Innovative B2B Marketing: New Models, Processes and Theory

Navigate the B2B marketing sphere with this fully updated guide on how to better understand new customer habits, the digital era and how to shift away from outdated traditional practices.

Innovative B2B Marketing is an essential guide for marketers looking for the latest approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, this book features real-life examples from a diverse range of sectors including marine, information technology and pharmaceutical, plus topical discussion points and challenges from key B2B marketing forums and associations.

Now fully updated, the second edition of Innovative B2B Marketing features new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates.

Simon Hall, based in Berkshire, UK, is a marketing innovator with 25 years’ experience in Technology and Services Marketing. He has served as UK Chief Marketing Officer for Dell as well as senior roles at Acer, Microsoft and Toshiba. In 2016 Simon founded NextGen Marketing Solutions. 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 Institute of Direct and Digital Marketing (IDM). He is the author of B2B Digital Marketing Strategy, also published by Kogan Page