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Complete B2B Online Marketing 1st Edition

4.9 out of 5 stars 8 customer reviews
ISBN-13: 978-1118147849
ISBN-10: 1118147847
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Editorial Reviews

From the Back Cover

Master Today's B2B Online Marketing

This practical guide is for B2B marketers who want to leverage today's search engine marketing and social media technologies to attract, nurture, convert, and generate leads. It's the perfect B2B online crash course—you'll quickly learn how to engage in social media and attract visitors to your site, apply social media listening and monitoring tools, and maximize the impact of banner ads and landing pages. By book's end, you'll better understand important strategic and branding issues, the best ways to track results, the secrets of sound SEO, and more. Packed with instructive case studies and hands-on tutorials, this is the ultimate how-to on successful B2B online marketing.

  • Identify your product value and establish an online brand

  • Drive quality leads to your site with paid search, display, and social ads

  • Nurture those leads with good content—emails, webinars, and more

  • Create websites and landing pages that make visitors want to stick around

  • Apply the very latest search engine optimization techniques

  • Chat up visitors and engage your customers with social media

  • Allocate your resources for success outcomes

  • Track and measure your efforts with top listening and monitoring tools

  • Generate reports that are targeted—and actually helpful

  • Integrate your marketing with CRM and complex sales cycles

If you were looking for yet another boring B2B marketing book, keep looking. If you were looking for an absorbing, practical guide to sexy B2B marketing, then you've found it! From targeting to relevant messaging to nurturing to acquisition, let the authors show you how to truly rock it."—Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0

Business-to-business online marketing is hard. Luckily, these experts are veteran B2B online marketers and excellent communicators—you want them on your side!"—Tim Ash, CEO of SiteTuners, author of Landing Page Optimization, Chair of Conversion Conference

If you run a B2B company or are involved in marketing, this book is a must-read. Those that learn these tactics and concepts have significant market share to gain, and those that do not will feel the consequences."—Aaron Kahlow, CEO of Online Marketing Institute

About the Author

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.

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Product Details

  • Paperback: 288 pages
  • Publisher: Sybex; 1 edition (August 7, 2012)
  • Language: English
  • ISBN-10: 1118147847
  • ISBN-13: 978-1118147849
  • Product Dimensions: 7.4 x 0.6 x 9.2 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #594,967 in Books (See Top 100 in Books)

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Top Customer Reviews

Format: Paperback
Very insightful book. These folks have been in the industry and really know their stuff. Many of their insights are applicable to b2c also.
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This is a good book for marketing professionals with traditional marketing experience who want to update their online marketing knowledge. The only issue that really bothered me when I was reading the book is the very low quality of graphs and figures. I wish they do a new edition, update the content a bit and improve the quality of figures and graphs.
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Most books about online marketing fail at delivering resources that include both fundamentals and cutting edge material. This book delivers on both. It's hard to find books written by folks "in the trenches" because their time is so valuable. Having three talented online marketers with knowledge and skill of their craft makes for a well rounded guide to what you need to know to "move the needle" on marketing campaigns in a b2b company. Even season professionals will be introduced to some new tools and tricks that will help to round out your skillset. The book is written at a level that is easy to read without too much jargon, but still informational for people who already have some experience with b2c marketing or other types of online marketing.

Practical knowledge is hard to come by for such important skills. Make sure you have all facets of marketing included in your digital campaigns with this handy guide.
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This was a great book! It really helped me at work and is a must-read for any marketer getting into B2B.
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