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Complete B2B Online Marketing

William Leake, Lauren Vaccarello, Maura Ginty

ISBN: 978-1-118-14784-9 August 2012 288 Pages


Learn to take full advantage of search and social media for B2B marketing

Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more.

  • B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies
  • This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages
  • Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success
  • Covers measuring results, improving web site usability, using metrics, and nurturing leads

Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.

Introduction xxi

Chapter 1 Understanding B2B Online Marketing 1

Why Online? 2

B2B Is Different 5

Developing Your Strategy 11

and Measurement 13

Chapter 2 Building a B2B Brand Online 17

Understanding Online and Using Digital to Build a Brand 18

Tactical Guide to B2B Branding Online 21

Go Identify Your Audience 29

Determining Your Content Strategy 32

Chapter 3 Search Engine Optimization: Outranking Your Competitors 37

What Is SEO? 38

The Wagging Tail of Keywords 41

Squeezing the Juice Out of Links 48

Designing for Optimal Results 52

Chapter 4 Using Paid Online Media in the B2B Marketplace 57

Search Engine Marketing 58

B2B Strategies for Paid Search 62

Display Advertising for B2B 69

Social Media Advertising 74

Chapter 5 Search and Social Media for Online PR 81

Overview of Traditional B2B PR 82

How Online PR Is Different 84

Three B2B Online PR Case Studies 90

Chapter 6 Social Media 101

Social Media Listening 102

Exploiting Your Resources 108

Social Engagement 115

Chapter 7 Optimizing with Metrics 121

Aligning Analytics with the Goals of Your Site 122

The Basics of Analyzing Metrics 122

Key Performance Indicators and Other Meaningful Reports .125

Wash, Rinse, and Repeat to Improve Your Site 126

Testing for Ongoing Optimization 133

Should It Stay or Should It Go? 135

Social Media Metrics 136

Chapter 8 Conversion Rate Optimization and Usability 141

Web Usability and CRO: Similarities and Differences 142

Where to Start: Stages for Usability and CRO 142

Key B2B Conversions 149

Getting Started with Usability Practices 152

Building Blocks for Usability 156

Chapter 9 Integrating Online with Offl ine Marketing 159

Can Events and Online Marketing Ever Join Forces? 160

Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174

Chapter 10 Managing Your Leads: Automation and Nurturing 181

Basics of Marketing Automation 182

Lead Nurturing 183

Basics of B2B Email Marketing 198

Chapter 11 Integrating Marketing with CRM 203

Understanding Your CRM 204

Types of Data Integration 205

Marketing Automation and CRM 208

Must-Have CRM Metrics 215

Chapter 12 The Overall Marketing Mix 217

Marketing Mix Framework 218

Digital vs Traditional Investments 220

What Mix Is Most Effective? 221

Sometimes You Can't Predict the Future 227

Integrating New Forms of Marketing into the Mix 232

Glossary 241

Index 247