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Book Reviews
Integrated Business To Business Marketing
By: Philip Allott - JHP Business, $20.95

Description: In an advanced digital era, with data available on almost everyone and everything, knowing how to bring these different technologies together into a cost-effective integrated marketing strategy that works to create new business sales is paramount to the success of any firm.

Understanding what needs to be done to get good results, without spending a king’s ransom or burning the midnight oil to generate those sales, is at the very heart of what Integrated Business to Business Marketing is about.

Whether you run an established enterprise or business start-up, Philip Allott will provide you with a blueprint for success.

Verdict: For those that might come to this review, curious, but not wholly understanding, as the name suggests, business-to-business (B2B) marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers.

In a broad sense, B2B marketing content tends to be more informational and straightforward than B2C. This is because business purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact.

Return on investment (ROI) is rarely a consideration for the everyday person—at least in a monetary sense—but it’s a primary focus for corporate decision makers.

In the modern environment, B2B marketers often sell to buying committees with various key stakeholders. This makes for a complex and sometimes challenging landscape, but as data sources become more robust and accurate, B2B marketers’ ability to map out committees and reach buyers with relevant, personalized information has greatly improved.

So, I hear you ask, just who is B2B marketing for? Well, as we learn, basically any company that sells to other companies. B2B can take many forms: software-as-a-service (SaaS) subscriptions, security solutions, tools, accessories, office supplies, you name it. Many organizations fall under both the B2B and B2C umbrellas.

Indeed, B2B marketing campaigns are aimed at any individual(s) with control or influence on purchasing decisions. This can encompass a wide variety of titles and functions, from entry-level end-users all the way up to the C-suite.

So here in Philip Allott’s Integrated Business To Business Marketing: The Complete Blueprint, and with competition for customers, and their attention, rising higher and higher each day, the book helps build out a B2B strategy that delivers results.

Never wholly laying out such a thing at your feet though, of course, as that would just be a very simple copy-and-paste book, this well-crafted, and highly knowledgeable book walks you through the process from start to finish, showing you the potential pot holes and worldly curve balls to circumvent.

Simply put, come the end, you will have better understood the relationship between integrated marketing and business growth, and should then be able to formulate a solid, thoughtful plan that once you yourself execute should then itself admirably steer you on the road to a quite wondrous management marketing career.

About the Author - A former regional chairman of the Federation of Small Businesses and fellow of the Chartered Institute of Management, Philip Allott is the author of numerous business marketing reports, papers, media material and the published author of The Donkeyman. He lives in Knaresborough, UK.

Official Book Purchase Link