BUSINESS-TO-BUSINESS MARKETING
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1 BUSINESS-TO-BUSINESS MARKETING September pages ISBN# Published by Richard K. Miller & Associates (RKMA) PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING 1.1 B2B Marketing 1.2 Comparison Of B2B and B2C Marketing 1.3 B2B Marketing Tactics 1.4 Shifting Emphasis In B2B Marketing 2 B2B SPENDING 2.1 B2B External Spending 2.2 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 STATE OF B2B MARKETING 3.1 Overview 3.2 Objectives 3.3 Offline Channel Effectiveness 3.4 Online Channel Effectiveness 3.5 Content Effectiveness 3.6 Marketing Challenges 3.7 Outlook Market Resources 4 DIGITAL MARKETING STRATEGY 4.1 Overview 4.2 Objectives 4.3 Effectiveness 4.4 Program Execution 4.5 Challenges 4.6 Market Resources 5 DIGITAL MARKETING INSIGHTS 5.1 Overview 5.2 Use Of Technology 5.3 Effectiveness 5.4 Using Technology To Craft The Customer Experience 5.5 Mobile Campaign Use And Effectiveness 5.6 Mobile Integration 5.7 Budget Priorities 5.8 Market Resources
2 PART II: MARKET SEGMENTATION 6 BUSINESS & WORKFORCE COUNTS 6.1 Number of Businesses 6.2 Workforce 6.3 State Assessment 6.4 Market Resources 7 NAICS 7.1 Overview 7.2 NAICS Segments and Business Counts 7.3 Market Resources 8 DISTRIBUTION CHANNELS 8.1 Overview 8.2 Distributors 8.3 Purchasing Consortiums 8.4 Retailers 8.5 Wholesalers 8.6 Market Resources 9 BUSINESS DIRECTORIES & DATABASES 9.1 Overview 9.2 Business Directory/Database Publishers 10 DIRECT MARKETING LISTS 10.1 Overview 10.2 List Brokers, Compilers and Managers PART III: MARKETING & SALES 11 CONTENT MARKETING 11.1 Overview 11.2 Content Spending 11.3 Objectives 11.4 State Of B2B Content Marketing 11.5 Content Marketing Survey 11.6 Buyer Perspective 11.7 Market Resources 12 CUSTOMER EXPERIENCE 12.1 Overview 12.2 Customer Experience Survey 12.3 Emotional Connections With Customers 12.4 Market Resources 13 CUSTOMER RELATIONSHIP MANAGEMENT 13.1 Overview 13.2 CRM Spending 13.3 CRM Software 13.4 Market Resources
3 14 DATA-DRIVEN MARKETING 14.1 Overview 14.2 Objectives 14.3 Sources Of Marketing Data 14.4 Digital Marketing Technology 14.5 Challenges 14.6 Market Resources 15 DIRECT MARKETING 15.1 Business Spending 15.2 Direct Marketing Agencies 15.3 Response Rate 15.4 Market Resources 16 EVENT MARKETING 16.1 Overview 16.2 Event Spending 16.3 Major Sports Events 16.4 Hospitality Tents 16.5 Market Resources 17 INBOUND MARKETING 17.1 Overview 17.2 Objectives 17.3 Effectiveness 17.4 Program Execution 17.5 Challenges 17.6 Market Resources 18 LEAD GENERATION 18.1 Most Effective Lead Generation Tactics 18.2 Conversion Rate 18.3 Qualified Leads 18.4 Cost Per Lead And ROI 18.5 Assessing Effectiveness 18.6 Lead Generation Survey 18.7 Lead Nurturing 18.8 Keeping Lead Databases Current 19 LEAD MANAGEMENT 19.1 Overview 19.2 Implementation 19.3 Time Spent In Lead Generation Activities 19.4 Lead Management Software 20 MARKET RESEARCH 20.1 Market Research Companies 20.2 Market Research Publishers 20.3 Competitor Intelligence 20.4 Forecasting 20.5 Market Resources
4 21 MARKETING ANALYTICS 21.1 Overview 21.2 Marketing Analytics Survey 21.3 Analytics Software 21.4 Web Analytics Software 21.5 Market Resources 22 MARKETING AUTOMATION 22.1 Overview 22.2 State Of B2B Marketing Automation 22.3 Marketing Automation Survey 22.4 Marketing Automation Software 22.5 Market Resources 23 NETWORKING 23.1 Overview 23.2 Local Networking Alliances 23.3 Networking Online 24 PRODUCT MARKETING 24.1 Overview 24.2 Product Marketing Activities 24.3 Digital Channels For Product Marketing 24.4 Offline Channels For Product Marketing 24.5 Distribution Strategies 24.6 Metrics For Assessment 24.7 Product Launch Strategies 24.8 Product Launch Assessment 24.9 Challenges in Product Marketing Market Resources 25 PROMOTIONAL EVENTS 25.1 Overview 25.2 Objectives 25.3 Key Benefits 25.4 Type Of Promotional Events 25.5 Event Components 25.6 Event Promotion 25.7 Content To Support Event Promotion 25.8 Pre-Event Tactics 25.9 Tactics For Attendee Engagement Post-Event Tactics Assessing ROI Primary Challenges Market Resources 26 SALES STAFF 26.1 Sales Occupations 26.2 Outsourcing 26.3 Sales Quotas 26.4 Market Resources
5 PART IV: TRADE SHOWS 27 TRADE SHOW MARKETING 27.1 Trade Show Marketing 27.2 Exhibition Industry Research 27.3 Associations 27.4 Periodicals 27.5 Online Resources 28 LARGEST TRADE SHOWS 28.1 Overview 28.2 Largest Trade Shows 29 CONVENTION CENTERS 29.1 Largest Convention Centers 29.2 List of Convention Centers PART V: ADVERTISING 30 ADVERTISING AGENCIES 30.1 B2B Agencies 30.2 Top B2B Agencies 30.3 Market Resources 31 B2B MEDIA 31.1 Business News Magazines 31.2 Business Technology Magazines 31.3 Newspapers 32 SPONSORSHIPS 32.1 Overview 32.2 Market Assessment 32.3 Spending By Sector 32.4 Market Resources 33 TOP ADVERTISERS 33.1 Market Assessment 33.2 Top 50 B2B Advertisers 33.3 Market Resources PART VI: DIGITAL MARKETING 34 B2B E-COMMERCE 34.1 Market Assessment 34.2 State Of B2B Procurement 34.3 Online and Mobile B2B Commerce 34.4 Online Marketplaces 34.5 Market Resources
6 B2B Use Of Effectiveness Marketing Trends List Growth Marketing Services 35.6 Market Resources 36 MOBILE MARKETING 36.1 Scope Of Mobile Applications 36.2 Mobile Marketing Spending 36.3 State Of B2B Mobile Marketing 36.4 Mobile Marketing Survey 36.5 Tablet Use For B2B Sales 36.6 Market Resources 37 SEARCH 37.1 Overview 37.2 Organic vs. Paid Search Comparison 37.3 State Of Search Marketing 37.4 Search Engine Optimization 37.5 Market Resources 38 SOCIAL MEDIA MARKETING 38.1 Overview 38.2 Effectiveness 38.3 Social Media Marketing Strategy 38.4 Social Media Marketing Outlook 38.5 Market Resources 39 VIDEO MARKETING 39.1 Overview 39.2 Reasons To Use Marketing Videos 39.3 Effectiveness 39.4 Video Marketing Survey 39.5 Market Resources 40 WEBSITE TRAFFIC 40.1 Website Traffic Trends 40.2 Website Marketing Optimization 40.3 Landing Page Optimization 40.4 Website Usability APPENDIX A - ACADEMIC CENTERS APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS
7 APPENDIX D - ANALYSTS APPENDIX E - ASSOCIATIONS APPENDIX F - B2B MARKETING BLOGS APPENDIX G - ONLINE RESOURCES APPENDIX H - PERIODICALS APPENDIX I - SERVICES FOR RESEARCH & STRATEGY APPENDIX J - SMALL BUSINESS DEVELOPMENT CENTERS REFERENCES
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