B2b digital marketing (1st ed )

This is the first comprehensive guide to digital marketing specifically for B2B companies. Michael Miller thoroughly explains how to use each leading digital marketing vehicle to successfully market products and services to other companies. B2B Digital Marketing is organized into three sections: Planning - introduces each digital marketing vehicle and helps decision-makers choose the right vehicles for customer acquisition, sales conversion, and customer retention. Execution - drills down to review each vehicle in depth: website marketing, search engine marketing, online advertising, email, blogs, social media marketing, audio and video marketing, online PR, and even mobile marketing Measurement and Refocus - explains how to measure B2B digital marketing performance, refocus efforts based on results, and anticipate emerging developments in B2B digital marketing B2B Digital Marketing fills a huge gap in the marketplace: until now, all digital marketing books have been focused primarily or entirely on selling to consumers. Selling to businesses is fundamentally different, and B2B companies are searching for digital marketing solutions that work for them. This book delivers exactly what they're searching for.