B2B Marketing Strategy: Differentiate, Develop and Deliver Lasting Customer Engagement

by Heidi Taylor

B2B marketing is facing a multitude of challenges. Fast moving digital trends and a wealth of new technologies and channels, mean that customers have the ability to seize control of the buying process more completely than ever before. Marketers are often left scrambling to keep up, but B2B Marketing Strategy shows readers how to remain ahead of the curve and focus on what truly matters - the customer - in order to achieve true competitive advantage in today's multi-channelled marketing realm.

Written by an internationally recognised and award winning senior marketing strategist, B2B Marketing Strategy provides a new and game-changing model to help marketers hone their focus and employ effective strategies to win lasting customer engagement. Filled with real-world case studies and practical insights, B2B Marketing Strategy takes the unique approach of confronting and refuting several fallacies that are dominating the current state of B2B marketing, including the belief that the digital revolution has fundamentally changed the very core of marketing. By fostering an understanding of what truly drives and grows a business, B2B Marketing Strategy will help companies become memorable in the hearts and minds of their customers.

Genres: Business

240 pages, Paperback

Published December 10, 2017

Reviews

[Karen ⊰✿ · Rating 3 out of 5]

Running a B2B company, this book caught my eye. Who can't use new perspectives on marketing strategies?
Heidi spends some time on how marketing has changed with the Internet and social media, but also on the definition of a strategy and how that is different to your objectives and initiatives.
I did feel like the book was better aimed at marketing professionals rather than business owners and I would recommend it to marketers interested in other ideas and opinions.
Thanks to the publisher and NetGalley for providing me with an advanced reader copy in exchange for an honest review.

[Tim Hughes · Rating 5 out of 5]

Before you read this review, you need to be aware that I am mentioned in the acknowledgements of this book and share the same publisher as Heidi. If you feel that makes me biased, then please stop reading now. -- Heidi's book focuses on two things:- 1. What is Marketing strategy? And why that is different from marketing tactics, goals and objectives. Heidi mentions, as I'm sure we all have, marketing plans which are based on last years events / tactics. With no clear vision or bigger picture with no input to marketing today. 2. Heidi also understand that the world of marketing has changed with the internet and social media. Heidi builds a great case for social, that if you are not already embracing social media she uses her own experience and journey as the case study. This isn't a book on marketing tactics, if you are a CMO or are writing a marketing strategy, then this is worth a read.

[Darren · Rating 5 out of 5]

Marketing to the B2B segment does not stand still and strategies and approaches must always be looked over and refined. This book can help you enhance your B2B marketing activities to attract engaged and loyal customers both now and in the future.

The author helps focus your mind on the customer’s requirements and details some of the latest approaches in attracting their attention and encouraging them to investigate your products and services. There is no one-size-fits-all approach and the modern day B2B marketer needs to keep a wide range of plates (channels) spinning as well as looking at new plates to ready. There is a lot of hyperbole in this sector, along with incorrect and outdated information, and this book seeks to set the record straight, informing and educating as it goes along.

For many, the book’s contents may be a bit of an eye-opener. It is a very giving, accessible and easy-going book that delivers a powerful punch in the background. Blink and it is hard to miss, as since it is not an onerous read you don’t realise just how much information you are getting. It can, for some, possibly help discreetly reshape an entire marketing approach. Even those who believe that they have everything running perfectly could still read this book to verify (ahem!) this fact. There is no shame in confirming you are doing everything right… even if you then tinker (amend) with your well-made plans… It is a quite slim volume for what you get, but a worthy one nonetheless, and offered up at a very competitive price.

The author states that the purpose of the book is to challenge and inspire B2B marketers and their organizations to think different, do different and be different in the so-called ‘social era’. It seems to do what it sets out to do and can be recommended reading. You have nothing to lose and potentially much to gain.

It is written in an academic style, with lots of references, but this does not get in the way of the average reader. Its contents may ‘prick the pride’ of marketers who think they know it all, delivering a drenching of cold water to shock the old ego. It can be controversial or heretic for others, but it is good at posing ‘invisible question bubbles’ for the reader and delivering potential solutions and advice.

I like it!

[Renwick · Rating 5 out of 5]

I got myself a copy of this book as my job brings me into contact with professional marketers on a regular basis. The author has managed to tackle her subject in such a way that people like me can be informed as much as her target audience. Having completed the book I feel that I have been informed by someone who knows her subject and has provided thought-provoking ideas for her peers.

I would highly recommend this book to anyone interested in the subject.

Thanks to Netgalley and the publisher for providing me with a copy of this book in exchange for an honest review.

[Jorė]

quite a meh… the parts on strategy and the general principals are okeyish, but then there are parts like “to be a good B2B marketer, go learn marketing, attend conferences and network” that are quite out of place.
but then, maybe it is an okeyish base for those who are just starting out in the field. maybe.

[Selina Delimini · Rating 5 out of 5]

I enjoyed this book. Insightful and with practical tips!