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| b2b case study examples: Developing Insights on Branding in the B2B Context Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos, 2018-08-09 This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use. |
| b2b case study examples: Boring2Brave Mark Choueke, 2021-07-19 Hello. You’re a B2B SaaS marketer, right? Yeah, I thought I recognised you. What are you working on? What’s that? “Whatever the sales team needs to close the next deal?” It’s hard, right? The maniacal race to convert leads is an addiction for B2B tech companies. But such deal-driven focus means your marketing looks identical to that of your growing competitor set: complex, technical, boring, product-led sales messages spewed onto another whitepaper. It’s self-sabotage: ‘fail to differentiate, blend in, become invisible’. Sound familiar? Try being braver. Boring2Brave is a step-by-step guide to showing how B2B marketing done differently will increase your influence and ‘10X’ results. Stop being measured in metrics you’ve always known are meaningless and start building your company’s brand and value. Get off the treadmill. This book will equip you to inject audacity, invention and white-hot competitive advantage into your B2B marketing. Just by being brave. A former editor of Marketing Week Magazine, Mark Choueke’s 20-year career at the heart of global B2B marketing has seen him grow more than 50 B2B technology companies across the world. |
| b2b case study examples: Case Studies for Sales Gerard Assey, 2024-08-13 Case Studies for Sales is your definitive guide to mastering the art of sales through real-world scenarios. This book offers a rich collection of B2B, B2C and Retail, covering 30 original case studies spanning diverse industries, including technology, healthcare, financial services, manufacturing, retail, and more. Each case study presents complex challenges and provides insightful approaches and strategies that led to successful outcomes. Designed for sales professionals at all levels, this book emphasizes practical knowledge, interactive techniques, and contextual learning. It showcases how to enhance problem-solving skills, build confidence, and apply lessons effectively in the real world. Whether you're a novice eager to learn or an experienced salesperson aiming to refine your techniques, Case Studies for Sales equips you with the tools to navigate and conquer the ever-evolving landscape of sales. Unlock your sales potential, gain invaluable insights, and elevate your career with Case Studies for Sales—a must-have resource for achieving sales excellence and driving success in any industry. |
| b2b case study examples: The Sky Below Scott Parazynski, Susy Flory, 2017 An epic memoir from a man whose life is defined by exploration and innovation, The Sky Below re-creates some of the most unforgettable adventures of our time. From dramatic, high-risk spacewalks to author Scott Parazynski's death-defying quest to summit Mount Everest--his body ravaged by a career in space--readers will experience the life of an elite athlete, physician, and explorer--Amazon.com. |
| b2b case study examples: Experiential Marketing Wided Batat, 2020-12-27 Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience. Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author’s online videos provide both theoretical foundations and concrete application. This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners – particularly those studying for professional qualifications – who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline. Online material includes lecture slides, a test bank of questions, an instructor’s manual, and explanatory videos. |
| b2b case study examples: The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories Frank Rose, 2012-03-05 This is a field guide to the visionaries - and the fans - who are reinventing the art of storytelling. |
| b2b case study examples: Social Marketing to the Business Customer Paul Gillin, Eric Schwartzman, 2010-12-15 The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information. This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next. Features plentiful examples, case studies, and best practices Focuses on the channels that are most effective for B2B marketers Builds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful books Leverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer! |
| b2b case study examples: Case Studies on Food Experiences in Marketing, Retail, and Events Susanne Doppler, Adrienne Steffen, 2020-08-21 Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. With a basis in literature review and theoretical background, the book illustrates specific case studies on food shopping experiences, food consumption experience in restaurants, and food experience and events, as well as insights on the methodological tools adopted throughout. Topics include food and food service design, the creation of customer loyalty through experiences, communication strategies like food promotion and event management, and defining product positioning in a competitive environment. This book is an excellent resource for industry professionals in the food and beverage sectors, including those who work in marketing, communication, hospitality, and management, as well as students studying business management, tourism management, event management, applied marketing, and consumer behavior. - Presents the challenges customers face in their away-from-home food shopping - Explains how customer food experiences can be created - Contains best practice examples of how food companies achieve a competitive advantage by creating memorable customer experiences |
| b2b case study examples: Stories That Sell Casey Hibbard, 2008-04 The first book on capturing and using customer stories to grow your business or cause. Introduces a proven process for leveraging your current successes into new sales. Learn success-story marketing best practices from author Casey Hibbard, leading expert on creating and managing customer stories, with insight from organizations such as Sage Software, SAP, Toyota, Kronos, Amdocs, Make-A-Wish Foundation, and dozens of other businesses, independent consultants, and nonprofits--Page 4 of cover |
| b2b case study examples: Designing B2B Brands Carlos Martinez Onaindia, Brian Resnick, 2013-02-19 “As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Get tactical insight from the top business-to-business branding experts—and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience. This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for global brand success, created and followed by an organization renowned for its consulting and advisory services. Features essential up-to-date strategies for keeping your brand fresh and enduring Addresses the role of designers; the marketing and communication function; human resources and talent teams; agencies and vendors; and more Considers the impact of digital and social media, two massive forces requiring new thinking for B2B brands Incorporates best practices for emerging markets With guidance that takes you on a clear, linear path toward achieving your brand objectives, this impressive single-source volume is the one book no business marketing professional should be without. |
| b2b case study examples: ABM Is B2B Sangram Vajre, Eric Spett, 2019-09-03 Instant Bestseller on Amazon in Marketing and Sales! FACT: Less than ONE percent of all leads become customers. As a business, how can you break that trend and achieve client fidelity? In this book we reveal the secrets behind the framework that will sell and retain your customers. Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around. In this highly anticipated book, we reveal the secrets behind our signature TEAM - Target, Engage, Activate, and Measure - framework to transform your approach to market, increase sales, and retain your ideal customers. Account-Based Marketing (ABM) is the new B2B. It's time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model. A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics. It's time to take the lead and transition your business to ABM. The process is simple when you have the right book - ABM is B2B. What are you waiting for? |
| b2b case study examples: Lean B2B Étienne Garbugli, 2022-03-22 Get from Idea to Product/Market Fit in B2B. The world has changed. Nowadays, there are more companies building B2B products than there’s ever been. Products are entering organizations top-down, middle-out, and bottom-up. Teams and managers control their budgets. Buyers have become savvier and more impatient. The case for the value of new innovations no longer needs to be made. Technology products get hired, and fired faster than ever before. The challenges have moved from building and validating products to gaining adoption in increasingly crowded and fragmented markets. This, requires a new playbook. The second edition of Lean B2B is the result of years of research into B2B entrepreneurship. It builds off the unique Lean B2B Methodology, which has already helped thousands of entrepreneurs and innovators around the world build successful businesses. In this new edition, you’ll learn: - Why companies seek out new products, and why they agree to buy from unproven vendors like startups - How to find early adopters, establish your credibility, and convince business stakeholders to work with you - What type of opportunities can increase the likelihood of building a product that finds adoption in businesses - How to learn from stakeholders, identify a great opportunity, and create a compelling value proposition - How to get initial validation, create a minimum viable product, and iterate until you're able to find product/market fit This second edition of Lean B2B will show you how to build the products that businesses need, want, buy, and adopt. |
| b2b case study examples: The Everything Guide To Writing Copy Steve Slaunwhite, 2007-06-14 The Everything Guide to Writing Copy is a step-by-step guide to writing effective copy for a variety of media including print, web, radio, trade journals, and much more. Packed with tips and tricks used by the pros, this valuable resource teaches you to promote products and services, build brands, and write copy that boosts your company’s bottom line. Features expert strategies for you to: -Write compelling headlines, tag lines, and leads -Avoid common copywriting mistakes -Strengthen brand development -Start a freelance copywriting business -Write copy for all media-print, radio, TV, and websites Whether you’re a professional copywriter or just starting out, The Everything Guide to Writing Copy will inspire you to create innovative, sales-generating advertising and marketing pieces. |
| b2b case study examples: Business-to-Business Marketing Management Mark S. Glynn, Arch G. Woodside, 2012-04-04 This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts. |
| b2b case study examples: Business-to-Business Marketing Ross Brennan, Louise Canning, Raymond McDowell, 2010-10-20 The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined. - Featuring updated case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies. Praise for the Second Edition: 'I found that the first edition of Brennan, Canning and McDowell's text was excellent for raising students' awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short 'snapshots' to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding' - Michael Saren, Professor of Marketing, University of Leicester 'This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages to convey both the typical North American view of B2B marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of B2B Marketing as being focused on the management of relationships between companies. This updated second edition sees the addition of a number of 'snapshots' in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing' - Peter Naudé, Professor of Marketing, Manchester Business School 'The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales' - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London 'The text provides an authoritative, up-to-date review of organisational strategy development and 'firmographic' market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong' - Stuart Challinor, Lecturer in Marketing, Newcastle University 'This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a 'must read' for any undergraduate or postgraduate Marketing student' - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge |
| b2b case study examples: B2B Digital Marketing Strategy Simon Hall, 2020-08-13 Harness the most up-to-date techniques, frameworks and skills for effective B2B digital marketing, with this essential handbook as recommended by the Chartered Institute of Marketing (CIM). B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space. |
| b2b case study examples: Digital Business Models Bernd W. Wirtz, 2019-04-02 The spread of the Internet into all areas of business activities has put a particular focus on business models. The digitalization of business processes is the driver of changes in company strategies and management practices alike. This textbook provides a structured and conceptual approach, allowing students and other readers to understand the commonalities and specifics of the respective business models. The book begins with an overview of the business model concept in general by presenting the development of business models, analyzing definitions of business models and discussing the significance of the success of business model management. In turn, Chapter 2 offers insights into and explanations of the business model concept and provides the underlying approaches and ideas behind business models. Building on these foundations, Chapter 3 outlines the fundamental aspects of the digital economy. In the following chapters the book examines various core models in the business to consumer (B2C) context. The chapters follow a 4-C approach that divides the digital B2C businesses into models focusing on content, commerce, context and connection. Each chapter describes one of the four models and provides information on the respective business model types, the value chain, core assets and competencies as well as a case study. Based on the example of Google, Chapter 8 merges these approaches and describes the development of a hybrid digital business model. Chapter 9 is dedicated to business-to-business (B2B) digital business models. It shows how companies focus on business solutions such as online provision of sourcing, sales, supportive collaboration and broker services. Chapter 10 shares insight into the innovation aspect of digital business models, presenting structures and processes of digital business model innovation. The book is rounded out by a comprehensive case study on Google/Alphabet that combines all aspects of digital business models. Conceived as a textbook for students in advanced undergraduate courses, the book will also be useful for professionals and practitioners involved in business model innovation, and applied researchers. |
| b2b case study examples: Trust Funnel Brian G. Johnson, 2015-02-03 How does a dyslexic college dropout become an Internet marketing guru, living a life of wealth and freedom many people only dream of? Answer: by seeing a need and filling it. When his dad purchased a shiny new Apple 2E in 1983, it didn't take long for Brian G. Johnson to discover video games. He was hooked. However, what really blew him away was what he discovered several years later-the Internet. Brian knew it would completely change how and where people spent their money. Most of all, it would level the playing field for average folks, allowing them to cash in as it reached the masses. Trust Funnel is one part memoir, three parts how-to manual for anyone seeking the freedom to work when and where they want as they build an Internet marketing business on a shoestring budget. Inspired by Zig Ziglar, it examines how the Web and online success revolve around trust and the acts of: listening liking trusting buying Trust can be found in many places online. It can be found among site visitors who decide to like a page or post. It can be found in another selfie that appears on someone's Facebook newsfeed. And it can be found in the complex algorithms that power Google rankings, Facebook, and the various other social sites. Gone are the days of links, Google page rankings, and Facebook's EdgeRank. Today's online currency that powers the Web and online success is trust. With Trust Funnel, Brian provides detailed formulas and rituals that enable anyone to leverage the exact same strategies, tactics, and philosophies that have allowed him to drive traffic, build trust, and earn a very comfortable living. Trust Funnel tells the story of his mind-boggling success and can be the springboard to yours. |
| b2b case study examples: Integrated Computational Materials Engineering National Research Council, Division on Engineering and Physical Sciences, National Materials Advisory Board, Committee on Integrated Computational Materials Engineering, 2008-10-24 Integrated computational materials engineering (ICME) is an emerging discipline that can accelerate materials development and unify design and manufacturing. Developing ICME is a grand challenge that could provide significant economic benefit. To help develop a strategy for development of this new technology area, DOE and DoD asked the NRC to explore its benefits and promises, including the benefits of a comprehensive ICME capability; to establish a strategy for development and maintenance of an ICME infrastructure, and to make recommendations about how best to meet these opportunities. This book provides a vision for ICME, a review of case studies and lessons learned, an analysis of technological barriers, and an evaluation of ways to overcome cultural and organizational challenges to develop the discipline. |
| b2b case study examples: Talk Triggers Jay Baer, Daniel Lemin, 2018-10-02 Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says let me tell you about this perfectly adequate experience I had last night. The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation. |
| b2b case study examples: Beloved Brands Graham Robertson, 2018-01-06 Beloved Brands is a book every CMO or would-be CMO should read. Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book. Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential. |
| b2b case study examples: ADKAR Jeff Hiatt, 2006 In his first complete text on the ADKAR model, Jeff Hiatt explains the origin of the model and explores what drives each building block of ADKAR. Learn how to build awareness, create desire, develop knowledge, foster ability and reinforce changes in your organization. The ADKAR Model is changing how we think about managing the people side of change, and provides a powerful foundation to help you succeed at change. |
| b2b case study examples: Obviously Awesome April Dunford, 2019-05-14 You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you. |
| b2b case study examples: E-Business and Distributed Systems Handbook Amjad Umar, 2003-05 This module explains the growing number of Application Servers and their variants (Mobile Application Servers, Commerce Servers, B2B Servers, Multimedia and Collaboration Servers). This is one module of an extensive handbook that systematically discusses how to translate e-business strategies to working solutions by using the latest distributed computing technologies. The focus of this module of the handbook is on application servers that package several middleware and infrastructure services into a platform for development, deployment, and management of modern applications. Chapters of this module explain the principles of application servers and systematically discuss a) Mobile Application Servers based on WAP, I-Mode, J2ME, and others; b) Commerce Servers based on e-payment systems, electronic catalogs, XML, secure C2B trade; c) B2B Servers based on ebXML, Web Services, workflows, EDI, EAI; d) Multimedia and Collaboration Servers based on groupware, SMIL and RTP; and e) Super Application Servers that combine numerous services needed for Web, mobile applications, and EC/EB applications on a single platform (IBM's WebSphere is an example). Chapters of the module also include several real life examples and case studies to highlight practical applications. Additional information and instructor material available from author website (www.amjadumar.com). |
| b2b case study examples: Contemporary Issues in Social Media Marketing Bikramjit Rishi, Subir Bandyopadhyay, 2017-07-28 In a short time span, social media has transformed communication, as well as the way consumers buy, live and utilize products and services. Understanding the perspectives of both consumers and marketers can help organizations to design, develop and implement better social media marketing strategies. However, academic research on social media marketing has not kept pace with the practical applications and this has led to a critical void in social media literature. This new text expertly bridges that void. Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. Topics include: • The consumer journey in a social media world • Social media and customer relationship management (CRM) • Social media marketing goals and objectives • Social media and recruitment • Microblogging strategy And many more. The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands. |
| b2b case study examples: Social Commerce Efraim Turban, Judy Strauss, Linda Lai, 2015-11-17 This is a multidisciplinary textbook on social commerce by leading authors of e-commerce and e-marketing textbooks, with contributions by several industry experts. It is effectively the first true textbook on this topic and can be used in one of the following ways: Textbook for a standalone elective course at the undergraduate or graduate levels (including MBA and executive MBA programs) Supplementary text in marketing, management or Information Systems disciplines Training courses in industry Support resources for researchers and practitioners in the fields of marketing, management and information management The book examines the latest trends in e-commerce, including social businesses, social networking, social collaboration, innovations and mobility. Individual chapters cover tools and platforms for social commerce; supporting theories and concepts; marketing communications; customer engagement and metrics; social shopping; social customer service and CRM contents; the social enterprise; innovative applications; strategy and performance management; and implementing social commerce systems. Each chapter also includes a real-world example as an opening case; application cases and examples; exhibits; a chapter summary; review questions and end-of-chapter exercises. The book also includes a glossary and key terms, as well as supplementary materials that include PowerPoint lecture notes, an Instructor’s Manual, a test bank and five online tutorials. |
| b2b case study examples: White Papers For Dummies Gordon Graham, 2013-03-20 A fast and easy way to write winning white papers! Whether you’re a marketing manager seeking to use white papers to promote your business, or a copywriter keen to break into this well-paying field, White Papers For Dummies gives you a wealth of practical, hands-on advice from one of the world’s leading experts in the field. The fact-based documents known as white papers have been called the “king of content.” No other B2B marketing piece can do more to generate leads, nurture prospects, and build mindshare. Where white papers were once used only by technology firms, they are becoming “must-have” items in the marketing toolkit for almost any B2B firm. Practically every startup must produce a white paper as part of its business planning. But writing effective white papers is a big challenge. Now you can benefit from the experience of a white paper specialist who’s done more than 200 projects for clients from Silicon Valley to Finland, from mighty Google to tiny startups. Author Gordon Graham—also known as That White Paper Guy—provides dozens of tips and tricks to help your project come together faster and easier. White Papers For Dummies will help you to: Quickly determine if your B2B firm could benefit from a white paper Master the three phases of every white paper project: planning, production, and promotion Understand when and how to use the three main types of white paper Decide which elements to include and which to leave out Learn the best practices of seasoned white paper researchers and writers Choose from 40 different promotional tactics to get the word out Avoid common mistakes that many beginners make |
| b2b case study examples: Ten Years to Midnight Blair H. Sheppard, 2020-08-04 “Shows how humans have brought us to the brink and how humanity can find solutions. I urge people to read with humility and the daring to act.” —Harpal Singh, former Chair, Save the Children, India, and former Vice Chair, Save the Children International In conversations with people all over the world, from government officials and business leaders to taxi drivers and schoolteachers, Blair Sheppard, global leader for strategy and leadership at PwC, discovered they all had surprisingly similar concerns. In this prescient and pragmatic book, he and his team sum up these concerns in what they call the ADAPT framework: Asymmetry of wealth; Disruption wrought by the unexpected and often problematic consequences of technology; Age disparities--stresses caused by very young or very old populations in developed and emerging countries; Polarization as a symptom of the breakdown in global and national consensus; and loss of Trust in the institutions that underpin and stabilize society. These concerns are in turn precipitating four crises: a crisis of prosperity, a crisis of technology, a crisis of institutional legitimacy, and a crisis of leadership. Sheppard and his team analyze the complex roots of these crises--but they also offer solutions, albeit often seemingly counterintuitive ones. For example, in an era of globalization, we need to place a much greater emphasis on developing self-sustaining local economies. And as technology permeates our lives, we need computer scientists and engineers conversant with sociology and psychology and poets who can code. The authors argue persuasively that we have only a decade to make headway on these problems. But if we tackle them now, thoughtfully, imaginatively, creatively, and energetically, in ten years we could be looking at a dawn instead of darkness. |
| b2b case study examples: Account-Based Marketing For Dummies Sangram Vajre, 2016-04-25 Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book. —David Raab, Founder at Raab Associates If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too. —Megan Heuer, Vice President and Group Director, SiriusDecisions Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. —Joe Chernov, VP of Marketing at InsightSquared Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how. —Scott Brinker, Author of Hacking Marketing Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results. —Sean Zinsmeister, Senior Director of Product Marketing, Infer The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike. —Scott Vaughan, CMO, Integrate |
| b2b case study examples: Digital Marketing Excellence Dave Chaffey, PR Smith, 2022-07-22 Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises. |
| b2b case study examples: Sales Engagement Manny Medina, Max Altschuler, Mark Kosoglow, 2019-03-12 Engage in sales—the modern way Sales Engagement is how you engage and interact with your potential buyer to create connection, grab attention, and generate enough interest to create a buying opportunity. Sales Engagement details the modern way to build the top of the funnel and generate qualified leads for B2B companies. This book explores why a Sales Engagement strategy is so important, and walks you through the modern sales process to ensure you’re effectively connecting with customers every step of the way. • Find common factors holding your sales back—and reverse them through channel optimization • Humanize sales with personas and relevant information at every turn • Understand why A/B testing is so incredibly critical to success, and how to do it right • Take your sales process to the next level with a rock solid, modern Sales Engagement strategy This book is essential reading for anyone interested in up-leveling their game and doing more than they ever thought possible. |
| b2b case study examples: Building Products for the Enterprise Blair Reeves, Benjamin Gaines, 2018-03-09 If you’re new to software product management or just want to learn more about it, there’s plenty of advice available—but most of it is geared toward consumer products. Creating high-quality software for the enterprise involves a much different set of challenges. In this practical book, two expert product managers provide straightforward guidance for people looking to join the thriving enterprise market. Authors Blair Reeves and Benjamin Gaines explain critical differences between enterprise and consumer products, and deliver strategies for overcoming challenges when building for the enterprise. You’ll learn how to cultivate knowledge of your organization, the products you build, and the industry you serve. Explore why: Identifying customer vs user problems is an enterprise project manager’s main challenge Effective collaboration requires in-depth knowledge of the organization Analyzing data is key to understanding why users buy and retain your product Having experience in the industry you’re building products for is valuable Product longevity depends on knowing where the industry is headed |
| b2b case study examples: The Best Digital Marketing Campaigns in the World Damian Ryan, Calvin Jones, 2011-06-03 With the enormous growth of the internet and social media sites, digital marketing is now worth more per annum than TV advertising in the UK. Social network advertising spending is expected to increase to a staggering $4.3 billion in 2011 in a bid to attract today's media-savvy consumer. The Best Digital Marketing Campaigns in the World brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt. This practical and insightful book explores how businesses large and small have harnessed social media, blogs, forums, online video and email to boost their brand and attract customers. Damian Ryan and Calvin Jones present a selection of hand-picked case studies, sharing the knowledge and skill of the world's top creative minds. Covering everything from household names such as Pizza Hut and Pepsi to Obama's 2008 presidential election campaign, this book is the must-read guide for all marketers looking to embrace the new digital landscape. |
| b2b case study examples: Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works Pam Didner, 2014-12-19 Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. LEARN HOW TO: Create content that engages people--regardless of their country and culture Identify key actions and strategies to apply to your projects Connect dots that others don't see and connect them in ways you never thought of before Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us. -- DOUG KESSLER, Creative Director, Velocity A valuable guide to developing and distributing your global content effectively. -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity This book is the blueprint for engineering a modern scalable content marketing operation. -- PAWAN DESHPANDE, CEO, Curata “Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level. -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling |
| b2b case study examples: Measure What Matters John Doerr, 2018-04-24 #1 New York Times Bestseller Legendary venture capitalist John Doerr reveals how the goal-setting system of Objectives and Key Results (OKRs) has helped tech giants from Intel to Google achieve explosive growth—and how it can help any organization thrive. In the fall of 1999, John Doerr met with the founders of a start-up whom he'd just given $12.5 million, the biggest investment of his career. Larry Page and Sergey Brin had amazing technology, entrepreneurial energy, and sky-high ambitions, but no real business plan. For Google to change the world (or even to survive), Page and Brin had to learn how to make tough choices on priorities while keeping their team on track. They'd have to know when to pull the plug on losing propositions, to fail fast. And they needed timely, relevant data to track their progress—to measure what mattered. Doerr taught them about a proven approach to operating excellence: Objectives and Key Results. He had first discovered OKRs in the 1970s as an engineer at Intel, where the legendary Andy Grove (the greatest manager of his or any era) drove the best-run company Doerr had ever seen. Later, as a venture capitalist, Doerr shared Grove's brainchild with more than fifty companies. Wherever the process was faithfully practiced, it worked. In this goal-setting system, objectives define what we seek to achieve; key results are how those top-priority goals will be attained with specific, measurable actions within a set time frame. Everyone's goals, from entry level to CEO, are transparent to the entire organization. The benefits are profound. OKRs surface an organization's most important work. They focus effort and foster coordination. They keep employees on track. They link objectives across silos to unify and strengthen the entire company. Along the way, OKRs enhance workplace satisfaction and boost retention. In Measure What Matters, Doerr shares a broad range of first-person, behind-the-scenes case studies, with narrators including Bono and Bill Gates, to demonstrate the focus, agility, and explosive growth that OKRs have spurred at so many great organizations. This book will help a new generation of leaders capture the same magic. |
| b2b case study examples: Spurious Correlations Tyler Vigen, 2015-05-12 Spurious Correlations ... is the most fun you'll ever have with graphs. -- Bustle Military intelligence analyst and Harvard Law student Tyler Vigen illustrates the golden rule that correlation does not equal causation through hilarious graphs inspired by his viral website. Is there a correlation between Nic Cage films and swimming pool accidents? What about beef consumption and people getting struck by lightning? Absolutely not. But that hasn't stopped millions of people from going to tylervigen.com and asking, Wait, what? Vigen has designed software that scours enormous data sets to find unlikely statistical correlations. He began pulling the funniest ones for his website and has since gained millions of views, hundreds of thousands of likes, and tons of media coverage. Subversive and clever, Spurious Correlations is geek humor at its finest, nailing our obsession with data and conspiracy theory. |
| b2b case study examples: How to Punch the Sunday Jitters in the Face Tk Kader, 2019-05-07 It's Sunday afternoon. You're rounding out your weekend with friends and family, and life is feeling great. But as the hours pass, you start to see Monday approaching and you get that pit in your stomach. Call it the Sunday Scaries, the Sunday Jitters, the Sunday Angst, or the Sunday Existential Crisis of What am I even doing with my life? We've all been there.I lived my life trying to escape the Sunday Jitters, dreading Mondays, and holding my breath through the week while counting down to weekends for all too long until I decided enough was enough. I learned (almost too late) in my life that taking a proactive approach to my days led to a calmer me. A less frantic me. This all happened when I developed a simple system to check in on myself every Sunday to get rid of the angst I was feeling. I started calling it my Unstoppable Sundays.In this book, I teach you five actionable steps you can start taking today to get more proactive in your life to become the unstoppable person you have within you. |
| b2b case study examples: Marketing Rebellion Mark W. Schaefer, 2019-02 Provides a framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results |
| b2b case study examples: Teaming Amy C. Edmondson, 2012-03-20 New breakthrough thinking in organizational learning, leadership, and change Continuous improvement, understanding complex systems, and promoting innovation are all part of the landscape of learning challenges today's companies face. Amy Edmondson shows that organizations thrive, or fail to thrive, based on how well the small groups within those organizations work. In most organizations, the work that produces value for customers is carried out by teams, and increasingly, by flexible team-like entities. The pace of change and the fluidity of most work structures means that it's not really about creating effective teams anymore, but instead about leading effective teaming. Teaming shows that organizations learn when the flexible, fluid collaborations they encompass are able to learn. The problem is teams, and other dynamic groups, don't learn naturally. Edmondson outlines the factors that prevent them from doing so, such as interpersonal fear, irrational beliefs about failure, groupthink, problematic power dynamics, and information hoarding. With Teaming, leaders can shape these factors by encouraging reflection, creating psychological safety, and overcoming defensive interpersonal dynamics that inhibit the sharing of ideas. Further, they can use practical management strategies to help organizations realize the benefits inherent in both success and failure. Presents a clear explanation of practical management concepts for increasing learning capability for business results Introduces a framework that clarifies how learning processes must be altered for different kinds of work Explains how Collaborative Learning works, and gives tips for how to do it well Includes case-study research on Intermountain healthcare, Prudential, GM, Toyota, IDEO, the IRS, and both Cincinnati and Minneapolis Children's Hospitals, among others Based on years of research, this book shows how leaders can make organizational learning happen by building teams that learn. |
| b2b case study examples: Value First, Then Price Andreas Hinterhuber, Todd C. Snelgrove, 2021-12-27 Value-based pricing – pricing a product or service according to its value to the customer rather than its cost – is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases. This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they need to quantify the value of their products and services to industrial and B2B purchasers. The 2nd edition of this highly-regarded text has been updated in line with current research and practice, offering three new chapters covering new case studies and best practice examples of quantified value propositions, the future of value quantification, and value quantification for intangibles. With contributions from global industry experts this book combines cutting edge research on value quantification and value quantification capabilities with real-life, practical examples. It is essential reading for postgraduate students in Sales and Marketing with an interest in Pricing Strategy, sales and pricing specialists, as well as business strategists, in both research and practice. |
B2B模式、B2C模式、C2C模式分别是什么含义? - 知乎
b2b模式的劣势包括： 竞争激烈 ：B2B市场上存在激烈的竞争，需要企业具备更高的专业水平和更好的服务才能脱颖而出。 交易流程复杂 ：B2B交易往往涉及多个环节，包括询价 …
国内的哪些 b2b 平台口碑很好？ - 知乎
本文将分析国内几家口碑良好的b2b平台，探讨它们在市场竞争中的优势和特点。 阿里巴巴：作为国内最大的b2b平台之一，阿里巴巴凭借其广泛的供应商资源和庞大的买家群 …
目前国内的B2B平台有哪些？ - 知乎
Apr 7, 2019 · 提到b2b平台，阿里巴巴当然首屈一指，也是天花板般的存在。 它是由马云着手创建的平台，也是截止目前做得最大最成功的B2B平台，最早入驻的企业早就赚到了 …
B2B和B2C有什么区别？ - 知乎
b2b的客户在采购的时候是完全理性的，往往会货比300家，而b2c的顾客虽然也会货比三家，但是非常感性。 B2B的客户，他们简单粗暴。 下单的时候，直接在微信上告诉你，要 …
亚马逊B2B怎么个操作流程？？后期运营和B2C一样吗？？
Dec 14, 2020 · 亚马逊b2b是全球开店企业店铺的一个独特的板块，但是这里的b2b我们称为小b端，针对的买家主要是政府，企业，学校，医院，或者一些非盈利性机构。 这里的 …
B2B模式、B2C模式、C2C模式分别是什么含义? - 知乎
b2b模式的劣势包括： 竞争激烈 ：B2B市场上存在激烈的竞争，需要企业具备更高的专业水平和更好的服务才能脱颖而出。 交易流程复杂 ：B2B交易往往涉及多个环节，包括询价、议价、签约、发货、付款 …
国内的哪些 b2b 平台口碑很好？ - 知乎
本文将分析国内几家口碑良好的b2b平台，探讨它们在市场竞争中的优势和特点。 阿里巴巴：作为国内最大的b2b平台之一，阿里巴巴凭借其广泛的供应商资源和庞大的买家群体，在国内b2b市场中占据了 …
目前国内的B2B平台有哪些？ - 知乎
Apr 7, 2019 · 提到b2b平台，阿里巴巴当然首屈一指，也是天花板般的存在。 它是由马云着手创建的平台，也是截止目前做得最大最成功的B2B平台，最早入驻的企业早就赚到了人生中的第一桶金，但是现 …
B2B和B2C有什么区别？ - 知乎
b2b的客户在采购的时候是完全理性的，往往会货比300家，而b2c的顾客虽然也会货比三家，但是非常感性。 B2B的客户，他们简单粗暴。 下单的时候，直接在微信上告诉你，要几件这、几件那就完事了。
亚马逊B2B怎么个操作流程？？后期运营和B2C一样吗？？
Dec 14, 2020 · 亚马逊b2b是全球开店企业店铺的一个独特的板块，但是这里的b2b我们称为小b端，针对的买家主要是政府，企业，学校，医院，或者一些非盈利性机构。 这里的非盈利性的机构很关键，这 …
