BUSINESS-TO-BUSINESS MARKETING

Transcription

1 BUSINESS-TO-BUSINESS MARKETING Published by Richard K. Miller & Associates (RKMA) February 2014 biennial 316 pages ISBN# PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING 1.1 B2B Marketing 1.2 Comparison Of B2B and B2C Marketing 2 B2B SPENDING 2.1 B2B External Spending 2.2 B2B Media Spending 2.3 Digital Advertising and Marketing Spending 2.4 Digital Content Publishing Spending 2.5 B2B Sales Collateral 2.6 Spending Outlook Market Resources 3 B2B MARKETING TACTICS 3.1 Marketing Tactics Used By B2B Marketers 3.2 Effectiveness Of Marketing Tactics 3.3 Lead Generation 3.4 Creating Awareness 3.5 Online Marketing 3.6 Integrated Marketing Communications 3.7 Market Resources PART II: MARKET SEGMENTATION 4 BUSINESS & WORKFORCE COUNTS 4.1 Number of Businesses 4.2 Workforce 4.3 State Assessment 4.4 Market Resources 5 NAICS 5.1 Overview 5.2 NAICS Segments and Business Counts 5.3 Market Resources

2 6 BUSINESS SERVICES SECTOR 6.1 Overview 6.2 Segment Profiles 6.3 Market Resources 7 DISTRIBUTION CHANNELS 7.1 Overview 7.2 Distributors 7.3 Purchasing Consortiums 7.4 Retailers 7.5 Wholesalers 7.6 Market Resources 8 BUSINESS DIRECTORIES & DATABASES 8.1 Overview 8.2 Business Directory/Database Publishers 9 DIRECT MARKETING LISTS 9.1 Overview 9.2 List Brokers, Compilers and Managers PART III: MARKETING & SALES 10 BEHAVIORAL MARKETING 10.1 Overview 10.2 Implementation of Behavioral Marketing 10.3 Tools To Support Behavioral Marketing 10.4 Impact 10.5 Market Resources 11 CONTENT MARKETING 11.1 Overview 11.2 Spending 11.3 Marketing Channels 11.4 Effectiveness 11.5 Challenges 11.6 Buyer Perspective 11.7 Content Marketing In Traditional Media 11.8 Market Resources 12 CUSTOMER RELATIONSHIP MANAGEMENT 12.1 Overview 12.2 CRM Software 12.3 Market Resources

3 13 DIRECT MARKETING 13.1 Business Spending 13.2 Direct Marketing Agencies 13.3 Response Rate 13.4 Market Resources 14 ENGAGEMENT 14.1 Importance Of B2B Engagement 14.2 Client-Centric Relationship Management 14.3 Emotional Connections With Customers 14.4 Sales Enablement 14.5 Market Resources 15 EVENT MARKETING 15.1 Overview 15.2 Event Spending 15.3 Major Sports Events 15.4 Hospitality Tents 15.5 Market Resources 16 LEAD MANAGEMENT 16.1 Overview 16.2 Implementation 16.3 Time Spent In Lead Generation Activities 16.4 Lead Management Software 17 MARKET RESEARCH 17.1 Market Research Publishers 17.2 Competitor Intelligence 17.3 Forecasting 17.7 Market Resources 18 MARKETING ANALYTICS 18.1 Overview 18.2 Analytics Software 18.3 Web Analytics Software 19 MARKETING AUTOMATION 19.1 Overview 19.2 Implementation 19.3 Marketing Automation Software 19.4 Market Resources

4 20 NETWORKING 20.1 Overview 20.2 Local Networking Alliances 20.3 Networking Online 20.4 Market Resources 21 SALES STAFF 21.1 Sales Occupations 21.2 Time Management 21.3 Outsourcing 21.4 Market Resources PART IV: TRADE SHOWS 22 TRADE SHOW MARKETING 22.1 Trade Show Marketing 22.2 Exhibition Industry Research 22.3 Associations 22.4 Periodicals 22.5 Online Resources 23 LARGEST TRADE SHOWS 23.1 Overview 23.2 Largest Trade Shows 24 CONVENTION CENTERS 24.1 Largest Convention Centers 24.2 List of Convention Centers PART V: ADVERTISING 25 ADVERTISING AGENCIES 25.1 Overview 25.2 B2B Agencies 26 B2B MEDIA 26.1 Overview 26.2 Business News Magazines 26.3 Business Technology Magazines 26.4 Newspapers 27 SPONSORSHIPS 27.1 Overview 27.2 Market Assessment 27.3 Spending By Sector 27.4 Market Resources

5 28 TOP ADVERTISERS 28.1 Market Assessment 28.2 Top 50 B2B Advertisers 28.3 Market Resources PART VI: DIGITAL MARKETING 29 B2B E-COMMERCE 29.1 Market Assessment 29.2 The Emerging Role Of B2B E-Commerce 29.3 Online and Mobile B2B Commerce 29.4 Online Marketplaces 29.5 Market Resources Spending Marketing Strategy Campaign Objectives Metrics Marketing Services 30.6 Market Resources 31 MOBILE MARKETING 31.1 Mobile Spending 31.2 B2B Use Of Mobile Marketing 31.3 Scope Of Mobile Applications 31.4 Market Resources 32 SEARCH 32.1 Overview 32.2 Search Spending 32.3 Organic vs. Paid Search Comparison 32.4 SEO Marketing Strategy 32.5 Market Resources 33 SOCIAL MEDIA MARKETING 33.1 Social Media Spending 33.2 Social Media Networks 33.3 Social Media Marketing Channels 33.4 Social Media Marketing Strategy 33.5 Social Media Advertising 33.6 Social Media Metrics 33.7 Social Media Marketing Outlook 33.8 Market Resources

6 34 VIDEO 34.1 Video Use and Spending 34.2 Types of Marketing Videos 34.3 Effectiveness 34.4 Market Resources 35 WEBSITE TRAFFIC 35.1 Website Spending 35.2 Website Traffic Trends 35.3 Website Traffic Drivers 35.4 Leads From Website Visits 35.5 Conversion Rates 35.6 Website Performance Assessment 35.7 Landing Page Optimization 35.8 Market Resources APPENDIX A: ACADEMIC CENTERS APPENDIX B: ACADEMIC - MBA MARKETING PROGRAMS APPENDIX C: ACADEMIC - PH.D. MARKETING PROGRAMS APPENDIX D: ANALYSTS APPENDIX E: ASSOCIATIONS APPENDIX F: MARKETING BLOGS APPENDIX G: ONLINE RESOURCES APPENDIX H: PERIODICALS APPENDIX I: SERVICES FOR RESEARCH & STRATEGY APPENDIX J: SMALL BUSINESS DEVELOPMENT CENTERS REFERENCES INDEX