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Business-to-business Marketing 2016-2017

Business-to-business Marketing 2016-2017

Business-to-Business Marketing 2016-2017 presents statistics on B2B spending, 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, lead, 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 2016-2017. For academic libraries, Business-to-Business Marketing 2016-2017 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
1.3 B2B Marketing Tactics
1.4 Shifting Emphasis In B2B Marketing
2 B2B SPENDING
2.1 B2B External Spending
2.2 Media Spending
2.3 Digital Advertising and Marketing Spending
2.4 Digital Content Publishing Spending
2.5 B2B Sales Collateral
2.6 Spending Outlook 2015
2.7 Market Resources
3 STATE OF B2B MARKETING
3.1 Overview
3.2 Objectives
3.3 Offline Channel Effectiveness
3.4 Online Channel Effectiveness
3.5 Content Effectiveness
3.6 Marketing Challenges
3.7 Outlook 2015
3.8 Market Resources
4 DIGITAL MARKETING STRATEGY
4.1 Overview
4.2 Objectives
4.3 Effectiveness
4.4 Program Execution
4.5 Challenges
4.6 Market Resources
5 DIGITAL MARKETING INSIGHTS
5.1 Overview
5.2 Use Of Technology
5.3 Effectiveness
5.4 Using Technology To Craft The Customer Experience
5.5 Mobile Campaign Use And Effectiveness
5.6 Mobile Integration
5.7 Budget Priorities
5.8 Market Resources
PART II: MARKET SEGMENTATION
6 BUSINESS & WORKFORCE COUNTS
6.1 Number of Businesses
6.2 Workforce
6.3 State Assessment
6.4 Market Resources
7 NAICS
7.1 Overview
7.2 NAICS Segments and Business Counts
7.3 Market Resources
8 DISTRIBUTION CHANNELS
8.1 Overview
8.2 Distributors
8.3 Purchasing Consortiums
8.4 Retailers
8.5 Wholesalers
8.6 Market Resources
9 BUSINESS DIRECTORIES & DATABASES
9.1 Overview
9.2 Business Directory/Database Publishers
10 DIRECT MARKETING LISTS
10.1 Overview
10.2 List Brokers, Compilers and Managers
PART III: MARKETING & SALES
11 CONTENT MARKETING
11.1 Overview
11.2 Content Spending
11.3 Objectives
11.4 State Of B2B Content Marketing
11.5 Content Marketing Survey
11.6 Buyer Perspective
11.7 Market Resources
12 CUSTOMER EXPERIENCE
12.1 Overview
12.2 Customer Experience Survey
12.3 Emotional Connections With Customers
12.4 Market Resources
13 CUSTOMER RELATIONSHIP MANAGEMENT
13.1 Overview
13.2 CRM Spending
13.3 CRM Software
13.4 Market Resources
14 DATA-DRIVEN MARKETING
14.1 Overview
14.2 Objectives
14.3 Sources Of Marketing Data
14.4 Digital Marketing Technology
14.5 Challenges
14.6 Market Resources
15 DIRECT MARKETING
15.1 Business Spending
15.2 Direct Marketing Agencies
15.3 Response Rate
15.4 Market Resources
16 EVENT MARKETING
16.1 Overview
16.2 Event Spending
16.3 Major Sports Events
16.4 Hospitality Tents
16.5 Market Resources
17 INBOUND MARKETING
17.1 Overview
17.2 Objectives
17.3 Effectiveness
17.4 Program Execution
17.5 Challenges
17.6 Market Resources
18 LEAD GENERATION
18.1 Most Effective Lead Generation Tactics
18.2 Conversion Rate
18.3 Qualified Leads
18.4 Cost Per Lead And ROI
18.5 Assessing Effectiveness
18.6 Lead Generation Survey
18.7 Lead Nurturing
18.8 Keeping Lead Databases Current
19 LEAD MANAGEMENT
19.1 Overview
19.2 Implementation
19.3 Time Spent In Lead Generation Activities
19.4 Lead Management Software
20 MARKET RESEARCH
20.1 Market Research Companies
20.2 Market Research Publishers
20.3 Competitor Intelligence
20.4 Forecasting
20.5 Market Resources
21 MARKETING ANALYTICS
21.1 Overview
21.2 Marketing Analytics Survey
21.3 Analytics Software
21.4 Web Analytics Software
21.5 Market Resources
22 MARKETING AUTOMATION
22.1 Overview
22.2 State Of B2B Marketing Automation
22.3 Marketing Automation Survey
22.4 Marketing Automation Software
22.5 Market Resources
23 NETWORKING
23.1 Overview
23.2 Local Networking Alliances
23.3 Networking Online
24 PRODUCT MARKETING
24.1 Overview
24.2 Product Marketing Activities
24.3 Digital Channels For Product Marketing
24.4 Offline Channels For Product Marketing
24.5 Distribution Strategies
24.6 Metrics For Assessment
24.7 Product Launch Strategies
24.8 Product Launch Assessment
24.9 Challenges in Product Marketing
24.10 Market Resources
25 PROMOTIONAL EVENTS
25.1 Overview
25.2 Objectives
25.3 Key Benefits
25.4 Type Of Promotional Events
25.5 Event Components
25.6 Event Promotion
25.7 Content To Support Event Promotion
25.8 Pre-Event Tactics
25.9 Tactics For Attendee Engagement
25.10 Post-Event Tactics
25.11 Assessing ROI
25.12 Primary Challenges
25.13 Market Resources
26 SALES STAFF
26.1 Sales Occupations
26.2 Outsourcing
26.3 Sales Quotas
26.4 Market Resources
PART IV: TRADE SHOWS
27 TRADE SHOW MARKETING
27.1 Trade Show Marketing
27.2 Exhibition Industry Research
27.3 Associations
27.4 Periodicals
27.5 Online Resources
28 LARGEST TRADE SHOWS
28.1 Overview
28.2 Largest Trade Shows
29 CONVENTION CENTERS
29.1 Largest Convention Centers
29.2 List of Convention Centers
PART V: ADVERTISING
30 ADVERTISING AGENCIES
30.1 B2B Agencies
30.2 Top B2B Agencies
30.3 Market Resources
31 B2B MEDIA
31.1 Business News Magazines
31.2 Business Technology Magazines
31.3 Newspapers
32 SPONSORSHIPS
32.1 Overview
32.2 Market Assessment
32.3 Spending By Sector
32.4 Market Resources
33 TOP ADVERTISERS
33.1 Market Assessment
33.2 Top 50 B2B Advertisers
33.3 Market Resources
PART VI: DIGITAL MARKETING
34 B2B E-COMMERCE
34.1 Market Assessment
34.2 State Of B2B Procurement
34.3 Online and Mobile B2B Commerce
34.4 Online Marketplaces
34.5 Market Resources
35 EMAIL
35.1 B2B Use Of Email
35.2 Effectiveness
35.3 Email Marketing Trends
35.4 Email List Growth
35.5 Email Marketing Services
35.6 Market Resources
36 MOBILE MARKETING
36.1 Scope Of Mobile Applications
36.2 Mobile Marketing Spending
36.3 State Of B2B Mobile Marketing
36.4 Mobile Marketing Survey
36.5 Tablet Use For B2B Sales
36.6 Market Resources
37 SEARCH
37.1 Overview
37.2 Organic vs. Paid Search Comparison
37.3 State Of Search Marketing
37.4 Search Engine Optimization
37.5 Market Resources
38 SOCIAL MEDIA MARKETING
38.1 Overview
38.2 Effectiveness
38.3 Social Media Marketing Strategy
38.4 Social Media Marketing Outlook
38.5 Market Resources
39 VIDEO MARKETING
39.1 Overview
39.2 Reasons To Use Marketing Videos
39.3 Effectiveness
39.4 Video Marketing Survey
39.5 Market Resources
40 WEBSITE TRAFFIC
40.1 Website Traffic Trends
40.2 Website Marketing Optimization
40.3 Landing Page Optimization
40.4 Website Usability
APPENDIX A - ACADEMIC CENTERS
APPENDIX B - ACADEMIC - MBA MARKETING PROGRAMS
APPENDIX C - ACADEMIC - PH.D./DBA MARKETING PROGRAMS
APPENDIX D - ANALYSTS
APPENDIX E - ASSOCIATIONS
APPENDIX F - B2B MARKETING BLOGS
APPENDIX G - ONLINE RESOURCES
APPENDIX H - PERIODICALS
APPENDIX I - SERVICES FOR RESEARCH & STRATEGY
APPENDIX J - SMALL BUSINESS DEVELOPMENT CENTERS
REFERENCES

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