Handbook: B2B Marketing Advanced Practices

Summary of Contents:

• Chapter 1: FUEL - Find and attract leads (p. 6-91)
  • Who are you targeting? Identifying buyer personas
  • Creating the killer value proposition
  • Delivering the message with high quality content
  • Best tactics in content development
  • Mastering essential lead generation
  • Inbound tactics
  • Outbound tactics
  • The hub
  • How to select your mix
  • Is bad data hurting your business? Database quality and maintenance
• Chapter 2: FUEL - Uncover qualified leads (p. 92-134)
  • Bridging the gap between marketing and sales
  • Identifying the marketing-sales funnel
  • Finding the gold: Identifying and qualifying leads
  • Harvesting high quality leads
• Chapter 3: FUEL – Establish automated marketing processes (p. 135-149)
  • Creating an automated marketing machine
• Chapter 4: FUEL – Lift results (p. 150-166)
  • Marketing analysis
• Appendix and Glossary (p. 167-169)