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Advice from the Top: The Expert Guide to B2B Marketing [Paperback]

Business Marketing Association

RRP: £21.74
Price: £20.35 & FREE Delivery in the UK. Details
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Book Description

18 Mar 2011
Learn Essential B2B Marketing
Strategies and Techniques

In today's ultra-competitive business landscape, mastering innovative B2B marketing skills is a must. Whether you own a small business or oversee a large marketing department, Advice From The Top will provide you with an abundance of information from marketing experts who will teach you:
• Proven strategies for developing more effective marketing programs
• Powerful ideas for creating dynamic content
• Specific guidelines for executing marketing plans
• Time-tested formulas for measuring success
• And much more!

" Wow, what a terrific, broad collection of B2B marketing insight. I love hearing the diverse voices, from academia to corporate board room, sharing the most interesting facets of marketing, all of which are pertinent to my daily job as a CMO."
Katherine Button Bell, Vice President and Chief Marketing Officer, Emerson

" If you're looking for a wide range of B2B marketing wisdom, this book is a must-have from pros. A shining example of the intellectual property our BMA members have and are willing to share."
Al Maag, Chief Communications Officer, Avnet, and President of BMA Phoenix

BMA Colorado is a 13-time national BMA Chapter of the Year award winner.

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Most Helpful Customer Reviews on (beta) 5.0 out of 5 stars  4 reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars Advice from the Top Insites from CO BMA Marketing Experts 15 Sep 2011
By Laurie A. Shields - Published on
Format:Kindle Edition
Advice from the Top: The Expert Guide to B2B Marketing, is a collection of 24 of the best thinkers in the Colorado Business Marketing Association. They share real-world experience helping association executives navigate the perilous trek to the top and stay there.

The book is organized into four sections:

* Building Your Strategy
Strategies for developing effective marketing plans, how to reach and retain members.

* Developing Content
Ideas for creating value-based content, integrating social media, how to tell your story.

* Implementing Your Plan
Strategic execution of marketing plans to increase your competitive edge.

* Measuring Your Success
Driving ROI, maximizing return on investment, marketing demand generation techniques

Each section contains four to seven chapters with relevant case studies. The book starts off with research expert Marcy Phelps, From Zero to Strategy, Mining the Info-Sphere for Market Insights. Marcy states: `The marketplace is too competitive and the cost of doing business too high to make decisions about marketing strategy without a clear understanding of your market--your buyer, your competitors, and the environment in which you and they operate."

In the section on content, in the chapter on Mastering Persuasive B2B Sales Writing Techniques, Casey Demchak states, "The easiest way to improve any collateral marking piece is to create a better headline."

In the Implementing Your Plan section chapter, Inside Mirror Marketing Psychology, Melanie Hughes Goetz states, "What appears to be a mystery is actually a case of understanding how humans process data." In measuring your success, Barry Seidenstat explains how to use Voice of the Customer (VOC) to drive measurement, execution and ROI.

That's just a few highlights of this collection of BMA members. Advice from the Top is a great resource and a must for any reading list.
1 of 1 people found the following review helpful
5.0 out of 5 stars Great advice for business-to-business marketers 3 Sep 2011
By R. Carvill - Published on
Format:Kindle Edition
Learn from the pros with this excellent collection of chapters written by 24 different experts in various areas of b2b marketing. Even if you only use one of these many valuable "how to's" you'll more than get your money's worth.
5.0 out of 5 stars Real World Experience 27 Jun 2012
By dagrant2001 - Published on
Two things I love about Advice From The Top. 1.) Its from leaders and practitioners with real world experience. Not from someone in an ivory tower. The author of each chapter has put in to practice the topic they are writing about. 2.) Each chapter stands on its own. If I need a refresh or another view on a particular topic, I can just read that chapter. There are many great business books out there, but I don't have time to read all them end to end. With Advice from the top, I can get what I need when I need it. Frankly, I still haven't read the full book end to end, but that is one of things that make it so valuable.

David Grant
Industry Marketing VP
5.0 out of 5 stars Wide-Ranging Topics 7 Oct 2011
By S. Ayers - Published on
Format:Kindle Edition
This book contains an amazing collection of tips written for marketing professionals by marketing professionals. I really appreciate the diversity of knowledge and viewpoint brought forth from marketing experts in the corporate, agency and academic worlds. In reading this book, I added many new ideas to my marketing toolkit that I can implement immediately. Great stuff!
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