- Explores the marketing fundamentals for early to mid-career marketers and how to use these specifically within a B2B context for the largest impact
- Takes learnings from the B2C industry and shows how to apply them effectively in a B2B context
- Explains how the use of AI and connected data can drive actional insight at an individual and account level
- Includes real-world examples from companies such as Microsoft, Barclays, Mishcon de Raya and The Marketing Society
B2B Marketing Fundamentals
Drive Impact Across Brand, Reputation, Relationships and Revenue
Understand how traditional marketing methods can be directly applied to B2B businesses to deliver results across brand, reputation, relationships and revenue.
Key features at a glance
EAN: 9781398619647
Edition: 1
Published:
Format: 234x156
280 pages
About the book
This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works.
There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges. This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B.
With real-world examples from companies such as Microsoft, Barclays, Mishcon de Raya and The Marketing Society, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.
About the authors
Kate Mackie is a Partner and Global Integrated Go-To-Market Lead at EY. Based in Salisbury, UK she is a Fellow of the Chartered Institute of Marketing, an alumnus of the Institute for Real Growth and a member of the Marketing Society where she was nominated as Most Influential Marketer of the year 2023. With 20+ years' experience, she is regularly an awards panellist selecting best brands, awarding agency accolades and ensuring marketing excellence has B2B representation. She is an active mentor for entry level marketers and a guest lecturer at Cambridge Judge Business School.
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