Complete B2B Online Marketing
Master Today's B2B Online MarketingThis practical guide is for B2B marketers who want to leverage today's search engine marketing and social media technologies to attract, nurture, convert, and generate leads. It's the perfect B2B online crash course—you'll quickly learn how to engage in social media and attract visitors to your site, apply social media listening and monitoring tools, and maximize the impact of banner ads and landing pages. By book's end, you'll better understand important strategic and branding issues, the best ways to track results, the secrets of sound SEO, and more. Packed with instructive case studies and hands-on tutorials, this is the ultimate how-to on successful B2B online marketing.Identify your product value and establish an online brandDrive quality leads to your site with paid search, display, and social adsNurture those leads with good content—emails, webinars, and moreCreate websites and landing pages that make visitors want to stick aroundApply the very latest search engine optimization techniquesChat up visitors and engage your customers with social mediaAllocate your resources for success outcomesTrack and measure your efforts with top listening and monitoring toolsGenerate reports that are targeted—and actually helpfulIntegrate your marketing with CRM and complex sales cyclesIf you were looking for yet another boring B2B marketing book, keep looking. If you were looking for an absorbing, practical guide to sexy B2B marketing, then you've found it! From targeting to relevant messaging to nurturing to acquisition, let the authors show you how to truly rock it."—Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0Business-to-business online marketing is hard. Luckily, these experts are veteran B2B online marketers and excellent communicators—you want them on your side!"—Tim Ash, CEO of SiteTuners, author of Landing Page Optimization, Chair of Conversion ConferenceIf you run a B2B company or are involved in marketing, this book is a must-read. Those that learn these tactics and concepts have significant market share to gain, and those that do not will feel the consequences."—Aaron Kahlow, CEO of Online Marketing Institute