LEADER 05012nam 2200781 a 450 001 9910961538303321 005 20200520144314.0 010 $a9786613721129 010 $a9781280879814 010 $a1280879815 010 $a9781118225875 010 $a1118225872 035 $a(CKB)2670000000209065 035 $a(EBL)818102 035 $a(OCoLC)798534384 035 $a(SSID)ssj0000688048 035 $a(PQKBManifestationID)12269366 035 $a(PQKBTitleCode)TC0000688048 035 $a(PQKBWorkID)10755300 035 $a(PQKB)10467592 035 $a(Au-PeEL)EBL818102 035 $a(CaPaEBR)ebr10579505 035 $a(CaONFJC)MIL372112 035 $a(OCoLC)824144561 035 $a(CaSebORM)9781118239186 035 $a(MiAaPQ)EBC818102 035 $a(PPN)177158123 035 $a(OCoLC)ocn824144561 035 $a(Perlego)1002414 035 $a(EXLCZ)992670000000209065 100 $a20120308d2012 uy 0 101 0 $aeng 135 $aurunu||||| 181 $ctxt 182 $cc 183 $acr 200 00$aComplete B2B online marketing /$fMaura Ginty, Lauren Vaccarello, William Leake 205 $a1st ed. 210 $aHoboken, N.J. $cJohn Wiley & Sons$d2012 215 $a1 online resource (290 p.) 225 1 $aSybex serious skills 300 $aIncludes index. 311 08$a9781118239186 311 08$a1118239180 311 08$a9781118147849 311 08$a1118147847 327 $aComplete B2B Online Marketing; Acknowledgments; About the Authors; Contents; Introduction; Chapter 1: Understanding B2B Online Marketing; Why Online?; B2B Is Different; Developing Your Strategy; How Online Reflects the Funnel: Objectives and Measurement; Chapter 2: Building a B2B Brand Online; Understanding Online and Using Digital Strategies to Build a Brand; Tactical Guide to B2B Branding Online; Go Identify Your Audience; Determining Your Content Strategy; Chapter 3: Search Engine Optimization: Outranking Your Competitors; What Is SEO?; The Wagging Tail of Keywords 327 $aSqueezing the Juice Out of Links Designing for Optimal Results; Chapter 4: Using Paid Online Media in the B2B Marketplace; Search Engine Marketing; B2B Strategies for Paid Search; Display Advertising for B2B; Social Media Advertising; Chapter 5: Search and Social Media for Online PR; Overview of Traditional B2B PR; How Online PR Is Different; Three B2B Online PR Case Studies; Chapter 6: Social Media; Social Media Listening; Exploiting Your Resources; Social Engagement; Chapter 7: Optimizing with Metrics; Aligning Analytics with the Goals of Your Site; The Basics of Analyzing Metrics 327 $aKey Performance Indicators and Other Meaningful Reports Wash, Rinse, and Repeat to Improve Your Site; Testing for Ongoing Optimization; Should It Stay or Should It Go?; Social Media Metrics; Chapter 8: Conversion Rate Optimization and Usability; Web Usability and CRO: Similarities and Differences; Where to Start: Stages for Usability and CRO; Key B2B Conversions; Getting Started with Usability Practices; Building Blocks for Usability; Chapter 9: Integrating Online with Offline Marketing; Can Events and Online Marketing Ever Join Forces? 327 $aUsing Online Marketing to Track, Measure, and Understand Traditional Marketing Chapter 10: Managing Your Leads: Automation and Nurturing; Basics of Marketing Automation; Lead Nurturing; Basics of B2B Email Marketing; Chapter 11: Integrating Marketing with CRM; Understanding Your CRM; Types of Data Integration; Marketing Automation and CRM; Must-Have CRM Metrics; Chapter 12: The Overall Marketing Mix; Marketing Mix Framework; Digital vs. Traditional Investments; What Mix Is Most Effective?; Sometimes You Can't Predict the Future; Integrating New Forms of Marketing into the Mix; Glossary; Index 330 $aLearn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitori 517 3 $aComplete business-to-business online marketing 606 $aIndustrial marketing 606 $aInternet marketing 615 0$aIndustrial marketing. 615 0$aInternet marketing. 676 $a658.872 700 $aGinty$b Maura$01808865 701 $aGinty$b Maura$01808865 701 $aVaccarello$b Lauren$01809031 701 $aLeake$b William$01809032 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910961538303321 996 $aComplete B2B online marketing$94359615 997 $aUNINA