B2B Marketing Guidebook

The standard textbook in industrial marketing

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book.

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book.

Why the book is unique

The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

What clients say about the book

🌟🌟🌟🌟🌟 Short verdict therefore: Worth reading.
Customer review from Germany 🇩🇪 on November 2, 2021

It is not often that one gets a nearly 900-page technical book rammed onto the table. The brand new book now available can be used as a compendium around the state of the discussion on the practice of B2B marketing. An extensive introductory section prepares the field for the chapters that follow: Chapter titles such as "Next Gen B2B Marketing," "The B2B Martech 8000," etc. prepare readers:in already: We are in a paradigm shift in B2B marketing. Personal contacts of sales, trade fairs and co. still play a certain role, but data & "marketing tech" & new channels lead to a change of the complete field, towards more complexity, as the arenas and playing fields expand and differentiate significantly. These "playing fields" are covered in the following section. Topics here are "account based marketing", "marketing automation", "content marketing", "user experience", "social media" or "corporate influencers" and "social selling". The book is concluded by a 300-page section with eleven case studies.

Not everything is new, but given the breadth of topics, the book is a good reference book to get to grips with the individual topics or to get an overall view. As in any compendium with many authors, there are weaker chapters or chapters that seem rather superficial to those who have been studying a topic for a long time. The bottom line, however, is that readers get a good overview of B2B marketing and a good introduction to new topics. Again and again, there was something to take away or to look at.