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B2B Digital Marketing

Attract Ideal Customers and Generate Profitable Business

Lynsey Sweales
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páginaprincipal.livro.idioma:  English
This book equips senior leaders with B2B specific digital marketing skills, and provides a programme for defining an organisation’s digital marketing strategy and putting it into practice.
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When organisations reach a certain size, many fall into the trap of trading exclusively on their name or brand, and fail to focus on attracting, engaging and converting prospects - instead focusing all their effort on just the conversion. It's all about what they want to sell, rather than about what the customer needs or wants.
This book equips senior leaders with B2B specific digital marketing skills, guides them on understanding the customer journey and provides a programme for defining an organisation’s digital marketing strategy and putting it into practice.

About the Author

Lynsey Sweales is an international digital marketing & ecommerce strategist and trainer at SocialB. She is skilled in engaging with clients, training and inspiring B2B and B2C clients to achieve best in class results on an international level. With 20 years’ experience, Lynsey specialises in providing digital training and services to organisations worldwide. Clients she’s worked with include: PwC, WeTransfer, Telefonica, Armani,Orange Business, ING Bank and Aston Martin. As part of Google’s Digital Transformation Programme, she also delivers training on behalf of Google to its major clients.


  • About The Author
  • Preface
  1. Where to start – Your strategy
    1. Alignment With Business Objectives
    2. The Problem with Silos
  2. The Customer Journey
    1. Attract
    2. Engage
    3. Convert
    4. Care
  3. Customer Centricity
    1. Proactive Audience
    2. Reactive Audience
  4. Your Website
  5. The Digital Channels
    1. Social Media
  6. Metrics and Measurement
    1. What To Measure
  7. Your Next Steps
    1. Defining Your Digital Marketing Strategy
    2. Collaboration And Buy In
  • Web References