Table of Contents
Introduction 1
Chapter 1 Half of my marketing budget is wasted 7
Chapter 2 Initial campaign planning and why many campaigns fail 13
Chapter 3 Understanding B2B data, sloppy data kills sales 19
Chapter 4 Making B2B data generate new sales 26
Chapter 5 Digital Marketing: why, how and to who - why targeting your campaign to specific audiences is so important 36
Chapter 6 Producing digital marketing material that engages with the reader 44
Chapter 7 Websites, understanding different builders, using WordPress, communicating with your target audience and using plugins 49
Chapter 8 SEO: why it is better to optimise for nine keywords rather than 90 60
Chapter 9 Measuring and re-evaluating the performance of your website 69
Chapter 10 Understanding Google and how to keep on message with this dominant search engine 73
Chapter 11 Taking the biscuit: the use of cookies and how to turn website visitors and those who engage on other platforms into sales leads 77
Chapter 12 Mastering PR can generate rich dividends 82
Chapter 13 Writing for the media, how to make a great PR story 86
Chapter 14 How to manage a PR media database and editors to get good publicity 97
Chapter 15 Photographs: a good image is worth a thousand words 104
Chapter 16 Film it - the value of digital footage and how YouTube can add value 110
Chapter 17 Social media, the importance of using relevant B2B platforms and how to automate it 115
Chapter 18 Digital advertising, why it often fails and how it can work 125
Chapter 19 When and how to advertise, understanding traditional print and digital magazine campaigns 134
Chapter 20 Permission marketing: what it is and how it can work for your business 140
Chapter 21 Branding, why spending a lot on B2B won't give you a return on investment 143
Chapter 22 Telemarketing: doing it cost effectively even if you don't want to make the calls 148
Chapter 23 Trade Shows and how to avoid pouring money down the drain 156
Chapter 24 Research, doing your homework, where to find marketing information 163
Chapter 25 ROI: what is your return on investment? How to monitor the campaign 170
Chapter 26 Professional budgeting, keeping it simple and effective 178
Chapter 27 When things go wrong, how to get your marketing back on track 184
Chapter 28 Making a start: how to get the campaign off to a flying start 188
Chapter 29 Motivation is the key to successfully implementing integrated marketing 196
About this Book 202
About the Author 204
From the Author 205
Index 206
Supplier appendices 217
