The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy

Part III: Tactics and Techniques

You now have a solid idea of the environment in which you are marketing and some of the tools available to help. The chapters that follow will give you a soup-to-nuts account of everything else that contributes to a world-class marketing program. These chapters cover the following activities:

Planning—Assessing the situation and creating appropriate goals and strategies.

Programming—Creating initiatives for each stage of the conversion funnel in order to support the goals and strategies of the marketing plan. These ...