Complete B2B online marketing

TABLE OF CONTENTS Introduction xxi Chapter 1 Understanding B2B Online Marketing 1 Why Online? 2 B2B Is Different 5 Developing Your Strategy 11 and Measurement 13 Chapter 2 Building a B2B Brand Online 17 Understanding Online and Using Digital to Build a Brand 18 Tactical Guide to B2B Branding Online 21 Go Identify Your Audience 29 Determining Your Content Strategy 32 Chapter 3 Search Engine Optimization: Outranking Your Competitors 37 What Is SEO? 38 The Wagging Tail of Keywords 41 Squeezing the Juice Out of Links 48 Designing for Optimal Results 52 Chapter 4 Using Paid Online Media in the B2B Marketplace 57 Search Engine Marketing 58 B2B Strategies for Paid Search 62 Display Advertising for B2B 69 Social Media Advertising 74 Chapter 5 Search and Social Media for Online PR 81 Overview of Traditional B2B PR 82 How Online PR Is Different 84 Three B2B Online PR Case Studies 90 Chapter 6 Social Media 101 Social Media Listening 102 Exploiting Your Resources 108 Social Engagement 115 Chapter 7 Optimizing with Metrics 121 Aligning Analytics with the Goals of Your Site 122 The Basics of Analyzing Metrics 122 Key Performance Indicators and Other Meaningful Reports .125 Wash, Rinse, and Repeat to Improve Your Site 126 Testing for Ongoing Optimization 133 Should It Stay or Should It Go? 135 Social Media Metrics 136 Chapter 8 Conversion Rate Optimization and Usability 141 Web Usability and CRO: Similarities and Differences 142 Where to Start: Stages for Usability and CRO 142 Key B2B Conversions 149 Getting Started with Usability Practices 152 Building Blocks for Usability 156 Chapter 9 Integrating Online with Offl ine Marketing 159 Can Events and Online Marketing Ever Join Forces? 160 Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174 Chapter 10 Managing Your Leads: Automation and Nurturing 181 Basics of Marketing Automation 182 Lead Nurturing 183 Basics of B2B Email Marketing 198 Chapter 11 Integrating Marketing with CRM 203 Understanding Your CRM 204 Types of Data Integration 205 Marketing Automation and CRM 208 Must-Have CRM Metrics 215 Chapter 12 The Overall Marketing Mix 217 Marketing Mix Framework 218 Digital vs Traditional Investments 220 What Mix Is Most Effective? 221 Sometimes You Can't Predict the Future 227 Integrating New Forms of Marketing into the Mix 232 Glossary 241 Index 247

Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more. B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success Covers measuring results, improving web site usability, using metrics, and nurturing leads Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.