Business-to-Business Marketing 2020-2021
This report provides comparisons of the effectiveness of marketing tactics, surveys of marketers and end users, and analyses of trends in the B2B marketplace. Topics include analytics, B2B media advertising, B2B e-commerce, behavioral marketing, business directories and databases, content marketing, creating customer awareness, customer relationship management, direct marketing, distribution channels, email marketing, engagement, event marketing, integrated marketing communications, lead generation, lead management, lead nurturing, marketing automation, mobile marketing, networking, online video, organic and paid search, sales staff, social media marketing, sponsorships, sports marketing, software tools, trade show marketing, website traffic, and more. Over 1,200 website links - directly embedded into the electronic edition – will direct you to additional market research and other resources.
B2B marketers will gain insight from the broad scope of information in Business-to-Business Marketing 2020-2021. For academic libraries, Business-to-Business Marketing 2020-2021 is an essential reference that supports business management and marketing curricula
- PART I: MARKET OVERVIEW
- 1 BUSINESS-TO-BUSINESS MARKETING
- 1.1 B2B Marketing
- 1.2 Comparison Of B2B and B2C Marketing
- 2 B2B SPENDING
- 2.1 B2B External Spending
- 2.2 B2B Marketing Budgets
- 2.3 Digital Advertising Spending
- 2.4 B2B Marketing Budgets 2019
- 2.5 B2B Sales Collateral
- 2.6 Market Resources
- 3 B2B MEDIA
- 3.1 Business News Magazines
- 3.2 Business Technology Magazines
- 3.3 Newspapers
- PART II: STATE OF B2B MARKETING
- 4 B2B MARKETING BENCHMARKS
- 4.1 Overview
- 4.2 B2B CMO Survey
- 4.3 Market Resources
- 5 B2B MARKETING OUTLOOK
- 5.1 Overview
- 5.2 Survey Results
- 5.3 Market Resources
- 6 B2B MARKETING TACTICS
- 6.1 Overview
- 6.2 Objectives
- 6.3 Marketing Tactics
- 6.4 Market Resources
- 7 CMO MARKETING STRATEGY
- 7.1 Overview
- 7.2 Survey Results
- 7.3 Market Resources
- 8 DATA MANAGEMENT
- 8.1 Overview
- 8.2 Survey Results
- 8.3 Market Resources
- 9 DIGITAL MARKETING STRATEGY
- 9.1 Overview
- 9.2 Marketing Data & Technology Strategy
- 9.3 Marketing Technology Trends And Utilization
- 9.4 Marketing Technology ROI
- 9.5 Market Resources
- 10 TRENDS IN B2B MARKETING
- 10.1 Overview
- 10.2 Top Trends
- 10.3 Market Resources
- PART III: MARKET LEADERS
- 11 TOP ADVERTISERS
- 11.1 Top 100 B2B Advertisers
- 11.2 Market Resources
- 12 TOP B2B AGENCIES
- 12.1 B2B Agency Ranking
- 12.2 Market Resources
- 13 TOP B2B BRANDS
- 13.1 Overview
- 13.2 Ranking 2019
- 13.3 Market Resources
- PART IV MARKET SEGMENTATION
- 14 BUSINESS & WORKFORCE COUNTS
- 14.1 Number of Businesses
- 14.2 Small Businesses
- 14.3 Workforce
- 14.4 State Assessment
- 14.5 Market Resources
- 15 NAICS
- 15.1 Overview
- 15.2 NAICS Segments and Business Counts
- 15.3 Market Resources
- 16 DISTRIBUTION CHANNELS
- 16.1 Overview
- 16.2 Distributors
- 16.3 Purchasing Consortiums
- 16.4 Retailers
- 16.5 Wholesalers
- 16.6 Market Resources
- 17 BUSINESS DIRECTORIES & DATABASES
- 17.1 Overview
- 17.2 Business Directory/Database Publishers
- 18 DIRECT MARKETING LISTS
- 18.1 Overview
- 18.2 List Brokers, Compilers and Managers
- PART V: MARKETING & SALES
- 19 ACCOUNT-BASED MARKETING
- 19.1 Overview
- 19.2 Implementation
- 19.3 Effectiveness
- 19.4 Account-Based Marketing Survey
- 19.5 Market Resources
- 20 ANALYTICS
- 20.1 Overview
- 20.2 Predictive Analytics
- 20.3 Metrics Measured
- 20.4 Marketing Analytics Survey
- 20.5 Analytics Technology Products
- 21 ATTRIBUTION
- 21.1 Overview
- 21.2 Attribution Models
- 21.3 Measuring Marketing Attribution
- 22 CONTENT MARKETING
- 22.1 Overview
- 22.2 Content Spending
- 22.3 State Of B2B Content Marketing
- 22.4 Content Marketing Trends
- 22.5 Content Marketing Engagement
- 22.6 Buyer Perspective
- 22.7 Market Resources
- 23 CUSTOMER DATA PLATFORMS
- 23.1 Overview
- 23.2 Data Sources In The CDP
- 23.3 Market Resources
- 24 CUSTOMER EXPERIENCE
- 24.1 Overview
- 24.2 State Of The B2B Buyer Experience
- 24.3 Customer Experience Survey
- 24.4 Vendor Relationships
- 24.5 Market Resources
- 25 CUSTOMER RELATIONSHIP MANAGEMENT
- 25.1 Overview
- 25.2 CRM Use
- 25.3 CRM Spending
- 25.4 CRM Technology Products
- 25.5 Market Resources
- 26 DATA-DRIVEN MARKETING
- 26.1 Overview
- 26.2 Data Use
- 26.3 Data-Driven Marketing Tactics
- 26.4 Data-Driven Marketing Strategy
- 26.5 Data Performance
- 27 DIRECT MARKETING
- 27.1 Market Assessment
- 27.2 Direct Mail
- 27.3 Effectiveness
- 27.4 Direct Marketing Agencies
- 27.5 Direct Marketing List Providers
- 27.6 Market Resources
- 28 EVENT MARKETING
- 28.1 Overview
- 28.2 Event Spending
- 28.3 Major Sports Events
- 28.4 Hospitality Tents
- 28.5 Market Resources
- 29 INBOUND MARKETING
- 29.1 Overview
- 29.2 Objectives
- 29.3 Effectiveness
- 29.4 Program Execution
- 29.5 Challenges
- 29.6 Market Resources
- 30 LEAD GENERATION & MANAGEMENT
- 30.1 Qualified Leads
- 30.2 Most Effective Lead Generation Tactics
- 30.3 Cost Per Lead And ROI
- 30.4 Conversion Rate
- 30.5 Lead Management
- 30.6 Lead Management Implementation
- 30.7 Lead Management Survey
- 31 MARKET RESEARCH
- 31.1 Market Research Companies
- 31.2 Market Research Reports
- 31.3 Competitor Intelligence
- 31.4 Forecasting
- 31.5 Market Resources
- 32 MARKETING AUTOMATION
- 32.1 Overview
- 32.2 Marketing Automation Integration
- 32.3 Marketing Automation for SMBs
- 32.4 Marketing Automation Technology Products
- 33 NETWORKING
- 33.1 Overview
- 33.2 Local Networking Alliances
- 33.3 Networking Online
- 34 PERSONALIZATION
- 34.1 Overview
- 34.2 Data-Driven Personalization
- 34.3 Hyper-Personalization Strategies
- 34.4 Market Resources
- 35 PRODUCT MARKETING
- 35.1 Overview
- 35.2 Product Marketing Activities
- 35.3 Digital Channels For Product Marketing
- 35.4 Offline Channels For Product Marketing
- 35.5 Distribution Strategies
- 35.6 Metrics For Assessment
- 35.7 Product Launch Strategies
- 35.8 Product Launch Assessment
- 35.9 Challenges in Product Marketing
- 35.10 Market Resources
- 36 PROMOTIONAL EVENTS
- 36.1 Overview
- 36.2 Objectives
- 36.3 Key Benefits
- 36.4 Type Of Promotional Events
- 36.5 Event Components
- 36.6 Event Promotion Online Channels
- 36.7 Content To Support Event Promotion
- 36.8 Pre-Event Tactics
- 36.9 Tactics For Attendee Engagement
- 36.10 Post-Event Tactics
- 36.11 Assessing ROI
- 36.12 Primary Challenges
- 36.13 Market Resources
- 37 SALES
- 37.1 State Of Sales
- 37.2 Sales Performance
- 37.3 Prospecting
- 37.4 Sales Cycle
- 37.5 Sales Enablement
- 37.6 Market Resources
- 38 SPONSORSHIPS
- 38.1 Overview
- 38.2 Market Assessment
- 38.3 Spending By Sector
- 38.4 Market Resources
- PART VI: TRADE SHOWS
- 39 TRADE SHOW MARKETING
- 39.1 Trade Show Marketing
- 39.2 Exhibition Industry Research
- 39.3 Associations
- 39.4 Periodicals
- 39.5 Online Resources
- 40 LARGEST TRADE SHOWS
- 40.1 Overview
- 40.2 Largest Trade Shows
- 41 CONVENTION CENTERS
- 41.1 Largest Convention Centers
- 41.2 List of Convention Centers
- PART VII: DIGITAL MARKETING
- 42 DIGITAL MARKETING STRATEGY
- 42.1 Overview
- 42.2 Objectives
- 42.3 Online Tactics
- 42.4 Resources Used
- 42.5 Market Resources
- 43 B2B E-COMMERCE
- 43.1 Market Assessment
- 43.2 Online and Mobile B2B Commerce
- 43.3 B2B E-Commerce Promotions
- 43.4 Customer Expectations
- 43.5 B2B Online Marketplaces
- 43.6 Market Resources
- 44 EMAIL
- 44.1 Overview
- 44.2 B2B Use Of Email
- 44.3 Effectiveness
- 44.4 State Of B2B Email Marketing
- 44.5 Strategies, Tactics, And Engagement
- 44.6 Email Marketing Services
- 45 SEARCH
- 45.1 Overview
- 45.2 Organic Search
- 45.3 Search Engine Optimization
- 45.4 Market Resources
- 46 SOCIAL MEDIA MARKETING
- 46.1 Overview
- 46.2 Use And Effectiveness
- 46.3 State Of B2B Social Media Marketing
- 46.4 Social Media Marketing Strategy
- 47 VIDEO MARKETING
- 47.1 Overview
- 47.2 Reasons To Use Marketing Videos
- 47.3 Digital Video Benchmarks
- 47.4 Video Marketing Survey
- 47.5 Market Resources
- 48 WEBSITE TRAFFIC
- 48.1 B2B Website Features
- 48.2 Online Research
- 48.3 Website Marketing Optimization
- 48.4 Landing Page Optimization
- 48.5 Website Usability
- APPENDIX A - ACADEMIC CENTERS
- APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS
- APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS
- APPENDIX D - ADVERTISING AGENCIES
- APPENDIX E - ANALYSTS
- APPENDIX F - ASSOCIATIONS
- APPENDIX G - B2B MARKETING BLOGS
- APPENDIX H - MARKETING TECHNOLOGY VENDORS
- APPENDIX I - ONLINE RESOURCES
- APPENDIX J - PERIODICALS
- APPENDIX K - SERVICES FOR RESEARCH & STRATEGY
- APPENDIX L - SMALL BUSINESS DEVELOPMENT CENTERS
- REFERENCES
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