Table of Contents

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