B2B Marketing: A Guidebook for the Classroom to the Boardroom

Foreword
B2B Marketing´s Time Has Come
Preface
Next-Generation B2B Marketing
Introduction
Of Populists and Realists
Forward into the Past
Global Madness: So What?
Method and Process Competence
Process Competence as a Basic Requirement
Homework First
Everything Must Pay Off
Data Competence
IT Competence
Summary
References
Acknowledgment Adobe Marketo
Acknowledgment LinkedIn
Contents
About the Editor
Part I: Basics and Theories: A Good Base Is Half the Rent
1: The Big Picture: Why the Going Gets Tougher!
1.1 Change Is the Only Constant
1.2 Industry as a Beneficiary
1.3 Away from Sheet Metal: Toward Services and Software
1.4 The Industry Is Lagging Behind
1.5 Management Is the Challenge
1.6 Organization Must be Rethought
1.7 Digitization as a Driver and Game Changer
1.8 Reinventing Corporate Communications
1.9 Marketing and Sales Automation Make Everything Possible
1.10 Marketing Engineering as a New Discipline
1.11 Traditional Engineering: Old or Valuable?
1.12 There Is No Shortcut for Experience
1.13 From World Market Leaders and Deadly Comfort Zones
1.14 Gyro Gearloose Is Not Steve Jobs
1.15 Who Shapes the Transformation?
1.16 The Question Is Not If, But When!
1.17 Summary
References
2: The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!
2.1 Too Many Names and Terms
2.2 Marketing Resource Management (MRM)
2.3 B2B Marketing from A to Z
2.3.1 A/B Test
2.3.2 Account-Based Marketing (ABM)
2.3.3 Brand Management
2.3.4 Business-to-Business (B2B) Marketing
2.3.5 Buyer Journey
2.3.6 Buyer Persona
2.3.7 Campaign Management (CamM)
2.3.8 Content Management (ConM)
2.3.9 Content Marketing (CoMk)
2.3.10 Conversion Rate (CR)
2.3.11 Conversion Rate Optimization (CRO)
2.3.12 Customer Experience (CX)
2.3.13 Customer Life Cycle (CLC)
2.3.14 Customer Relationship Management (CRM)
2.3.15 Date-Driven Marketing (DDM)
2.3.16 Demand Generation
2.3.17 Evergreen Content
2.3.18 Gated Content
2.3.19 Growth Hacking
2.3.20 Inbound Marketing
2.3.21 Influencer Journey
2.3.22 Influencer Marketing
2.3.23 Lead Management (LM)
2.3.24 Lead Nurturing
2.3.25 Marketing Automation
2.3.26 Marketing Orchestration
2.3.27 Marketing Qualified Lead (MQL)
2.3.28 MarTech Stack
2.3.29 Micro Content
2.3.30 Native Advertising (NA)
2.3.31 Owned Media
2.3.32 Outbound Marketing
2.3.33 Performance Marketing
2.3.34 Sales Channel Marketing (SCM)
2.3.35 Sales Qualified Lead (SQL)
2.3.36 Social Selling
2.3.37 Story Telling
2.3.38 Touchpoint Management
2.3.39 User Experience
2.4 Summary
References
3: The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!
3.1 The Situational Approach
3.2 Organizational Etymology of Change
3.3 The Five-Stage Marketing Maturity Model
3.3.1 One-Directional, Reactive Marketing (ORM)
3.3.1.1 One-Directional Marketing
3.3.1.2 Reactive Marketing
3.3.1.3 The Way Out of the Trap
3.3.1.4 Structure Leads to Sovereignty
3.3.1.5 Structures Are the Basis
3.3.2 Bidirectional, Reactive Marketing (BRM)
3.3.2.1 Life Becomes Easier
3.3.2.2 Self-Pity Is Fatal
3.3.2.3 Bidirectional Marketing
3.3.2.4 Business Intelligence and Analytics
3.3.3 Interactive Marketing (IAM)
3.3.3.1 Marketing Automation
3.3.3.2 Change Management
3.3.4 Proactive Analytics Marketing (PAM)
3.3.4.1 Proactive Marketing
3.3.4.2 Marketing: Home of Multidimensional Analytics
3.3.5 Predictive Profit Marketing (PPM)
3.4 Where Is B2B Marketing Right Now?
3.4.1 Marketing Structure Index (MIS)
3.4.2 Marketing Relevance Index (MRI)
3.4.3 Marketing Performance Index
3.4.4 Marketing Positioning Index (MPI)
3.5 A Few Fall by the Wayside
References
4: MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions
4.1 The Beginnings of Martech
4.2 The Database Marketing
4.3 PCs and Servers as Pioneers
4.4 Tom Siebel Attacks
4.5 The Dotcom Bubble Claims Victims
4.6 The MarTech Bubble Is Growing
4.6.1 The Suite for SMEs: But Not for Enterprises
4.6.2 The Platform for the B2B Professionals
4.6.3 The Portfolio Strategy as the Jungle Book of Unimagined Opportunities
4.7 Where Are CRM and MA in Jurassic Park?
4.7.1 Sales Benefits from Marketing Automation
4.7.2 MarTech Suppliers Are the Always Best
4.7.3 No Provider Can Offer Customer Intelligence
4.8 The MarTech Journey
4.8.1 Step 1: The CRM System
4.8.2 Step 2: The IT Strategy as Reference Framework
4.8.3 Step 3: Marketing Automation in the Focus
4.8.4 Step 4: Full Speed Ahead into the Jungle
4.9 The S-Curve Model
4.10 Summary
References
Part II: Practical Concepts and Models: Applied Science from the Experts
5: B2B Marketing Strategy: Finding the Needle in the Haystack
5.1 Introduction: The Strategy Model and Why We Need a Framework for Strategic Marketing Planning
5.2 STEP 1: Marketing Landscape
5.2.1 How Can We Define a Situation Analysis Template for Profiling the Company´s Current Offering?
5.2.2 Segmentation and Routes to Market
5.2.3 Creating Buyer Personas
5.2.4 Researching Macro Environment Detail for Bespoke B2B Sectors
5.2.5 Marketing SWOT Analysis
5.3 STEP 2: Competitor Analysis
5.3.1 What Are the Comparable Characteristics of the Modern Competitor Marketing Approach?
5.4 STEP 3: Message, Brand and Positioning
5.4.1 The Core Elements That Influence Any B2B Marketing Value Proposition
5.4.2 Other Positioning Considerations
5.5 STEP 4: Media and Marketing Channel Selection Criteria
5.5.1 What Does the Spectrum of Typical Marketing Channels Look Like in B2B?
5.5.2 Building a Modern B2B Channel Mix
5.6 STEP 5: MarTech Stack
5.6.1 Steps to Consider in Building the Optimal B2B Martech Stack
5.7 STEP 6: Objectives
5.7.1 How to Build SMART B2B Objectives?
5.8 STEP 7: Marketing Action Plan Budget and Timeline
5.8.1 How Should We Build and Visualise a Framework for Budget and Timescales for Implementation?
5.9 STEP 8: Reporting Template for Optimisation
5.9.1 Frequency, Areas to Consider and Reporting Template for B2B Marketing Monitoring
5.10 Conclusion
References
6: The Marketing Canvas: A Template for Powerful Go to Market Strategies
6.1 B2B Marketing Is Complicated
6.1.1 Why Traditional Information Gathering Is No Longer Working
6.1.2 Understanding the Big Picture
6.1.3 Effective Knowledge Management with Canvas Methods
6.2 The B2B Marketing Canvas by Susanne Trautmann
6.2.1 Why the Problem Must Be the Starting Point
6.2.2 How to Influence Purchasing Decisions with Emotions and Win New Customers
6.2.3 The Target Customer: Limit Your Target Audience
6.2.3.1 A Fictional Description of the Ideal Customer
6.2.4 The Solution: A Master Plan to Make Your Customers Happy
6.2.5 The Alternative Solution: What Additional Options are Available to Solve the Problem?
6.2.6 The Promise: Activate the Imagination of Your Target Customers with Your Version of a Better Future
6.2.7 The Unfair Advantage: Building Value Through Thought-Leadership
6.2.8 The Status Quo: Inventory and Risk Analysis Before the Commencement Start
6.2.9 The Goal: How Do You Define a Measurable Goal That Everyone in the Team Can Work Toward with Enthusiasm?
6.3 The Marketing Canvas Process in Practice
6.3.1 The Preparation
6.3.2 The Implementation
6.3.3 The Follow-Up
6.3.4 The Optimal Number of People for the Marketing Canvas Workshop
6.3.5 Avoiding Resistance
6.3.6 Duration of the Marketing Canvas Workshop
6.3.7 Flipchart, Whiteboard, and Equipment
6.3.8 Empty Fields in the Marketing Canvas
6.3.9 Iteration Loops
6.4 Practical Application of the Marketing Canvas
6.4.1 The Challenge and the Consequence
6.4.2 The Target Customer
6.4.3 The Solution
6.4.4 The Alternative Solution
6.4.5 The Promise
6.4.6 The Unfair Advantage
6.4.7 The Status Quo
6.4.8 The Goal
6.5 Summary
References
7: To Brand or Not to Brand: An Introduction to B2B Branding
7.1 Introduction
7.2 Branding in B2B Marketing
7.2.1 Branding Then and Now: What Is a Brand?
7.2.2 Why Is Branding Relevant in B2B Markets?
7.2.2.1 B2B Is Not Just B2B
7.2.2.2 Three Good Reasons for B2B Branding
7.3 From Development to Management: 360 B2B Branding
7.3.1 Brand Development
7.3.1.1 The Groundwork
7.3.1.2 The Status Quo on the Branding Ladder
7.3.1.3 Adopting a Position
7.3.1.4 Mission, Vision, and Values
7.3.1.5 The Personality of the Brand
7.3.2 The Brand Strategy
7.3.2.1 Holistic Branding
7.3.3 Brand Management
7.4 Reap the Rewards: Effects and Benefits of B2B Branding
7.5 Conclusion
References
8: Marketing Automation: Defining the Organizational Framework
8.1 Why Marketing Automation Is Disruptive
8.1.1 Change in B2B Customer Relationships
8.1.2 The New Way to Plan Campaigns
8.2 How Marketing Automation Changes Customer Interaction Along the Customer Life Cycle
8.2.1 More Leads in Customer Acquisition
8.2.2 Identifying Potential in Customer Relationship Management
8.2.3 Last Chance in Recovery Management
8.3 How Marketing Automation Changes the Organization
8.3.1 Marketing Automation as a Management Topic
8.3.2 Professionalization of Marketing
8.3.3 Focus on Core Sales Activities
8.3.3.1 Better Interaction Between Marketing and Sales
8.3.4 Over- or Underestimating the Technology
8.4 Conclusion: How Marketing Automation Becomes a Success
References
9: Marketing Automation: Exploring the Process Model for Implementation
9.1 Introduction
9.1.1 Increasing the Adoption Rate: The Human Success Factor
9.2 The Process Model at a Glance
9.3 Six Steps to a Successful Introduction of Marketing Automation
9.3.1 Taking Stock
9.3.2 Kick-Off
9.3.3 Basic Principles
9.3.4 Processes and Control
9.4 Use Case: Campaign
9.4.1 Execution
9.5 Common Mistakes and Strategies to Avoid Them
9.6 Marketing Automation as a Driver of Digitalization: An Outlook
References
10: Successful Lead Management: Nothing´s Gonna Stop Us Now
10.1 The Setup of Marketing and Sales Organization
10.1.1 Marketing Lacks to Measure Sales Relevant KPIs
10.1.2 Modern Marketing and the Digital Transformation
10.2 Funnel Concept
10.2.1 An Introduction to the Funnel Concept
10.2.2 The Different Steps from a Potential Customer to a Won Customer
10.3 Successful Lead Management
10.3.1 Definition of Lead Management
10.3.2 Lead Generation
10.3.3 Lead Nurturing and Lead Scoring
10.3.4 Lead Qualification
10.4 The Lead Management Maturity Model (LMM-Model)
10.4.1 Purpose of the LMM-Model
10.4.2 Description of the LMM-Model
10.4.3 The Four Crossing Points in the LMM-Model
10.4.4 Above and Below the Path of the LMM-Model
10.5 Summary
References
11: Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator
11.1 Lead Capturing as Part of the Lead Management Process
11.1.1 Conventional Lead Capturing at Trade Fairs
11.2 Digital Lead Capturing
11.2.1 New Possibilities Through Digitalization
11.2.2 Software Automation
11.2.3 Further Advantages of Digital Lead Capturing
11.2.4 Data Quality
11.2.5 Tool Selection and Technologies
11.3 Introduction of Digital Lead Capturing as a Change Process
11.3.1 Costs
11.3.2 Savings Potentials
11.3.3 Cost-Benefit Calculation
11.4 Conclusion
References
12: User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey
12.1 Buying Behavior Impacting B2B Marketing Strategies
12.2 Decision-Making in B2B Buying
12.2.1 The Buying Center
12.2.2 Influencing Factors and Motivation of B2B Buyers
12.3 B2B User Experience
12.3.1 The Role of User Experience in B2B
12.3.2 Influencers and Drivers of B2B User Experience
12.4 Visualizing B2B Customer Experience
12.4.1 The Customer Journey
12.4.2 Relevance of the Customer Journey in B2B Marketing
12.5 Measuring Experience
12.5.1 From Customer Satisfaction to User Experience
12.5.2 How to Measure Experience?
12.6 Touchpoint Management
12.6.1 Goals of Touchpoint Management
12.6.2 The Touchpoint Management Process
12.7 Touchpoint Evaluation
12.7.1 Evaluation Criteria
12.8 B2B Touchpoint Evaluation Tool
12.9 Summary
References
13: Content Marketing Process: Embrace Art and Science
13.1 Art or Science?
13.2 Learn from Journalists
13.3 The Content Manager: A Key Role in Content Marketing Process
13.3.1 Why Do You Need a Content Manager?
13.3.2 What Are Content Managers Doing?
13.3.3 How to Hire a Good Content Manager?
13.4 The Pillars of the Content Marketing Management Process
13.4.1 Planning
13.4.2 Identification of the Purchase Decision-Maker (Buyer Persona)
13.4.3 Identify Customer Information Needs at Every Stage of the Decision-Making Process
13.4.4 Defining Key Content Messages at Different Stages of the Decision-Making Process
13.4.5 Identify Standardized Content Formats
13.4.6 Define Content Distribution Channels
13.4.7 Presentation and Acceptance of Content Strategy by the Board
13.5 Content Production
13.5.1 Content Calendar
13.5.1.1 Content Brief
13.5.1.2 Content Draft
13.5.1.3 Research
13.5.1.4 Content Delivery: Expert Draft Version
13.5.1.5 Expert Check
13.5.1.6 Graphics
13.5.1.7 Reformat: Content Recycling
13.5.1.8 CTA Placement
13.5.1.9 Content Placement
13.6 Content Promotion
13.6.1 Promotion Budget
13.6.2 Promotional Content Production
13.6.3 Promotional Content Conversion Report
13.7 Measure Content Performance
13.8 Summary
Additional Materials
14: Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing
14.1 Content Marketing in the Drastic Change
14.1.1 VUCA World as a Catalyst for CCCM
14.1.2 Definition of CCCM (Contingency-Centric Content Management)
14.1.3 CCCM as an SEO Booster
Excursus
14.1.4 Content Marketing Strategy: CCCM Strengthens the Brand and Its Image
14.1.5 The CCCM Contingency Wheel
14.2 Customer Journey: Explosion of Content Opportunities
14.3 CCCM: Sustainable Customer Success and More
14.4 Content Meets Business Psychology
14.4.1 New Laws Offering Great Opportunities for CCCM Law
14.4.1.1 Examples of Classic CCCM Communication Options
14.4.1.2 Examples of Digital CCCM Communication Possibilities
14.4.2 Conclusion
14.5 Example 1: CCCM-Social-An App as Environmentalist and Revenue Generator.
14.5.1 Background Situation
14.5.2 The Solution
14.5.3 Do Good Deeds and Let Them Be Talked About
14.5.4 CCCM-Social: Do Good Together
14.5.5 The Trolleywise App: Easy to Use, Strong in Success
14.5.6 Most Important Marketing Measures
14.5.7 Results
14.5.8 Lessons Learned
14.6 Example 2: CCCM-Law-A New Industry Overnight
14.6.1 Situation and Legal Starting Point
14.6.2 The Solution
14.6.3 Opportunity Meets Speed
14.6.4 New Customers Overnight
14.6.5 Industry Newcomer Quickly Becomes an Expert
14.6.6 Content Creates Trust: The Basis for Success
14.6.7 Most Important Marketing Measures
14.6.8 Results
14.6.9 Lessons Learned
References
15: Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World
15.1 The Journey Stage Itself Is Not Defining Content Needs
15.2 Understanding Your Customer Needs
15.3 Introduction to Design Thinking: Creating Buyer-Centric Communication
15.3.1 Running Design Thinking: A Sprint Not Being an Option
Tip
15.4 Defining the Problem: The Business Briefing
15.5 Need Finding and Benchmarking: Understanding the Customers
15.5.1 Creating a Customer Profile
15.5.2 Retracing the Buyer´s Journey
15.6 Ideation: Imagining a Customer Flow
Tip
Tip
15.6.1 Tips to Unleash Your Creativity
15.6.2 Prioritizing the Ideas
15.7 Prototyping: Developing Communication Material to Prepare Testing
15.8 Testing
15.9 Summary
References
16: From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content
16.1 Always on the Move: Snapshot of the Latest Developments in B2B SEO
16.1.1 What Is SEO and How Does It Work?
16.1.2 What Is Special About B2B SEO?
16.1.3 Why Is SEO so Important in B2B Marketing?
16.1.4 Latest Google Algorithms and Their Meaning for B2B SEO
16.2 Contextual Frameworks: A New Way of Using SEO for Content Optimization
16.2.1 Content Optimization and How to Get Beyond Keywords
16.2.1.1 Readability Versus Keyword Repeatability
16.2.2 Content Is King, Context Crowns It!
16.2.3 How to Add Context to Your Content?
16.3 Link Building: How to Build High-Quality Backlinks
16.3.1 How to Build Inbound Links
16.4 Technical On-Site Optimization: How to Make Your Content Shine
16.5 Use Cases: Network Taxonomies Applied
16.5.1 How to Set Up a Tech Blog Based on SEO Mind Mapping
16.5.1.1 Create a Network of Blog Posts Using Pillar Posts as the Center of the Structure
16.5.1.2 Build an Interlinked Content Network
16.5.1.3 Do Keyword Research to Define Subtopics
16.5.2 Using a Taxonomy to Identify Influencers for Niche Topics
16.6 New Level of Customer-Centricity: How Understanding User Intent Changes B2B Marketing
References
17: Strategic Account-Based Marketing: How to Tame This Beast
17.1 Defining ABM
17.1.1 B2B Marketing
17.1.2 ITMSA
17.1.3 Sirius Decisions
Learning Points
17.1.4 The History of ABM
17.1.5 Triggers to Adoption
17.1.5.1 Traditional Demand Gen Is Broken
17.1.5.2 ABM MarTech
Learning Points
17.2 The Types of ABM (Fig. 17.1)
17.2.1 Strategic ABM (1:1)
17.2.2 ABM Lite (1:Few)
17.2.3 Programmatic ABM (1:Many)
Author´s Note
17.2.4 Hybrid Approaches
17.3 Pilot Programs
Learning Points
17.4 Key Steps to ABM Implementation (Fig. 17.2)
17.4.1 Sales and Marketing Alignment
17.4.2 Account Selection
17.4.3 Existing Account Selection Process
17.4.4 Ideal Customer Profile (ICP)
17.4.5 Account Opportunity Matrix (Fig. 17.3)
17.4.5.1 Advocates
17.4.5.2 Vulnerable
17.4.6 Due Diligence
17.4.7 Onboard/Embed
17.4.8 Collaborative Account Scoring
17.4.9 Intent Data
Learning Points
17.5 Account Planning
17.6 Account Research and Insight
17.7 The ABM Strategic Account Plan
Learning Points
17.7.1 Content and Delivery
Learning Points:
17.7.2 Measurement and KPIs
17.8 Summary
References
18: Social Media in B2B: The New Kids on the Block
18.1 Social Media in B2B: Definition, Dynamics, and Trends
18.2 Targeting Possibilities of Various Social Media Channels
18.3 Facebook: B2C Top Dog Also for B2B?
18.3.1 General Information
18.4 Facebook Targeting Opportunities and B2B Marketing
18.4.1 Conclusion Facebook
18.5 Instagram: Reaching Your Goal with Precision
18.5.1 General Information
18.5.2 Instagram Targeting Opportunities and B2B Marketing
18.5.3 Conclusion Instagram
18.6 LinkedIn: The B2B Powerhouse
18.6.1 General Information
18.6.2 LinkedIn Targeting Opportunities and B2B Marketing
18.6.3 Conclusion LinkedIn
18.7 WhatsApp: More than ``Message in a Bottle´´
18.7.1 General Information
18.7.2 WhatsApp Targeting Opportunities and B2B Marketing
18.7.3 Conclusion WhatsApp
18.8 TikTok: The ``Wild Thing´´
18.8.1 General Information
18.8.2 TikTok Targeting and B2B Marketing
18.8.3 Conclusion TikTok
18.9 Quora: Good to Know
18.9.1 General Information
18.9.2 Quora Targeting Opportunities and B2B Marketing
18.9.3 Conclusion Quora
18.10 Reddit: The New SpaceX in B2B?
18.10.1 General Information
18.10.2 Reddit Targeting Opportunities and B2B Marketing
18.10.3 Conclusion Reddit
18.11 Recommendations for the Social Media Jungle
18.12 I Do Not Like It
18.12.1 ``Counter-Writing´´ Usually Backfires
18.12.2 No Money, No Honey!
18.13 The Phoenix from the Ashes in B2B Social Media
18.14 No Survival in the Social Media Jungle Without Strategies
18.14.1 Communicate with People and Not with Companies
18.15 Showcase: B2C Social Media Successfully Used in B2B
18.15.1 Background Situation
18.15.2 The Solution
18.15.3 The Results
18.15.4 Lessons Learned
References
19: Social Selling in B2B: How to Get Jump Started
19.1 About the Relevance of Social Selling for the B2B Business
19.2 Theoretical Foundations of Social Selling
19.2.1 Categorisation of Social Selling and Relevant Terms
19.2.2 Findings from Research on Social Selling
19.2.3 Functionality of Social Selling
19.2.4 Requirements for Social Selling
19.3 Development of a Successful Social Selling Strategy
19.3.1 Required Framework Conditions
19.3.2 Integration into The Sales Strategy
19.3.3 Empowerment of Sales Representatives
19.3.4 Alignment and Integration with Marketing Planning
19.3.5 Effective Targeting
19.3.6 Setting the Rules of the Game
19.4 Ingredients for Successful Social Selling
19.4.1 Creation of Relevant Content in a Customer-centric Way
19.4.2 Platforms for Social Selling
19.4.3 Helpful Tools
19.5 Opportunities and Risks of Using Social Media and Social Selling in B2B
19.5.1 Opportunities of Using Social Media in B2B
19.5.2 Risks of Using Social Media in B2B
19.6 Summary and Outlook
References
20: Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media
20.1 Motivation for Corporate Influencing
20.2 Platforms
20.2.1 Overview
20.2.2 Selection of Platforms
20.3 Characteristics of Corporate Influencing
20.3.1 Commitment
20.3.2 Narrative
20.3.3 Profile
20.3.4 Components for Posts
20.3.5 Texts
20.3.6 Pictures
20.3.7 Videos
20.3.8 Frequency
20.3.9 Theme Selection
20.3.10 Editorial Planning
20.3.11 Curation
20.3.12 Developing a Network
20.4 The Corporate Influencing Program in the Company
20.4.1 The Seven Building Blocks of Corporate Influencing
20.4.2 Relevance of Networked Campaigns
20.4.3 Required Change in the Communications Departments
20.5 Evaluation of the Results
20.5.1 Use of KPIs
20.5.2 Qualitative Results
20.6 Conclusion and Outlook
References
21: Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market
21.1 Introduction to Digital Marketing in China
21.2 Cultural and Technical Differences
21.2.1 Differences in the Digital Landscape
21.2.2 User Behavior and Expectations
21.3 The Customer Journey in China: Touchpoints and Channels
Case Study: Trade Fairs
21.4 Digital Success Factors and Important Touchpoints
21.4.1 Domain and Hosting
Case Study: International Domain Structure
21.4.2 Search Marketing and Baidu
21.4.3 WeChat
Case Study: WeChat Accounts for ``Oversea Companies´´
21.5 Social Media Marketing
21.5.1 WeChat
21.5.2 Douyin (TikTok)
21.5.3 Kuaishou
21.5.4 Red
21.5.5 Weibo
21.5.6 Video Platforms
21.5.7 Youku
21.5.8 Tencent Video
21.5.9 iQiyi
21.5.10 Bilibili
21.6 KOL: Key Opinion Leaders
21.6.1 B2B Commerce
21.7 Important B2B Commerce Platforms in China (Excerpt)
21.7.1 1688 Alibaba
21.7.2 Global Sources
21.7.3 Made-in-China
21.8 The Localization of Global Marketing Strategies
Case Study: Teamwork in China
21.9 Summary
21.10 Important ``Take Aways´´
Part III: Case Studies and Showcases: Applied Success Featuring the Ambitious
22: Finding the Right Path: A B2B Marketing Journey SME Showcase
22.1 A Marketing Journey?
22.1.1 The Emerging Market of 3D Printing and Additive Manufacturing
22.2 Organizational Analysis
22.2.1 The Early Years and Developments
22.2.2 Challenges for an SME in a Global, Investor-Driven Market
22.2.2.1 Internal Challenges
22.2.2.2 External Challenges
22.3 Finding the Path
22.3.1 Off the Path: Texting and Valuating but Still Competing Well
Example
22.3.2 Mistakes May Happen
22.3.3 The Path Becomes Clearer
22.3.4 Our Seven Key Messages
22.4 Walking the Path
22.4.1 Let Us Start with a Marketing Session
22.4.2 Marketing Mix and Budget Breakdown in 2020
22.4.3 Our Marketing Mix in Detail
22.5 Destination Unknown: Reinvent the Path
22.5.1 Why Our Marketing Mix Is Not Written in Stone
22.5.2 Our Actions to Reinvent the Path
22.6 Conclusion
References
23: Digital Transformation in Shipping: The Hapag-Lloyd Story
23.1 How to Bring Digital Marketing on Board a Traditional Company
23.2 Hapag-Lloyd: Fifth Largest Shipping Line in the World
23.2.1 Challenges of the Market and the Company
23.3 What Digital Transformation Means for Hapag-Lloyd
23.3.1 Customer Centricity, Collaboration and Co.: Clear Mission as a Signpost and Beacon on the Path of Transformation
23.3.2 How Special Unit DBT Accelerates the Transformation and Online Marketing
23.4 Role and Objectives of Digital Marketing at Hapag-Lloyd
23.4.1 Convincing and Raising Awareness: Solutions and Challenges in the Buildup Phase
23.5 Quick Quotes: Hapag-Lloyd´s First Global Digital Product
23.5.1 A Global Scalable Marketing Model for Quick Quotes
23.5.2 The Three Phases of Scaling Quick Quotes
23.6 The Internal Influencer Program: The ``Digital100´´
23.7 Annual Report Proves: Online Marketing Strategy Works
23.8 Exploitation Phase and Increase of Scaling as Next Steps
23.9 How Digital Transformation Can Succeed
Bibliography
24: Choosing the Right Marketing Automation Platform: A SME Success Story
24.1 Introduction
24.2 Background and Challenges
24.3 Why Marketing Automation and Where to Start?
24.3.1 An Organizational Perspective
24.3.2 A Tool Perspective
24.4 The Evaluation Process
24.4.1 The Alignment Challenges
24.4.2 Selection Key Criteria
24.5 The Implementation Process
24.5.1 Additional Key Requirements
24.5.2 The Four Project Phases
24.6 Fast Results and Many Happy Internal Clients
24.7 Lessons Learned
24.8 Conclusions
References
25: How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions-Case Energy Industry
25.1 Introduction
25.2 Historical Development of innogy SE and Its Characteristics
25.3 The innogy Brand
25.4 Strict Customer Centricity as a Starting Point for bit.B
25.5 Setting Up a Strategic Lead Management Including Lead Nurturing
25.5.1 Importance and Development of Strategic Lead Nurturing
25.5.2 Development of Buyer Personas for bit.B
25.5.3 Development of the Lead Scoring Model for bit.B
25.5.4 Content Programs and Contents
25.6 Results and Achievements
25.7 Conclusion
References
26: Marketing and Sales Excellence: A Practical Showcase for Organisations
26.1 Why Marketing and Sales Excellence Is Key
26.1.1 Challenge ``Omni-Channel´´ Context
26.2 Conflict Between Marketing and Sales
26.2.1 The Infamous ``Silo Thinking´´ and Famous ``Mini-Max Principle´´
26.2.2 But How Good Is the Alignment Really?
26.2.3 Digital Disruption in Sales
26.3 Success Factors of Marketing and Sales Excellence
26.4 ``Customer Journey Management´´
26.4.1 Lead Management: Defining the Processes with the Sales Department
26.4.2 The Implementation: Tracking and Automating Customer Journey Interactions
26.4.3 Sales Enablement
26.4.4 Evaluating Contacts: Lead Scoring and Contact Engagement Funnel
26.4.4.1 Contact Engagement Funnel
26.5 Marketing and Sales Excellence in Practice
26.5.1 Planning
26.5.2 Alignment
26.5.3 Processes
Excursus
26.5.4 Review
26.6 When the ``Dream Trip´´ Suddenly Becomes a ``Horror Trip´´
References
27: Winning and Retaining Customers Successfully Through Lead Management: The Intralogistics Provider STILL Success Story
27.1 STILL: A Strong Brand
27.1.1 What Drives This Market?
27.1.2 Focus on the Customer
27.1.3 Where Does That Come From?
27.2 The Golden Rule of Lead Generation
27.2.1 Lead Management
27.2.2 Lead Definition at STILL
27.2.3 The Range of Services of STILL Lead Management
27.2.4 Definition of Lead Types at STILL
27.3 The Phases of Successful Lead Generation at STILL
27.3.1 Phase 1: Strategy
27.3.2 Phase 2: Addresses
27.3.3 Phase 3: Dialog Marketing and Lead Management
27.3.4 Phase 4: Completion
27.4 Decisive Success Factors in Lead Management for STILL
27.4.1 The Lead Quality
27.4.2 The Lead Acceptance
27.4.3 The Lead Transparency
27.4.4 The Lead Conversion
27.4.5 The Success: Sales and Return
27.5 Outlook and Conclusion
References
28: User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry
28.1 Profile of an International Industrial Technology Group
28.2 The Challenge: Which Touchpoints Are the Most Effective?
28.3 The Solution: Touchpoint Evaluation Project
28.3.1 Research Design
28.3.2 Secondary Research
28.3.3 Primary Research
28.3.4 Target Group and Sample Selection
28.3.5 Research Instrument and Field Research
28.3.6 Data Collection and Analysis
28.4 Results and Outcomes
28.4.1 Internal Analysis
28.4.2 External Analysis
28.5 Interpretation of Research Results: Touchpoint Evaluation
28.6 Lessons Learned
28.7 Summary
References
29: Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence
29.1 Introduction
29.2 Structural Presentation of the Case Studies Company
29.2.1 The Product Portfolio
29.2.2 The Organization
29.3 Problem Definition and Approach to Solution
29.3.1 Sales Partner Management at Random
29.3.2 The Channel Success Manager
29.3.3 The Channel Excellence Framework
29.3.4 New Job Descriptions and Goals
29.4 The Sales Partner Monitoring
Example
29.5 Sales Partner Incentive as a Win-Win
Example
29.6 The Sales Partner Journey
29.7 More Than We Had Ever Dreamed of !
References
30: Central Business Intelligence: A Lean Development Process for SMEs
30.1 Introduction and Background
30.2 Business Intelligence at Industrial Equipment Manufacturer WATERCOM
30.2.1 Major Hurdles Emerge
30.2.2 Finding A Way Out
30.3 The Project Setup
30.3.1 First Tasks
30.3.2 Designing the IT Architecture
30.3.3 Acquiring External Market Data
30.4 Moving Ahead: Building Trust in the Organization
30.4.1 Converting the Resistance
30.4.2 Creating a Data-Packed Strategy
30.4.3 The Power of Dashboards
30.5 Elene´s Key Findings and Her Vision for Central Business Intelligence
References
31: From Zero to Hero: B2C Practice as Revenue Generator in B2B
31.1 Introduction
31.2 The Challenge
31.3 Analyzing the Pain Points in Sales and Distribution
31.3.1 Digital Marketing as a Painkiller and Profit Maker
31.3.2 Creating the Buyer Personas
31.3.3 Thinking Like the Customer
31.3.4 Designing the Customer Journey
31.3.5 Ensuring Conversion Friendliness and User Experience
31.3.6 Developing the SEO DNA
31.4 The Results
31.4.1 The First 3 Months
31.4.2 Six Months After the Launch
31.4.3 Nine Months Until the Birth of ``ROMI´´
31.5 Summary
References
32: 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide
32.1 Introduction
32.2 IHMB Engineering a Division of the IHMB Group
32.2.1 The Company
32.2.2 The Overall Market of IHMB Engineering
32.2.3 The Competition
32.2.4 The Marketing Organization of IHMB Engineering
32.3 The Marketing Turnaround Process at IHMB Engineering
32.3.1 Meet Rick: The New Global Marketing Director
32.3.2 The Journey Begins
32.3.2.1 Step 1: Implementing a New Marketing Structure
32.3.2.2 Step 2: Clear Roles and Responsibilities
32.3.2.3 Step 3: Process Library
Who Will Actually Use This Library?
The Process Mapping Workshop
Some Feedback from the Team
32.3.2.4 Step 4: Unleashing Innovations
The Way to Predictive Intelligence
The Quest for New Tools
32.3.2.5 Step 5: KPIs and Monitoring
Key Performance Indicators
Data Tracking and Integration
Some Feedback from the Organization
32.3.2.6 Increasing the Reputation of Marketing
32.4 More for Less: The Results as the Bullets for the Proof
References
Online Sources
Part IV: Closing
33: What Did This Guidebook Present, and Where Does It Go from Here?
33.1 The Work
33.2 Part I: Applied Basics and Theories
33.3 Part II: Best Practice Concepts and Models
33.3.1 Template-Based Marketing: From ABM to UX
33.4 Part III: Success Stories and Showcases
33.5 The Outlook
Index