Complete B2B Online Marketing
- 5h 4m
- Lauren Vaccarello, Maura Ginty, William Leake
- Sybex
- 2012
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.
About the Authors
Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses.
Lauren Vaccarello is the Senior Director of Online Marketing at Salesforce.com, where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation.
William Leake is CEO and founder of the Apogee-branded marketing companies Search, Results, and Campaigns. Bill has guided them all from inception to success, with Apogee Search becoming one of the 20 largest independent search engine marketing firms in North America. All three authors are frequent speakers at leading industry events such as Search Engine Strategies, SMX, eMetrics, and others.
In this Book
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Introduction
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Understanding B2B Online Marketing
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Building a B2B Brand Online
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Search Engine Optimization—Outranking Your Competitors
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Using Paid Online Media in the B2B Marketplace
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Search and Social Media for Online PR
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Social Media
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Optimizing with Metrics
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Conversion Rate Optimization and Usability
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Integrating Online with Offline Marketing
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Managing Your Leads—Automation and Nurturing
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Integrating Marketing with CRM
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The Overall Marketing Mix
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Glossary
