BUSINESS-TO-BUSINESS MARKETING

Transcription

1 BUSINESS-TO-BUSINESS MARKETING rd edition September pages ISBN# Published by Richard K. Miller & Associates (RKMA) 2413 Main Street, Suite 331, Miramar, FL (888) PART I: MARKET OVERVIEW 1 BUSINESS-TO-BUSINESS MARKETING 1.1 B2B Marketing 1.2 Comparison Of B2B and B2C Marketing 1.3 B2B Marketing Tactics 2 B2B SPENDING 2.1 B2B External Spending 2.2 Digital Advertising and Marketing Spending 2.3 Digital Content Publishing Spending 2.4 B2B Sales Collateral 2.5 Market Resources 3 B2B MARKETING SPENDING TRENDS 3.1 Overview 3.2 Marketing Budget Marketing Spending Distribution 3.4 Marketing Challengers 3.5 Market Resources 4 B2B MARKETING BENCHMARKS 4.1 Overview 4.2 B2B CMO Survey 4.3 Market Resources 5 STATE OF B2B MARKETING 5.1 Overview 5.2 Objectives 5.3 Effectiveness 5.4 Digital/Online Channels 5.5 Offline Channels 5.6 Integration of Digital and Traditional Marketing 5.7 Marketing Initiatives 5.8 Market Resources

2 6 B2B MEDIA 6.1 Business News Magazines 6.2 Business Technology Magazines 6.3 Newspapers 7 MARKETING TECHNOLOGY 7.1 Most Important Marketing Technologies 7.2 Marketing Technology Trends 7.3 Market Resources PART II: MARKET LEADERS 8 TOP ADVERTISERS 8.1 Top 100 B2B Advertisers 8.2 Market Resources 9 TOP B2B AGENCIES 9.1 B2B Agency Ranking Market Resources 10 TOP B2B BRANDS 10.1 Overview 10.2 Ranking Market Resources 11 TOP B2B CAMPAIGNS 11.1 Overview 11.2 Award Winners 12 TOP B2B COMMERCIAL CHANNEL SOFTWARE COMPANIES 12.1 Overview 12.2 Marketshare Leaders Market Resources 13 TOP B2B MARKETING BLOGS 13.1 Top 100 B2B Marketing Blogs PART III: MARKET SEGMENTATION 14 BUSINESS & WORKFORCE COUNTS 14.1 Number of Businesses 14.2 Small Businesses 14.3 Workforce 14.4 State Assessment 14.5 Market Resources

3 15 NAICS 15.1 Overview 15.2 NAICS Segments and Business Counts 15.3 Market Resources 16 DISTRIBUTION CHANNELS 16.1 Overview 16.2 Distributors 16.3 Purchasing Consortiums 16.4 Retailers 16.5 Wholesalers 16.6 Market Resources 17 BUSINESS DIRECTORIES & DATABASES 17.1 Overview 17.2 Business Directory/Database Publishers 18 DIRECT MARKETING LISTS 18.1 Overview 18.2 List Brokers, Compilers and Managers PART IV: MARKETING & SALES 19 ACCOUNT-BASED MARKETING 19.1 Overview 19.2 Implementation 19.3 Effectiveness 19.4 Approaches To Account-Based Marketing 19.5 Account-Based Marketing Survey 20 CONTENT MARKETING 20.1 Overview 20.2 Content Spending 20.3 Content Marketing Trends 20.4 State Of B2B Content Marketing 20.5 Content Marketing Survey 20.6 Buyer Perspective 20.7 Market Resources 20.8 Market Resources 21 CUSTOMER EXPERIENCE 21.1 Overview 21.2 Importance Of The Customer Experience 21.3 Customer Experience Survey 21.4 Emotional Connections With Customers

4 21.5 Vendor Relationships 21.6 Market Resources 22 CUSTOMER RELATIONSHIP MANAGEMENT 22.1 Overview 22.2 CRM Use 22.3 CRM Spending 22.4 CRM Technology Products 22.5 Market Resources 23 DATA-DRIVEN MARKETING 23.1 Overview 23.2 Data-Driven Advertising and Marketing 23.3 Data-Driven Marketing Strategy 24 DIRECT MARKETING 24.1 Business Spending 24.2 Direct Marketing Agencies 24.3 Response Rate 24.4 Market Resources 25 EVENT MARKETING 25.1 Overview 25.2 Event Spending 25.3 Major Sports Events 25.4 Hospitality Tents 25.5 Market Resources 26 INBOUND MARKETING 26.1 Overview 26.2 Objectives 26.3 Effectiveness 26.4 Program Execution 26.5 Challenges 26.6 Market Resources 27 LEAD GENERATION 27.1 Qualified Leads 27.2 Most Effective Lead Generation Tactics 27.3 Conversion Rate 27.4 Cost Per Lead And ROI 27.5 Assessing Effectiveness 27.6 Lead Generation Survey 28 LEAD MANAGEMENT 28.1 Overview

5 28.2 Implementation 28.3 Lead Nurturing Trends 28.4 Lead Management Technology Products 28.5 Market Resources 29 MARKET RESEARCH 29.1 Market Research Companies 29.2 Market Research Publishers 29.3 Competitor Intelligence 29.4 Forecasting 29.5 Market Resources 30 MARKETING ANALYTICS 30.1 Overview 30.2 Predictive Analytics 30.3 Marketing Analytics Survey 30.4 Analytics Technology Products 30.5 Web Analytics Technology Products 31 MARKETING AUTOMATION 31.1 Overview 31.2 Marketing Automation for SMBs 31.3 State Of B2B Marketing Automation 31.4 Marketing Automation Technology Products 31.5 Market Resources 32 NETWORKING 32.1 Overview 32.2 Local Networking Alliances 32.3 Networking Online 33 PRODUCT MARKETING 33.1 Overview 33.2 Product Marketing Activities 33.3 Digital Channels For Product Marketing 33.4 Offline Channels For Product Marketing 33.5 Distribution Strategies 33.6 Metrics For Assessment 33.7 Product Launch Strategies 33.8 Product Launch Assessment 33.9 Challenges in Product Marketing Market Resources 34 PROMOTIONAL EVENTS 34.1 Overview 34.2 Objectives

6 34.3 Key Benefits 34.4 Type Of Promotional Events 34.5 Event Components 34.6 Event Promotion Online Channels 34.7 Content To Support Event Promotion 34.8 Pre-Event Tactics 34.9 Tactics For Attendee Engagement Post-Event Tactics Assessing ROI Primary Challenges Market Resources 35 SALES 35.1 Sales Occupations 35.2 Sales Performance 35.3 Sales Cycle 35.4 Sales Enablement 35.5 Market Resources 36 SPONSORSHIPS 36.1 Overview 36.2 Market Assessment 36.3 Spending By Sector 36.4 Market Resources PART V: TRADE SHOWS 37 TRADE SHOW MARKETING 37.1 Trade Show Marketing 37.2 Exhibition Industry Research 37.3 Associations 37.4 Periodicals 37.5 Online Resources 38 LARGEST TRADE SHOWS 38.1 Overview 38.2 Largest Trade Shows 39 CONVENTION CENTERS 39.1 Largest Convention Centers 39.2 List of Convention Centers PART VI: DIGITAL MARKETING

7 40 DIGITAL MARKETING STRATEGY 40.1 Overview 40.2 Objectives 40.3 Effectiveness 40.4 Program Execution 40.5 Challenges 40.6 Resources Used 40.6 Market Resources 41 B2B E-COMMERCE 41.1 Market Assessment 41.2 Online and Mobile B2B Commerce 41.3 B2B E-Commerce Promotions 41.4 Online Marketplaces B2B Use Of Effectiveness Marketing Trends List Growth Marketing Services 43 MOBILE MARKETING 43.1 Scope Of Mobile Applications 43.2 B2B Use Of Mobile 43.3 State Of B2B Mobile Marketing 43.4 Mobile Marketing Survey 43.5 Tablet Use For B2B Sales 44 PROGRAMMATIC ADVERTISING 44.1 Overview 44.2 Benefits Of Programmatic Advertising 44.3 Use Of Programmatic In B2B Advertising 45 SEARCH 45.1 Overview 45.2 State Of B2B Search Marketing 45.3 Search Engine Optimization 45.4 Market Resources 46 SOCIAL MEDIA MARKETING 46.1 Overview 46.2 Use And Effectiveness 46.3 State Of B2B Social Media Marketing 46.4 Social Media Marketing Strategy

8 47 VIDEO MARKETING 47.1 Overview 47.2 Reasons To Use Marketing Videos 47.3 Video Marketing Survey 47.4 Market Resources 48 WEBSITE TRAFFIC 48.1 B2B Website Features 48.2 Online Research 48.3 Website Marketing Optimization 48.4 Landing Page Optimization 48.5 Website Usability APPENDIX A - ACADEMIC CENTERS APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS APPENDIX D - ADVERTISING AGENCIES APPENDIX E - ANALYSTS APPENDIX F - ASSOCIATIONS APPENDIX G - ONLINE RESOURCES APPENDIX H - PERIODICALS APPENDIX I - SERVICES FOR RESEARCH & STRATEGY APPENDIX J - SMALL BUSINESS DEVELOPMENT CENTERS REFERENCES