B2B A To Z: Marketing Tools and Strategies That Generate Leads For Business-To-Business Companies Paperback – 12 Oct 2012
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About the Author
Principal and Chief Creative Officer of SOUP, Bill Blaney is a Marketing Expert, Creative Director and Social Media Strategist whose Fortune 500 client work has included Canon, JP Morgan Chase, Capital One Bank, DSM, NBC and many others. He is also co-founder of HDCameraGuide.com, one of the top professional camera websites focusing on B2B camera sales.
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Top customer reviews
The text is a great up-to-date description of tools for B2B Marketing, offering realistic advice guidance for both new and seasoned marketers.
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As a professional writer myself, I appreciate the organization of this book, which begins with an explanation of the fundamental difference between marketing to businesses versus consumers. From here, Mr. Blaney dispels common marketing myths and discusses the evolution of digital strategies, the enduring value of traditional approaches, and the importance of creating a customized campaign to meet the unique needs of each client. The author also reminds us that an understanding of human psychology and emotion is essential to every step, from winning over an account manager to developing a targeted an effective advertising strategy.
Mr. Blaney then takes us through the nuts and bolts of "breaking through the clutter" for any product, service or budget. He explains the necessity of branding and the use of digital tools such as LinkedIn, Facebook, Twitter, Flickr, PRWeb, Google plus, blogging and others. He discusses the benefits of marketing versus category focused websites and presents creative strategies for generating leads and driving traffic to your site. He reminds us that traditional marketing methods, such as trade shows and direct mail, still have their place in today's world. In fact, his take home message seems to be that a winning campaign combines the most effective tools to create a tailored plan for each client and underscores this lesson with case studies of highly successful campaigns for companies well known to all.
Mr. Blaney's voice of experience and sense of humor infuse every page of this book. He ends with a final inspirational chapter outlining his own journey, propelled by the conviction that success requires not only hard work, but an openness to an endless parade of new technologies, a determination to move through fear, an appreciation for the insights offered by failure, and the liberation inherent in self-acceptance. This is a great read.
There's lots of great thoughts here, from promotion to branding to social marketing and SEO techniques, and the author pulls no punches. He describes marketing strategies realistically and will even tell you when it's all bulls**t. There's also a terrific end chapter that solidifies so many of my beliefs about the direction my industry is going and how all of us in it need to approach it in the future. Good job, Mr. Blaney. You've got my vote here.
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