Your invite to an exclusive “7 steps to brilliant digital B2B marketing” webinar with Silverpop

The lovely people at Silverpop have asked me to be the second speaker in their Silverpop Book Club initiative. On Thursday 11th April (14:00 GMT), join me as I discuss some of the concepts and thinking contained in my book Brilliant B2B Digital Marketing – which is available for Kindle Readers and any device with the free Kindle app from the Amazon store.

The webinar on Thursday, hosted on the BrightTalk platform offers lots of tips and pointers – as well as an unusual array of B2B digital case studies – in areas including digital strategy, websites, search, inbound marketing, social media, CRM and analytics and evaluation.

Register for the webinar here. I understand Silverpop are planning to gift 20 attendees the book for free. At 330 pages and costing less than a large Domino’s Create Your Own pizza, it remains a snip even if you elect to buy a copy.

I do hope you can find the time to join us and learn more about the book…especially if you haven’t already ‘Looked Inside‘.

 

Brilliant B2B Digital Marketing – ebook B2B case studies

The interest in my new 440 page ebook Brilliant B2B Digital Marketing (co-authored with Dave Chaffey) and now available from Amazon for Kindle and Kindle apps, has been overwhelming and I’m thrilled to be able to answer questions.

One of the recurring questions is around the companies and case studies profiled in the book. As Amazon’s Look Inside feature doesn’t really help here (and because B2B covers a very broad spectrum of companies), I figured I’d pull together a quick list of the companies included so you can make your own decision to purchase.

(in rough chapter order – websites, search engine optimisation, content, social, CRM and email and integrated campaigns, evaluation)

The Engineer, Blackberry, BOC, UPS, Oliver Valves, Acer, Dell, Barclaycard, Skanska, Mint, Github, Ocean Spray ITG, RS Components, Salesforce, Atlas Copco, Mettler Toledo, BASF, Smart Insights, Nokia Siemens Networks, Espresso, BrightTalk, William Reed, Tata Steel, GE, Eloqua, HML, Packworld, Corning, Knauf, 3M, BDB, o2, PWC, Ingersoll Rand, Cisco, Saint Gobain, tna, The Construction Network, Gorvins Solicitors, Meltwater, Tyco, Claremont Interiors Group, Anglian, Google, Egan Reid, Hubspot, Experian, Active Profile, Perkin Elmer, Adobe, MarketBright, Marketo, Yahoo!, ThreeUK, Klout, Litmus.

I hope this convinces you this really is a true B2B digital marketing publication and not one looking at the B2B arm of predominantly consumer brands and businesses.

Get your copy of the book now by clicking here.

Why B2B digital marketing requires a new approach

There has been a very good reason why this blog has been left unloved for much of 2012. I started the year musing on the lack of credible B2B digital marketing texts available to modern marketers – so decided to write one.

In this blog post I lay out why it’s needed and what you can hope to get from it. Much more on B2B digital marketing to come over the weeks and months.

Marketing in complexity

Understanding, interpreting and delivering on customer needs has been the foundation of marketing for over one hundred years. Many business­-to-business (B2B) organisations are already successfully using digital marketing in specialist sectors like financial and professional services, IT and software, manufacturing, engineering or science.

Businesses have been buying and selling products to one another for hundreds of years. But, don’t let anyone tell you that B2B marketing isn’t different from marketing products to consumers. It is. B2B marketing often involves communicating challenging and niche product benefits to hard to reach and hard to engage B2B decision makers, through a complex purchase cycle taking them from unaware to purchase.

B2B requires a specialised skill-set and understanding of the psychology, the gestation period, differing information needs and complex operating environment in which specifers, influencers and decision makers work together to procure products and services on behalf of their companies.

Scarcity of advice

Yet, for business marketers, there is a limited amount of good quality, specific advice and best practice available to draw upon for the unique challenges and opportunities available from digital media.

Visibility in Internet search for B2B marketers is key. Companies that follow a stepped approach that creates touch-points, positive first impressions and a tangible interest to customers will see a return on digital marketing investment.

Up until now, there have been surprisingly few books or guides which address the unique challenges of promoting business products and services online, whether these are for companies which don’t sell online who are focused on lead generation and customer communications or online B2B retailers.

B2B marketers can still learn something from the many texts that focus on how global super brands like Apple, Starbucks, Coca Cola and Unilever build and promote their portfolios. Yet, it is often hard to relate what they do with their multi­million dollar budgets and unrivalled resource relevant to B2B campaigns.

Until now.

In my new (and first) full colour, 400+ page case-study and best practice packed Brilliant B2B Digital Marketing (published in association with Dr Dave Chaffey and Smart Insights), you’ll learn how to create a plan or simply work through all the issues you need to think about to make online B2B marketing more effective.

Available now from Amazon for Kindle and for all Kindle apps across a wide variety of PC, Mac and smartphone devices (check your app store, it will be free) it covers all the areas you need to review to take your online marketing to the next level if you market to other businesses.

These include:-

– creating a strategy and setting measurable goals

– building effective, high impact relevant websites

– optimising digital marketing for search

– using content and inbound marketing

– harnessing the most appropriate social media tools to engage target audiences

– developing deeper calls to action and eCRM

– using analytics to improve digital marketing

I hope it helps you to determine a clear pathway to improved digital marketing for your business and one that gives you the success you demand. Do please feedback, either here, on Twitter copying me @renepower using the hashtag #BrilliantB2B, via Linkedin.

And if you want to leave a review on Amazon, please feel free – nice ones may qualify for a kickback of some kind in 2013.