From the Back Cover
Master Today's B2B Online Marketing
This practical guide is for B2B marketers who want to leverage today's search engine marketing and social media technologies to attract, nurture, convert, and generate leads. It's the perfect B2B online crash course--you'll quickly learn how to engage in social media and attract visitors to your site, apply social media listening and monitoring tools, and maximize the impact of banner ads and landing pages. By book's end, you'll better understand important strategic and branding issues, the best ways to track results, the secrets of sound SEO, and more. Packed with instructive case studies and hands-on tutorials, this is the ultimate how-to on successful B2B online marketing.
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Identify your product value and establish an online brand
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Drive quality leads to your site with paid search, display, and social ads
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Nurture those leads with good content--emails, webinars, and more
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Create websites and landing pages that make visitors want to stick around
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Apply the very latest search engine optimization techniques
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Chat up visitors and engage your customers with social media
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Allocate your resources for success outcomes
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Track and measure your efforts with top listening and monitoring tools
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Generate reports that are targeted--and actually helpful
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Integrate your marketing with CRM and complex sales cycles
If you were looking for yet another boring B2B marketing book, keep looking. If you were looking for an absorbing, practical guide to sexy B2B marketing, then you've found it! From targeting to relevant messaging to nurturing to acquisition, let the authors show you how to truly rock it."--Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0
Business-to-business online marketing is hard. Luckily, these experts are veteran B2B online marketers and excellent communicators--you want them on your side!"--Tim Ash, CEO of SiteTuners, author of Landing Page Optimization, Chair of Conversion Conference
If you run a B2B company or are involved in marketing, this book is a must-read. Those that learn these tactics and concepts have significant market share to gain, and those that do not will feel the consequences."--Aaron Kahlow, CEO of Online Marketing Institute
Maura Ginty is a digital-era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. Lauren Vaccarello is the Senior Director of Online Marketing at Salesforce.com, where she focuses on developing cross-channel strategies that bridge the gap between awareness and demand-generation. William Leake is CEO and founder of the Apogee-branded marketing companies Search, Results, and Campaigns. Bill has guided them all from inception to success, with Apogee Search becoming one of the 20 largest independent search engine marketing firms in North America. All three authors are frequent speakers at leading industry events such as Search Engine Strategies, SMX, eMetrics, and others.
