B2B Digital Marketing Strategy

Simon Hall, based in Ascot, UK, is a marketing innovator with around 30 years' experience in technology and services marketing. He served as UK Chief Marketing Officer for Dell and held senior roles at Acer, Microsoft and Toshiba. He founded NextGen Marketing Solutions, is a Course Director and Fellow of the Chartered Institute of Marketing and lectures at the University of Kent .. He is also the author of Innovative B2B Marketing Strategy, published by Kogan Page.

Chapter - 01: The new evolving business landscape;


Section - PART ONE: DEVELOPING THE B2B DIGITAL STRATEGY;


Chapter - 02: B2B digital marketing strategy;
Chapter - 03: B2B customer journeys and the customer experience;
Chapter - 04: B2B personalisation marketing and buyer personas;
Chapter - 05: B2B customer insights and data management


Section - PART TWO: GENERATING AWARENESS;


Chapter - 06: Generating awareness;
Chapter - 07: B2B SEO and search strategies;
Chapter - 08: B2B websites and website strategies;


Section - PART THREE: Digital for lead generation and lead nurturing;


Chapter - 09: B2B digital marketing for lead generation;
Chapter - 10: B2B digital and lead nurturing;


Section - PART FOUR: Digital campaign management and integration;


Chapter - 11: B2B content marketing;
Chapter - 12: B2B digital marketing campaign planning;
Chapter - 13: Digital integration marketing in B2B;
Chapter - 14: Digital marketing and sales;
Chapter - 15: Measuring digital marketing;


Section - PART FIVE: Digital for retaining customers;


Chapter - 16: Digital retention marketing
Chapter - 17: Digital retention marketing channels;
Chapter - 18: Digital retention marketing strategies;


Section - PART SIX: B2B social media and digital marketing platforms;


Chapter - 19: B2B Social media marketing strategies;
Chapter - 20: Digital marketing technologies and platforms;

"A brilliant, rare and impactful insight into areas to consider when creating a B2B digital marketing strategy. Great guidance on how to think about your customer journey throughout the process, not just in the implantation phrases. Highly recommend this read as an essential for all marketers."

"Simon Hall has written a B2B Marketing primer for the 2020s, which, by definition, deals with the realities of a digital first world. This is a long overdue I the world of B2B Marketing and will no doubt become a standard source for the discipline.
I recognize through my own practice that this digital transformation from "outbound" marketing - or a "tell" approach - to inbound, customer journey-focused marketing, with all of its personalized digital touchpoints and omni-channel focus is today's B2B marketing reality and Simon does a good job of comprehensively covering all of the key elements, from content, to social, SEO, SEM and Web - as well as the enabling infrastructure: martech, data, marketing processes (eg lead nurturing, ABM) and analytics. Simon presents a best-practice approach to each, steeped in personal experience and in that of leading companies in the technology market. He provides theoretical context and practical how-to guidance, with great detail on management and execution across the buyers' journey.
The chapter on digital strategy points to the need for digital to be a clear part of the overall marketing strategy which delivers clear outcomes based on business goals. Too often in my experience, marketing strategy is confused with annual budget and resource planning, so the tools and approach Simon summarizes here are a useful reminder to understand the context of your digital strategy. This book is a really valuable addition to the B2B marketing armoury and is highly recommended for those who intend to build their career in marketing."

"This is a well-written book suitable for both beginners and seasoned practitioners on a topic that's very important to business today. The case studies and tips are practical and useful for any business."