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By: Simon Hall (Author)

Innovative B2B Marketing is presented as a clear and pragmatic guide for navigating modern business-to-business marketing. It focuses on helping marketers understand how new customer habits, the digital era, and a changing industry landscape are reshaping B2B marketing. The book positions this shift as a move away from outdated traditional practices, and it frames its purpose as helping readers cut through complexity and noise with practical guidance.

The book is described as an essential guide for marketers who want the latest approaches, models, and solutions for B2B marketing. It emphasizes coverage of recent developments, including social marketing, and it uses real-life examples drawn from a diverse range of sectors. The sectors explicitly named include marine, information technology, and pharmaceutical. The book also includes topical discussion points and challenges drawn from key B2B marketing forums and associations, connecting day-to-day practice with broader industry conversations.

This edition is identified as the second edition and is described as fully updated. The update includes new chapters on customer attrition, B2B partnership marketing, and lead nurturing. It also adds further content on influencer marketing and the behaviours of millennial customers. The book is accompanied by online resources consisting of case studies, web links to relevant videos and articles, and presentation slides featuring practical models and templates.

The structure shown in the table of contents indicates a broad, end-to-end view of B2B marketing. It begins with an introduction to business marketing and then moves into developing a marketing strategy, including coverage of a new marketing mix and B2B marketing strategy and planning. It then shifts into improving customer-centric marketing, with chapters on business customers and buying behaviours, acquisition marketing, retention and loyalty marketing, preventing customer attrition, C-suite marketing, and product and solutions marketing.

The content then focuses on transformation through content and digital marketing. The table of contents lists chapters on digital and content marketing, digital marketing strategy and planning, digital marketing channels, content marketing, social media marketing, and brand building in a B2B context. Beyond owned execution, the structure also includes collaboration with partners, with dedicated chapters on partnership marketing, influencer marketing, the modern channel landscape, and marketing to and through channel partners.

Finally, the book’s structure includes optimizing marketing execution across key commercial interfaces. The listed chapters cover sales and marketing alignment, account-based marketing, lead generation, lead nurturing, modern events marketing, and measuring and evaluating B2B marketing. The overall scope suggests a practical playbook that links strategy, customer understanding, content and digital execution, partner and channel collaboration, and performance measurement.

The author profile provided with the book describes Simon Hall as a marketing innovator based in Berkshire, UK, with 25 years’ experience in technology and services marketing. It states that he is the Managing Director and Founder of NextGen Marketing Solutions, a B2B marketing and business consultancy. It also states that he previously served as UK Chief Marketing Officer for Dell and held senior roles at Acer, Microsoft, and Toshiba. The profile adds that he is a Course Director with the Chartered Institute of Marketing and lectures at Pearson Business School at the University of Kent.

Overall, Innovative B2B Marketing is positioned as an updated, practice-focused resource designed to help B2B marketers understand modern buyer behaviour and apply current models and processes across strategy, execution, collaboration, and measurement.

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