Part I: Basics and Theories: A Good Base Is Half the Rent
1. The Big Picture: Why the Going Gets Tougher!
2. The B2B Marketing Ecosystem: Finding Your Way Through the World of Colorful B2B Terms!
3. The B2B Marketing Maturity Model: What the Route to the Goal Looks Like!
4. MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions
Part II: Practical Concepts and Models: Applied Science from the Experts
5. B2B Marketing Strategy: Finding the Needle in the Haystack
6. The Marketing Canvas: A Template for Powerful Go to Market Strategies
7. To Brand or Not to Brand: An Introduction to B2B Branding
8. Marketing Automation: Defining the Organizational Framework
9. Marketing Automation: Exploring the Process Model for Implementation
10. Successful Lead Management: Nothing's Gonna Stop Us Now
11. Digital Lead Capturing at Trade Fairs: Understanding the Low-Cost Quick Win Generator
12. User Experience and Touchpoint Management: A Touchpoint Performance Management Toolkit for the Buyer Journey
13. Content Marketing Process: Embrace Art and Science
14. Contingency-Centric Content Management: Mastering Content Overload with Smart Content Marketing
15. Buyer-Centric Content Approach: Design Thinking to Market to Humans in the B2B World
16. From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content
17. Strategic Account-Based Marketing: How to Tame This Beast
18. Social Media in B2B: The New Kids on the Block
19. Social Selling in B2B: How to Get Jump Started
20. Corporate Influencing in B2B: Employees as Brand Ambassadors in Social Media
21. Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market
Part III: Case Studies and Showcases: Applied Success Featuring the Ambitious
22. Finding the Right Path: A B2B Marketing Journey SME Showcase
23. Digital Transformation in Shipping: The Hapag-Lloyd Story
24. Choosing the Right Marketing Automation Platform: A SME Success Story
25. How to Improve with a Strategic Lead Management: The Go-to-Market of Innovative Energy Solutions-Case Energy Industry
26. Marketing and Sales Excellence: A Practical Showcase for Organisations
27. Marketing and Sales Excellence: A Practical Showcase for Organisations
28. User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry
29. Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence
30. Central Business Intelligence: A Lean Development Process for SMEs
31. From Zero to Hero: B2C Practice as Revenue Generator in B2B
32. 365 Days B2B Marketing Turnaround: A Fact-Driven, Bullet-Proof Showcase Guide
Part IV: Closing
33. What Did This Guidebook Present, and Where Does It Go from Here?.