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| b2b marketing maturity model: B2B Marketing Uwe G. Seebacher, 2021-05-03 This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come. |
| b2b marketing maturity model: Digital Relevance A. Albee, 2018-11-02 Digital Relevance teaches readers the knowledge, strategies, and skills need to create content, instantly engage customers, and compel them to action by sharing ideas so seamlessly matched to each audience's context that they can't help but take next steps toward purchase. |
| b2b marketing maturity model: 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 marketing maturity model: AI in Marketing, Sales and Service Peter Gentsch, 2018-10-22 AI and Algorithmics have already optimized and automated production and logistics processes. Now it is time to unleash AI on the administrative, planning and even creative procedures in marketing, sales and management. This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in more efficient and smarter way. A decade from now, all businesses will be AI businesses – Gentsch shows you how to make sure yours makes that transition better than your competitors. |
| b2b marketing maturity model: Template-based Management Uwe G. Seebacher, 2020-10-29 The Template-based management (TBM) approach has been used since 2003 across the world in diverse contexts. It has evolved hand-in-hand with the evolution of business: Agile, Blueprints, Canvas, Design Thinking, or Kanban are only few of the many current concepts based on the approach. This book expands and upgrades the author's 2003 book 'Template-driven Consulting' (Springer) by tracing this evolution and offering the current state-of-the-art to practitioners. TBM combines structure and method: pre-structuring diverse processes, it helps to present complex activities and procedures in a simple, clear, and transparent manner and then implement them. The use of TBM ranges from conception or creative work in agencies to designing organizations and strategies, planning and monitoring initiatives and projects, to innovation management and optimizing cost structures, processes, or entire departments and divisions. The book also demonstrates how successful organizations use TBM to methodically and structurally apply the internal know-how in a cost and time-optimal way for attaining sustainable business success. Readers will learn to apply and use TBM, identify its importance, and benefit from a variety of case studies that illustrate the application and use for the entire business and management practice. |
| b2b marketing maturity model: 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 marketing maturity model: Intelligent Sustainable Systems Jennifer S. Raj, Yong Shi, Danilo Pelusi, Valentina Emilia Balas, 2022-08-22 This book features research papers presented at the 5th International Conference on Intelligent Sustainable Systems (ICISS 2022), held at SCAD College of Engineering and Technology, Tirunelveli, Tamil Nadu, India, during February 17–18, 2022. The book discusses latest research works that discusses the tools, methodologies, practices, and applications of sustainable systems and computational intelligence methodologies. The book is beneficial for readers from both academia and industry. |
| b2b marketing maturity model: E-business In The 21st Century: Essential Topics And Studies (Second Edition) Jun Xu, Xiang-zhu Gao, 2021-02-04 In the world of internet, wide adoption of computing devices dramatically reduces storage costs with easy access to huge amount of data, thus posing benefits and challenges to e-business amongst organizations.This unique compendium covers current status and practices of e-business among organizations, their challenges and future directions. It also includes studies of different perspectives and markets of e-business.The must-have volume will be a good reference text for professionals and organizations who are updating their e-business knowledge/skills and planning their e-business initiatives. |
| b2b marketing maturity model: A Practitioner's Guide to Account-Based Marketing Bev Burgess, Dave Munn, 2021-06-03 As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing. |
| b2b marketing maturity model: Celebrating the Past and Future of Marketing and Discovery with Social Impact Juliann Allen, Bruna Jochims, Shuang Wu, 2022-06-29 For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data, changing economic power concentration, and a myriad of other factors. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| b2b marketing maturity model: Marketing and Sales Automation Uwe Hannig, Uwe Seebacher, 2023-05-02 This book clarifies based on latest findings and research what one needs to know about marketing and sales automation, how to manage projects to implement them, select and implement tools, and what results can be achieved. It also outlines what can be expected in the future such as the automation of corporate communication and Human Resources. The range of topics spans from the creation of a valid data base in the context of applied AI for realizing predictive intelligence and the effects of data regulations such as the European General Data Protection Regulation (GDPR) when addressing customers and prospects to recommendations for selecting and implementing the necessary IT systems. Experts also report on their experiences in regard to Conversion-rate-optimization (CRO) and provide tips and assistance on how to optimize and ensure the highest RoI for marketing and sales automation. A special focus will be placed on the dovetailing of marketing and sales and the management of the customer journey as well as the improvement of the customer experience. |
| b2b marketing maturity model: Predictive Intelligence for Data-Driven Managers Uwe Seebacher, 2021-03-26 This book describes how companies can easily and pragmatically set up and realize the path to a data-driven enterprise, especially in the marketing practice, without external support and additional investments. Using a predictive intelligence (PI) ecosystem, the book first introduces and explains the most important concepts and terminology. The PI maturity model then describes the phases in which you can build a PI ecosystem in your company. The book also demonstrates a PI self-test which helps managers identify the initial steps. In addition, a blueprint for a PI tech stack is defined for the first time, showing how IT can best support the topic. Finally, the PI competency model summarizes all elements into an action model for the company. The entire book is underpinned with practical examples, and case studies show how predictive intelligence, in the spirit of data-driven management, can be used profitably in the short, medium, and long terms. |
| b2b marketing maturity model: Reengineering Corporate Communication Uwe Seebacher, 2022-07-28 This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM |
| b2b marketing maturity model: Revenue Operations Stephen G. Diorio, Chris K. Hummel, 2022-04-19 Crush siloes by connecting teams, data, and technologies with a new systems-based approach to growth. Growing a business in the 21st Century has become a capital intensive and data-driven team sport. In Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth, an accomplished team of practitioners, academics, and experts provide a proven system for aligning revenue teams and unlocking growth. The book shows everyone how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. With Revenue Operations, you’ll understand what it takes to successfully transition to the new system of growth without killing your existing business. This practical and executable approach can be used by virtually any business - large or small, regardless of history or industry - that wants to generate more growth and value. By reading this book you will find: Real-world case studies and personal experiences from executives across an array of high technology, commercial, industrial, services, consumer, and cloud-based businesses. The six core elements of a system for managing your commercial operations, digital selling infrastructure, and customer data assets. Nine building-blocks that connect the dots across your sales and marketing technology ecosystem to generate more consistent growth and a better customer experience at lower costs. The skills and tools that next generation growth leaders will need to chart the roadmap for a successful career in any growth discipline for the next 25 years. An indispensable resource for anyone who wants to get more from their business – board members, CEOs, business unit leaders, strategists, thought leaders, analysts, operations professionals, partners, and front-line doers in sales, marketing, and service - Revenue Operations is based on over one thousand surveys of and interviews with business professionals conducted during 2020 and 2021. It also includes a comprehensive analysis of the sales and marketing technology landscape. As a perfectly balanced combination of academic insight and data-driven application, this book belongs on the bookshelves of anyone responsible for driving revenue and growth. |
| b2b marketing maturity model: Modern B2B Marketing David Sweenor, Kalyan Ramanathan, 2023-05-21 There are untold resources on marketing and its different functions—brand marketing, content marketing, social media marketing, and more. However, throughout our combined fifty years in the field, we have failed to find a digestible book for business-to-business (B2B) marketing grounded in day-to-day realities that explains how various marketing functions fit together. This book provides practical explanations, advice, tips, and best practices on how B2B marketing actually works. Modern B2B Marketing: A Practitioner's Guide for Marketing Excellence is designed for anyone who leads, works, or engages with marketing. It’s for business leaders and chief marketing officers (CMOs) who want to learn how to sustain a high-performance marketing organization; for product managers and sales professionals who often work with marketing but don’t understand how it all fits together; and for marketers early in their careers who want to understand how B2B software marketing works outside of a classroom setting. This book is not about marketing technology or a rehash of the Pragmatic Marketing Framework. It is a practitioner's guidebook for effective, modern B2B marketing. Centered around a new model for modern marketing, Modern B2B Marketing is built around the customer. It provides an integrated framework and approach to marketing, including downloadable templates that will help you improve performance in portfolio and product marketing, content marketing, demand generation, marketing operations, customer advocacy, and more. If you want to gain a competitive advantage in today’s fast-paced digital world, this TinyTechGuide™ is for you! Remember, it’s not the tech that’s tiny, just the book!™ |
| b2b marketing maturity model: Social Media Management Amy Van Looy, 2022-05-03 This is the second edition of the undergraduate textbook 'Social Media Management' which extends the original edition's scope beyond the business angle. The textbook continues with the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely multi-disciplinary approach by embracing IT, marketing, HR, and many other fields. While the first edition was inspired by the rise of social media tools, the second edition is characterized by a digital economy with increasing digitalization efforts due to newly emerging technologies in Industry 4.0 and the COVID-19 pandemic. Readers will benefit from a comprehensive selection of extended topics, including strategies and business models for social media, influencer marketing, viral campaigns, social CRM, employer branding, e-recruitment, search engine optimization, social mining, sentiment analysis, crowdfunding, and legal and ethical issues. Each chapter starts with one or more teaser questions to arouse the readers’ interest, which will be clarified per topic. The second edition also provides ample self-test materials and reflection exercises. |
| b2b marketing maturity model: Pricing Strategy Implementation Andreas Hinterhuber, Stephan M. Liozu, 2019-07-31 Pricing can truly transform organizations. The impact of pricing on organizations is a result of two factors: pricing strategy development and the implementation of these strategies. Implementation is arguably the most difficult part in the pricing strategy process where even seasoned practitioners demand guidance. Pricing strategy development requires creativity, analytical rigor, and an ability to master the internal political competition for scarce resources, but it takes place in a well-defined environment. Fast forward to strategy implementation: competitors that stubbornly fail to behave according to assumptions, new entrants, internal resistance, new opportunities, changing customer preferences, leadership changes, regulatory interventions, or market growth rates that change unexpectedly are some of the intervening variables between the pricing strategy originally developed and the strategy actually implemented. This book provides the theories and best practices that enable the effective implementation of pricing strategies. It offers: a best practice overview on how to convert a pricing strategy into superior results insights from current academic research on driving profits via pricing strategy implementation examples on how to deal with digital transformation in the context of pricing tools and insights into how to overcome internal resistance, align the organization, and forge win-win relationships with customers Taking a new approach, Pricing Strategy Implementation is a critical and practical tool for practicing executives and managers, as well as academics and researchers in pricing, marketing strategy, and strategic management. |
| b2b marketing maturity model: Scrappy Women in Business Kimberly Wiefling, 2010 Authors: Julie Castro Abrams, Carole Amos, Eldette Davie, Hannah Kain, Mai-Huong Le, Sue Lebeck, Terrie Mui, Pat Obuchowski, Yuko Shibata, Nathalie Udo, Betty Jo Waxman Although some people make it look easy, the reality is that the path to success is often convoluted and messy. It's tempting to believe that the professionals surrounding us somehow have their act completely together while we lurch fitfully onward, but the real story is often much more complicated and chaotic. This refreshingly honest book provides welcome reassurance for every businesswoman who's ever wondered, Is it me, or has the whole rest of the company gone nuts?! Each chapter is a fascinating description of one woman's unlikely journey, and every story is teeming with personal insights and practical tips to encourage you along the way toward your own goals and dreams. The human side of each achiever comes alive as she shares her challenges, choices and achievements in a just between us tone that educates as it entertains. If you've ever had one of those days where your co-workers seemed to grow horns or you were tempted to sink into the icy couch of despair--you are not alone! Once in a while we need to take a well-deserved break. Reading even just one chapter from 'Scrappy Business Women' will refresh your spirit and invigorate you for the next sprint. If you're a seasoned professional, you'll see your own journey reflected in those of these women. And if you're just starting out on your professional journey, the wisdom in this guide will save you a whole lot of time and aggravation! Share your own story at the ScrappyWomen.Biz website, which grew out of this 'gal pal' project. Your story, and those of enterprising, determined women like you, will help this collection grow from a trickle of wisdom into a fountain of inspiration from which millions of women will drink, and ultimately a platform from which they gain the courage to leap boldly into their own futures. Please visit and add your story to ours so that, drop by drop, we grow this tiny stream into an ocean of wisdom. Stay Scrappy! |
| b2b marketing maturity model: The New Language of Marketing 2.0 Sandy Carter, 2008-10-31 Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind. –Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution “It’s no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly–The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that.” –Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School “Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success.” –Anne Holland, Founder, MarketingSherpa Inc Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results For every marketer, strategist, executive, and entrepreneur Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools–and using them to maximize revenue and profitability. Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You’ll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more. Includes information, case studies, and working examples for next generation marketing strategies such as: • Social networks with virtual environments, including Second Life • Online communities including Facebook • Viral Marketing and eNurturing • Serious Gaming • Widgets • Wikis • Blogging, including Twitter • RSS • Podcasting • Videocasting Whether you’re a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies–now, and for years to come. Sandy Carter’s breakthrough ANGELS approach, a step-by-step framework for success: Analyze and ensure strong market understanding Nail the relevant strategy and story Go to Market Plan Energize the channel and community Leads and revenue Scream!!! Don’t forget the Technology! BONUS Content Available Online: Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels. |
| b2b marketing maturity model: Digital Marketing All-in-One For Dummies Stephanie Diamond, 2019-04-04 Unlock the value in online marketing A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you’re a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers. This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don’t. You’ll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more! Use targeted, measurable marketing strategies to promote brands and products Increase brand awareness, customer acquisitions, and audience engagement Measure what your online traffic is worth and improve ROI on digital marketing Develop a solid digital marketing plan and put it to work for your brand From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back. |
| b2b marketing maturity model: Optimize Lee Odden, 2012-04-17 Attract, engage, and inspire your customers with an Optimize and Socialize content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics. |
| b2b marketing maturity model: Transdisciplinary Marketing Concepts and Emergent Methods for Virtual Environments El-Gohary, Hatem, 2012-07-31 This book provides a broad and comprehensive international coverage of subjects, issues, and current trends relating to all areas of online marketing--Provided by publisher. |
| b2b marketing maturity model: Data-First Marketing Janet Driscoll Miller, Julia Lim, 2020-08-21 Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth. |
| b2b marketing maturity model: Handbook of Business-to-Business Marketing Lilien, Gary L., Petersen, Andrew J., Wuyts, Stefan, 2022-07-15 This path-breaking Handbook is targeted primarily at marketing academics and graduate students who want a comprehensive overview of the academic state of the business-to-business marketing domain. It will also prove an invaluable resource for forward-thinking business-to-business practitioners who want to be aware of the current state of knowledge in their domains. |
| b2b marketing maturity model: Business Analysis for Business Intelligence Bert Brijs, 2016-04-19 Aligning business intelligence (BI) infrastructure with strategy processes not only improves your organization's ability to respond to change, but also adds significant value to your BI infrastructure and development investments. Until now, there has been a need for a comprehensive book on business analysis for BI that starts with a macro view and |
| b2b marketing maturity model: Accounting Information Systems Arline A. Savage, Danielle Brannock, Alicja Foksinska, 2024-01-08 |
| b2b marketing maturity model: 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 marketing maturity model: The Definitive Guide to B2B Digital Transformation Fred Geyer, Joerg Niessing, 2020-05-22 |
| b2b marketing maturity model: Data-Driven Marketing Mark Jeffery, 2010-02-08 NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. |
| b2b marketing maturity model: Technological Developments in Industry 4.0 for Business Applications Ferreira, Luis, Lopes, Nuno, Silva, Joaquim, Putnik, Goran D., Cruz-Cunha, Maria Manuela, Ávila, Paulo Silva, 2018-09-14 One of the most important issues businesses face is how to adapt to changing operational and administrative processes. Globalization and high competition highlight the importance of technological innovation and its contribution to the organizational performance of businesses. Technological Developments in Industry 4.0 for Business Applications is a collection of innovative research on the methods and applications of developing new services related to industrial processes in order to improve organizational well-being. It also looks at the technological, organizational, and social aspects of Industry 4.0. Highlighting a range of topics including enterprise integration, logistic models, and supply chain, this book is ideally designed for computer engineers, managers, business and IT professionals, business researchers, and post-graduate students seeking current research on the evolution and development of business applications in the modern industry era. |
| b2b marketing maturity model: Start-Up Secure Chris Castaldo, 2021-03-30 Add cybersecurity to your value proposition and protect your company from cyberattacks Cybersecurity is now a requirement for every company in the world regardless of size or industry. Start-Up Secure: Baking Cybersecurity into Your Company from Founding to Exit covers everything a founder, entrepreneur and venture capitalist should know when building a secure company in today’s world. It takes you step-by-step through the cybersecurity moves you need to make at every stage, from landing your first round of funding through to a successful exit. The book describes how to include security and privacy from the start and build a cyber resilient company. You'll learn the basic cybersecurity concepts every founder needs to know, and you'll see how baking in security drives the value proposition for your startup’s target market. This book will also show you how to scale cybersecurity within your organization, even if you aren’t an expert! Cybersecurity as a whole can be overwhelming for startup founders. Start-Up Secure breaks down the essentials so you can determine what is right for your start-up and your customers. You’ll learn techniques, tools, and strategies that will ensure data security for yourself, your customers, your funders, and your employees. Pick and choose the suggestions that make the most sense for your situation—based on the solid information in this book. Get primed on the basic cybersecurity concepts every founder needs to know Learn how to use cybersecurity know-how to add to your value proposition Ensure that your company stays secure through all its phases, and scale cybersecurity wisely as your business grows Make a clean and successful exit with the peace of mind that comes with knowing your company's data is fully secure Start-Up Secure is the go-to source on cybersecurity for start-up entrepreneurs, leaders, and individual contributors who need to select the right frameworks and standards at every phase of the entrepreneurial journey. |
| b2b marketing maturity model: Lean and Agile Value Chain Management Ehap H. Sabri, Salim N. Shaikh, 2010-01-15 Offering guidance on how to develop a lean and agile value chain, this unique volume provides a comprehensive framework for driving out costs, reducing lead-times, making flexibility improvements, eliminating non-value added activities, and growing market share and profitability. |
| b2b marketing maturity model: The Challenger Sale Matthew Dixon, Brent Adamson, 2011-11-10 What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them. The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades. Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance. Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale. The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth. |
| b2b marketing maturity model: Pricing Done Right Tim J. Smith, 2016-07-25 Practical guidance and a fresh approach for more accurate value-based pricing Pricing Done Right provides a cutting-edge framework for value-based pricing and clear guidance on ideation, implementation, and execution. More action plan than primer, this book introduces a holistic strategy for ensuring on-target pricing by shifting the conversation from 'What is value-based pricing?' to 'How can we ensure that our pricing reflects our goals?' You'll learn to identify the decisions that must be managed, how to manage them, and who should make them, as illustrated by real-world case studies. The key success factor is to build a pricing organization within your organization; this reveals the relationships between pricing decisions, how they affect each other, and what the ultimate effects might be. With this deep-level insight, you are better able to decide where your organization needs to go. Pricing needs to be done right, and pricing decisions have to be made—but are you sure that you're leaving these decisions to the right people? Few managers are confident that their prices accurately reflect the cost and value of their product, and this uncertainty leaves money on the table. This book provides a practical template for better pricing strategies, methods, roles, and decisions, with a concrete roadmap through execution. Identify the right questions for pricing analyses Improve your pricing strategy and decision making process Understand roles, accountability, and value-based pricing Restructure perspectives to help pricing reflect your organization's goals The critical link between pricing and corporate strategy must be reflected in the decision making process. Pricing Done Right provides the blueprint for more accurate pricing, with expert guidance throughout the change process. |
| b2b marketing maturity model: Account-Based Marketing Chris Golec, Peter Isaacson, Jessica Fewless, 2019-03-12 Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide. |
| b2b marketing maturity model: IT-Enabled Strategic Management: Increasing Returns for the Organization Walters, Bruce, Tang, Zaiyong, 2006-03-31 This book makes an effort to explore the interaction of information technology and strategic management and aims to encourage joint research efforts among IT and strategy scholars for common solutions--Provided by publisher. |
| b2b marketing maturity model: Organizing Marketing and Sales Per Andersson, Björn Axelsson, Christopher Rosenqvist, 2018-05-29 Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization. |
| b2b marketing maturity model: #Share Natalie T. Wood, Caroline K. Muñoz, 2022-12-07 The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over 4.6 billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to #share, and complies with industry and federal guidelines. |
| b2b marketing maturity model: Rise of the Revenue Marketer Debbie Qaqish, 2013-10-21 This book is written for the B2B marketing executive who is responsible for answering the question What are you going to do about revenue? This one question begins the transformation of marketing from a cost center to a revenue center, a journey for which most executives are not fully prepared. To describe this transformation, Debbie Qaqish and The Pedowitz Group coined the term Revenue Marketing in 2010. This book was written as a Playbook for the executive responsible for leading this change. Marketing executives reading this book will: gain insight from the Revenue Marketing practices of twenty-four marketing executives interviewed for this book; learn about a new discipline called Revenue Marketing and how it transforms marketing from a cost center to a revenue center; find out how to move Revenue Marketing from a strategy to an executable plan; discover how to manage the key areas of change required on this journey; and understand and be able to apply the key plays for building a repeatable, predictable, and scalable Revenue Marketing practice. |
| b2b marketing maturity model: E-Business Models, Services and Communications Lee, In, 2007-11-30 With the rapid advancement in information technologies, e-business is rapidly growing in significance and is having a direct impact upon business applications and technologies. E-Business Models, Services and Communications provides researchers and practitioners with valuable information on recent advances and developments in emerging e-business models and technologies. This book covers a variety of topics such as e-business models, telecommunication network utilization, online consumer behavior, electronic communication adoption and service provider strategies, and privacy policies and implementation issues. |
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、 …
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 …
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 …
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 …
外贸常用的免费B2B平台有哪些？ - 知乎
首先，做外贸，B2B平台与B2C平台由于面对的客户群体不一样，所以两者会相差很远。B2C平台一般现在入驻的就是4大平台：亚马逊、eBay、Wish和速卖通。 而这里主要讲的是B2B平台，B2B平台有 …
以ftp开头的网址怎么打开? - 知乎
FTP开头的网址可以通过浏览器、FTP客户端或命令行工具打开。
C2C、O2O、B2B、B2C 的区别在哪里？ - 知乎
你在地摊买东西，c2c. 你去超市买东西，b2c. 超市找经销商进货，b2b. 超市出租柜台给经销商卖东西，b2b2c
有哪些境外企业工商信息查询网站或App？ - 知乎
当然了，除去上面的各个官网以外，还有一些专业且可信的第三方b2b公司（类似是国内的阿里巴巴），他们依托强大的市场决断能力以及多年的数据查询及收集经验，还是能够在我们查询一些国家及 …
亚马逊B2B跟B2C有什么本质区别？ - 知乎
B2B跨境电商：从广义层面来看，跨境电商B2B 指互联网化的企业对企业 跨境贸易 活动，也即“互联网+ 传统 国际贸易 ”。从狭义层面来看，跨境电商B2B 指基于电子商务信息平台或交易平台的企业对企 …
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 …
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 …
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 …
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 …
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 …
外贸常用的免费B2B平台有哪些？ - 知乎
首先，做外贸，B2B平台与B2C平台由于面对的客户群体不一样，所以两者会相差很远。B2C平台一般现在入驻的就是4大平台：亚马逊、eBay、Wish和速卖通。 而这里主要讲的是B2B平 …
以ftp开头的网址怎么打开? - 知乎
FTP开头的网址可以通过浏览器、FTP客户端或命令行工具打开。
C2C、O2O、B2B、B2C 的区别在哪里？ - 知乎
你在地摊买东西，c2c. 你去超市买东西，b2c. 超市找经销商进货，b2b. 超市出租柜台给经销商卖东西，b2b2c
有哪些境外企业工商信息查询网站或App？ - 知乎
当然了，除去上面的各个官网以外，还有一些专业且可信的第三方b2b公司（类似是国内的阿里巴巴），他们依托强大的市场决断能力以及多年的数据查询及收集经验，还是能够在我们查询一 …
亚马逊B2B跟B2C有什么本质区别？ - 知乎
B2B跨境电商：从广义层面来看，跨境电商B2B 指互联网化的企业对企业 跨境贸易 活动，也即“互联网+ 传统 国际贸易 ”。从狭义层面来看，跨境电商B2B 指基于电子商务信息平台或交易平台 …
