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B2B Marketing Fundamentals
Drive Impact Across Brand, Reputation, Relationships and Revenue
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About the book
This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking well-proven marketing theories and frameworks and applying them to the very specific B2B marketplace, this book delivers a one-stop guide for early to mid-career marketers looking to develop their understanding of how B2B marketing works.
There has never been a better time to be a B2B marketer, but navigating its complexities can pose challenges. This guide helps break down the complex world of B2B marketing for the next generation to develop the knowledge and skills they need to deliver strong B2B marketing strategies. Including content on how the use of AI and connected data can drive actional insight, this book gives you a thorough understanding of everything you need to know in B2B.
With real-world examples from companies such as Barclays, Mishcon de Raya and The Marketing Society, this guide explores not only of how to deliver results across brand, reputation, relationships and revenue, but also how you can communicate your plans, initiatives, results and ultimately revenue impact in a way that can be understood across the business.
About the authors
- B2B Marketing Fundamentals is the epitome of a compass, in an ever-evolving and changing environment, enabling emerging professionals to navigate the complexities of B2B in a simple and easy to understand manner. This must-have book is an indispensable tool for any aspiring B2B Marketer, worth their salt! Kate Mackie is one of the leading thinkers in B2B Marketing, at this watershed moment, in the journey of our craft
- Andisa Ntsubane, 2024 Global President, B2B Cannes Lions Jury
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