The future of B2B marketing isn't coming it's already here. The second volume of the significantly updated edition of "B2B Marketing" dives deep into the execution layer of modern marketing. This edition is packed with AI/PI-driven methods, advanced digital tactics, and best-in-class case studies from global leading companies such as Daikin, Mayr, Predictores, SK Laser, Thyssenkrupp and Würth to help B2B professionals scale growth, deepen relevance, and lead in a data-first world. Whether building a smarter lead generation engine, optimizing touchpoints, embracing account-based strategies, or navigating social selling and influencer marketing, this book provides the frameworks, tools, and insights to turn vision into reality. Readers will learn how to ignite digital growth, master touchpoint performance management, and align content strategy with AI. Essential for CMOs, marketing professionals, strategists, and consultants, this volume is a must-have for moving from theory to results. Volume 1 gave you the roadmap. Volume 2 gives you the tools to drive it.
Part I: Practical Concepts and Methods (Digital & AI Driven Execution).-
Digital Lead Capturing How to Ignite the Turbo for Automated Marketing.-
User Experience and Touchpoint Management A Touchpoint Performance
Management Toolkit.- Content Marketing Process Mastering the Symbiosis of
Art and Science.- Situational Content Marketing (SCM) Reaching Customers
with Smart Content Despite Information Overload.- Buyer-Centric Content
Approach Design Thinking for More Empathetic Marketing in the B2B World.-
Strategic Customer-Oriented Marketing The ABM Model for the Perfect Start
into Account-Based Marketing.- Account-Based B2B Marketing Integrating
Advanced Technology to Optimize Processes and Performance.- Social Media in
B2B Recognizing and Properly Utilizing the New Channels.- Social Selling in
B2B How Sales Benefit and the Sales Process Flourishes.- Community
Management: How Customers Become Fans.- Corporate Influencer or Corporate
Ambassador What's the Deal with Employees as Brand Ambassadors?.- Digital
Marketing in China How B2B Companies Successfully Enter the Chinese
Market.- Product Management as an Enabler of a Market- and Customer-Oriented
Mindset in B2B Companies.- Harmonizing Content Strategy and Activation in the
Age of AI.- Tradition Reinvented: How Smart Data is Revolutionizing B2B Cold
Calling.- AI in International B2B Content Marketing.- A Framework for
Integrated B2B Marketing Campaigns - for Greater Efficiency and
Effectiveness.- Part V: Case Studies (Digital Success, AI, and Sustainability
Focus).- Social Selling in Machinery and Plant Construction: A Case Study
from the Drive Technology Sector.- Social Selling as a Marketing Strategy for
SMEs Case Study Dina Reit and SKLaser GmbH.- Harnessing LinkedIn Ads for
Effective B2B Marketing.- Winning and Retaining Customers Successfully
Through Lead Management The Intralogistics Provider STILL Success Story.-
User Experience and Touchpoint Management A Case Study on In-House
Implementation for Small and Medium-Sized Enterprises.- Sales Channel
Excellence A SME Success Story from the Mechanical Engineering Industry.-
Central Business Intelligence A Procedure Model for SMEs.- Data-Driven
Management with Predictive Intelligence for Early Detection of Export
Opportunities.- 365 Days to B2B Marketing Success: A Data-Driven, Bulletproof
Playbook.- Visualization of Graph Networks in B2B Market Research.-
Conversion Rate Optimization What B2B Can Learn from the B2C Label Minimal
Fashion and Its 6-Week Success Story from 0 to 100,000 .- Cooling Down
Costs, Heating Up B2B Leads: Daikin's Digital Marketing Evolution.- B2B +
Influencer Marketing = An Impossibility? Würth Elektronik Disproves This!.-
How to Responsively Drive the Sustainability Train from a B2B Marketing and
Sales Perspective: A Case Study on Thyssenkrupp Materials Services'
Greenability Initiative.- Low Search Volume, High Impact: Driving B2B Inbound
Leads with Google Ads.
Uwe Seebacher is the Director of the Academic Institute for Qualified Methods and Professional Structures (AQPS). He holds a Ph.D. in Business Administration and is a globally recognized thought leader, bestselling author, and influential speaker in the fields of Predictive Intelligence, Strategic Management, Organizational Excellence, and Innovative Communication, Marketing, and Sales. With over 30 years of international experience, he has guided countless organizations from early-stage development to successful exits. He is a passionate faculty member and guest lecturer at leading business schools, as well as an active entrepreneur, investor, and advisor.
