This practical guide is the ultimate marketing fundamentals book for B2B marketers. Taking
well-proven marketing theories and frameworks and applying them to the very specific B2B
marketplace this book delivers a one-stop guide for early to mid-career marketers looking to
develop their understanding of how B2B marketing works. There has never been a better time to
be a B2B marketer but navigating its complexities can pose challenges. This guide helps break
down the complex world of B2B marketing for the next generation to develop the knowledge and
skills they need to deliver strong B2B marketing strategies. Including content on how the use
of AI and connected data can drive actional insight this book gives you a thorough
understanding of everything you need to know in B2B. With real-world examples from companies
such as Barclays Mishcon de Raya and The Marketing Society this guide explores not only of
how to deliver results across brand reputation relationships and revenue but also how you
can communicate your plans initiatives results and ultimately revenue impact in a way that
can be understood across the business.
