketing and Sales Funnel 21\u003c\/p\u003e \u003cp\u003eWho Are Your Customers and Why Do They Buy? 25\u003c\/p\u003e \u003cp\u003eBuilding a Website Based on Your Brand 26\u003c\/p\u003e \u003cp\u003eUsing Search, Display, Social, and Retargeting to Build Your Brand 27\u003c\/p\u003e \u003cp\u003eGo Identify Your Audience 29\u003c\/p\u003e \u003cp\u003eDefining Audience Segments 30\u003c\/p\u003e \u003cp\u003eIdentifying and Solving the B2B Pain Points for Each Segment 30\u003c\/p\u003e \u003cp\u003eSetting Up Objectives and Measurement 31\u003c\/p\u003e \u003cp\u003eDetermining Your Content Strategy 32\u003c\/p\u003e \u003cp\u003eMapping Your Audience 32\u003c\/p\u003e \u003cp\u003eWhen to Create and When to Kill Content 34\u003c\/p\u003e \u003cp\u003eChoosing the Most Helpful Distribution Channels 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Search Engine Optimization: Outranking Your Competitors 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is SEO? 38\u003c\/p\u003e \u003cp\u003eTrends in Algorithms 38\u003c\/p\u003e \u003cp\u003eMaking Search Personal 39\u003c\/p\u003e \u003cp\u003eThe Wagging Tail of Keywords 41\u003c\/p\u003e \u003cp\u003eResearching Keywords 42\u003c\/p\u003e \u003cp\u003eWriting with Keywords 44\u003c\/p\u003e \u003cp\u003eKeywords Where You Almost Forgot to Put Them 46\u003c\/p\u003e \u003cp\u003eMonitoring Keyword Performance 47\u003c\/p\u003e \u003cp\u003eSqueezing the Juice Out of Links 48\u003c\/p\u003e \u003cp\u003eDeveloping Links for Better Ranking 51\u003c\/p\u003e \u003cp\u003eDesigning for Optimal Results 52\u003c\/p\u003e \u003cp\u003eGetting Rich Media to Work for You 52\u003c\/p\u003e \u003cp\u003eMapping Your Site 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Using Paid Online Media in the B2B Marketplace 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSearch Engine Marketing 58\u003c\/p\u003e \u003cp\u003eThe Basics of Paid Search Marketing 58\u003c\/p\u003e \u003cp\u003eB2B Strategies for Paid Search 62\u003c\/p\u003e \u003cp\u003ePaid Search as Awareness 62\u003c\/p\u003e \u003cp\u003eBuilding a Paid Search Strategy to Generate Demand 65\u003c\/p\u003e \u003cp\u003eDisplay Advertising for B2B 69\u003c\/p\u003e \u003cp\u003eDisplay Advertising to Drive Awareness 70\u003c\/p\u003e \u003cp\u003eDisplay Awareness Metrics 71\u003c\/p\u003e \u003cp\u003eDisplay Advertising for Demand Generation 72\u003c\/p\u003e \u003cp\u003eThe ROI of Display 73\u003c\/p\u003e \u003cp\u003eSocial Media Advertising 74\u003c\/p\u003e \u003cp\u003ePromoting with Twitter 74\u003c\/p\u003e \u003cp\u003eFacebook Advertising 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Search and Social Media for Online PR 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview of Traditional B2B PR 82\u003c\/p\u003e \u003cp\u003eThe Traditional Press Kit 82\u003c\/p\u003e \u003cp\u003eNews Clipping Service 82\u003c\/p\u003e \u003cp\u003eTracking Analyst Relations 83\u003c\/p\u003e \u003cp\u003eHow Online PR Is Different 84\u003c\/p\u003e \u003cp\u003eUnderstanding the SEO Press Release 84\u003c\/p\u003e \u003cp\u003eReaching Out to Bloggers 86\u003c\/p\u003e \u003cp\u003eSocial Media Influence 87\u003c\/p\u003e \u003cp\u003eThree B2B Online PR Case Studies 90\u003c\/p\u003e \u003cp\u003eRutgers Center for Management Development 91\u003c\/p\u003e \u003cp\u003eSES Conference \u0026amp; Expo 92\u003c\/p\u003e \u003cp\u003ePiper Aircraft 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Social Media 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Listening 102\u003c\/p\u003e \u003cp\u003eLook Who’s Talking 103\u003c\/p\u003e \u003cp\u003eWhere Your Customers Talk 103\u003c\/p\u003e \u003cp\u003eSetting Up Listening 104\u003c\/p\u003e \u003cp\u003eFeedback Loops: Product, Marketing, and Strategy 106\u003c\/p\u003e \u003cp\u003eExploiting Your Resources 108\u003c\/p\u003e \u003cp\u003eCapacity Planning 109\u003c\/p\u003e \u003cp\u003eOrganization and Ownership 110\u003c\/p\u003e \u003cp\u003eTraining and References 112\u003c\/p\u003e \u003cp\u003eSocial Engagement 115\u003c\/p\u003e \u003cp\u003eWhen to Let Comments Go 115\u003c\/p\u003e \u003cp\u003eKeeping Pace with Velocity 116\u003c\/p\u003e \u003cp\u003eThe Value of Social Brand 117\u003c\/p\u003e \u003cp\u003eFortifying Your Customer Advocates 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Optimizing with Metrics 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAligning Analytics with the Goals of Your Site 122\u003c\/p\u003e \u003cp\u003eThe Basics of Analyzing Metrics 122\u003c\/p\u003e \u003cp\u003eDistinguishing the Right Measures 123\u003c\/p\u003e \u003cp\u003eUnderstanding Your Traffic 124\u003c\/p\u003e \u003cp\u003eKey Performance Indicators and Other Meaningful Reports 125\u003c\/p\u003e \u003cp\u003eWash, Rinse, and Repeat to Improve Your Site 126\u003c\/p\u003e \u003cp\u003eChecking the Numbers 127\u003c\/p\u003e \u003cp\u003eIdentifying Traffic Problems 129\u003c\/p\u003e \u003cp\u003eConversion Problems 131\u003c\/p\u003e \u003cp\u003eTesting for Ongoing Optimization 133\u003c\/p\u003e \u003cp\u003eShould It Stay or Should It Go? 135\u003c\/p\u003e \u003cp\u003eWhen to Overhaul and When to Kill 135\u003c\/p\u003e \u003cp\u003eSocial Media Metrics 136\u003c\/p\u003e \u003cp\u003eCreating Strong Paid Ads for Social 137\u003c\/p\u003e \u003cp\u003eGrowing Social Through Earned, Organic Search 138\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Conversion Rate Optimization and Usability 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeb Usability and CRO: Similarities and Differences 142\u003c\/p\u003e \u003cp\u003eWhere to Start: Stages for Usability and CRO 142\u003c\/p\u003e \u003cp\u003eBalancing the Call to Action 143\u003c\/p\u003e \u003cp\u003eBusiness Maturity: The Litmus Test for Usability or CRO as a Starting Point 145\u003c\/p\u003e \u003cp\u003eCRO Basics: Assessing Opportunity 146\u003c\/p\u003e \u003cp\u003eKey B2B Conversions 149\u003c\/p\u003e \u003cp\u003eEarly Stage: Engagement 149\u003c\/p\u003e \u003cp\u003eMidstage: Microconversions 150\u003c\/p\u003e \u003cp\u003eLate Stage: Form and Trial Conversions 151\u003c\/p\u003e \u003cp\u003eKnowing When Not to Test 152\u003c\/p\u003e \u003cp\u003eGetting Started with Usability Practices 152\u003c\/p\u003e \u003cp\u003eUnderstanding and Developing Personas 153\u003c\/p\u003e \u003cp\u003eAlerts to Usability Problems 155\u003c\/p\u003e \u003cp\u003eBuilding Blocks for Usability 156\u003c\/p\u003e \u003cp\u003eOrienting with Cues and Copy 156\u003c\/p\u003e \u003cp\u003eScanning: Or, What’s at Stake 158\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Integrating Online with Offline Marketing 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCan Events and Online Marketing Ever Join Forces? 160\u003c\/p\u003e \u003cp\u003eUsing Online Marketing to Drive Event Registration 160\u003c\/p\u003e \u003cp\u003eGetting the Most Out of Event Participation 168\u003c\/p\u003e \u003cp\u003eUsing Online Marketing to Track, Measure, and Understand Traditional Marketing 174\u003c\/p\u003e \u003cp\u003eDirect Mail 174\u003c\/p\u003e \u003cp\u003ePrint and Traditional Advertising 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Managing Your Leads: Automation and Nurturing 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBasics of Marketing Automation 182\u003c\/p\u003e \u003cp\u003eEffectively Using Segmentation 182\u003c\/p\u003e \u003cp\u003eLead Nurturing 183\u003c\/p\u003e \u003cp\u003eThe Who: Finding the Right Audience Through Lead Scoring 186\u003c\/p\u003e \u003cp\u003eThe What: Creating the Right Content 188\u003c\/p\u003e \u003cp\u003eWhen It’s 1:1 and When It’s 1:Many 189\u003c\/p\u003e \u003cp\u003eBasics of B2B Email Marketing 198\u003c\/p\u003e \u003cp\u003eEmail Best Practices 198\u003c\/p\u003e \u003cp\u003eGetting the Most Out of Your Emails 199\u003c\/p\u003e \u003cp\u003eCleaning Your Lists to Ensure Quality Leads 200\u003c\/p\u003e \u003cp\u003eSegmenting Email for Better Response 201\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Integrating Marketing with CRM 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Your CRM 204\u003c\/p\u003e \u003cp\u003eWhat Is a CRM Integration, and Why Is It Important? 204\u003c\/p\u003e \u003cp\u003eTypes of Data Integration 205\u003c\/p\u003e \u003cp\u003eIntegrating CRM with Search 205\u003c\/p\u003e \u003cp\u003eMarketing Automation and CRM 208\u003c\/p\u003e \u003cp\u003eClean Data Integration 210\u003c\/p\u003e \u003cp\u003eIntegrating Social Media with CRM 212\u003c\/p\u003e \u003cp\u003eIntegrating Web Analytics with CRM 213\u003c\/p\u003e \u003cp\u003eCall Tracking and Data Integration 214\u003c\/p\u003e \u003cp\u003eMust-Have CRM Metrics 215\u003c\/p\u003e \u003cp\u003eWeb Lead to Closed Deal 215\u003c\/p\u003e \u003cp\u003eSocial Impact 216\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 The Overall Marketing Mix 217\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Mix Framework 218\u003c\/p\u003e \u003cp\u003eThe State of the (Marketing) Union 219\u003c\/p\u003e \u003cp\u003eDigital vs. Traditional Investments 220\u003c\/p\u003e \u003cp\u003eWhat Mix Is Most Effective? 221\u003c\/p\u003e \u003cp\u003eAnalyzing Returns 223\u003c\/p\u003e \u003cp\u003eForecasting 223\u003c\/p\u003e \u003cp\u003eCorrecting 225\u003c\/p\u003e \u003cp\u003eSometimes You Can’t Predict the Future 227\u003c\/p\u003e \u003cp\u003eIntegrating New Forms of Marketing into the Mix 232\u003c\/p\u003e \u003cp\u003eGlossary 241\u003c\/p\u003e \u003cp\u003eIndex 247\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Sybex","offers":[{"title":"Brand New","offer_id":52417755480344,"sku":"9781118147849","price":23.36,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118147849.jpg?v=1784506897","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/complete-b2b-online-marketing-paperback-softback-9781118147849","provider":"Freshly Printed Books","version":"1.0","type":"link"}