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Complete B2B online marketing [[electronic resource] /] / Maura Ginty, Lauren Vaccarello, William Leake
| Complete B2B online marketing [[electronic resource] /] / Maura Ginty, Lauren Vaccarello, William Leake |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, 2012 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.872 |
| Altri autori (Persone) |
GintyMaura
VaccarelloLauren LeakeWilliam |
| Collana | Sybex serious skills |
| Soggetto topico |
Industrial marketing
Internet marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-87981-5
9786613721129 1-118-22587-2 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Complete 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
Squeezing 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 Key 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? Using 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 |
| Record Nr. | UNINA-9910461822603321 |
| Hoboken, N.J., : John Wiley & Sons, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Complete B2B online marketing [[electronic resource] /] / Maura Ginty, Lauren Vaccarello, William Leake
| Complete B2B online marketing [[electronic resource] /] / Maura Ginty, Lauren Vaccarello, William Leake |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : John Wiley & Sons, 2012 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.872 |
| Altri autori (Persone) |
GintyMaura
VaccarelloLauren LeakeWilliam |
| Collana | Sybex serious skills |
| Soggetto topico |
Industrial marketing
Internet marketing |
| ISBN |
1-280-87981-5
9786613721129 1-118-22587-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Complete 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
Squeezing 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 Key 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? Using 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 |
| Record Nr. | UNINA-9910790339603321 |
| Hoboken, N.J., : John Wiley & Sons, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||