B2B Marketing

Part I: Basics and Theories: A Good Base Is Half the Rent.- 1. The Big Picture: Why the Going Gets Tougher!.- 2. The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!.- 3. The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!.- 4. MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions.- Part II: Practical Concepts and Models: Applied Science from the Experts.- 5. B2B Marketing Strategy: Finding the Needle in the Haystack.- 6. The Marketing Canvas: A Template for Powerful Go to Market Strategies.- 7. To Brand or Not to Brand: An Introduction to B2B Branding.- 8. Marketing Automation: Defining the Organizational Framework.- 9. Marketing Automation: Exploring the Process Model for Implementation.- 10. Successful Lead Management: Nothing's Gonna Stop Us Now.- 11. Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator.- 12. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey.- 13. Content Marketing Process: Embrace Art and Science.- 14. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing.- 15. Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World.- 16. From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content.- 17. Strategic Account-Based Marketing: How to Tame This Beast.- 18. Social Media in B2B: The New Kids on the Block.- 19. Social Selling in B2B: How to Get Jump Started.- 20. Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media.- 21. Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market.- Part III: Case Studies and Showcases: Applied Success Featuring the Ambitious.- 22. Finding the Right Path: A B2B Marketing Journey SME Showcase.- 23. Digital Transformation in Shipping: The

Uwe Seebacher, Ph.D. in Economics and Business Administration, is running the global marketing, communication, strategy, and analytics department for a global division of an Austrian based industry group. His professional experience spans over 20 years across several industry sectors like automotive, consulting, energy, and finance, among others. He is also a lecturer at many recognized business schools and universities, and has authored articles and books in many leading management publishing houses, for example, "Template driven Consulting" (Springer), "Strategic Workforce Management" (Harvard Business Manager), "Handbook Management Development" (USP International), and "Management Development" (Linde Campus).Contributing Authors:

· Andy Bacon, Bridge Associates

· Jonathan Barrett, Publitek Ltd.

· Alex Cairns, Move Marketing Ltd

· Sönke Caro, STILL GmbH

· Alexandra Ender, Hilti Deutschland AG

· Beatrice Ermer, innogy SE

· Klara Gölles, ANDRITZ AG

· Jenny Gruner, Hapag-Lloyd AG

· Fabienne Halb, ANDRITZ AG

· Joel Harrison, B2B Marketing

· Mark Herten, Publitek GmbH

· Nils Horstmann, eviom GmbH· Kirsten Juliet Ives, moodley brand identity GmbH