This book guides B2B leaders along a step by step path to uncommon growth through three transformative shifts: The Digital Selling Shift to digital demand generation, The Digital Customer Experience Makeover to digital customer engagement, The Digital Proposition Pivot to data-powered, digital solutions. The Definitive Guide is informed by the work of Fred Geyer at Prophet, a leading digital transformation consultancy, and Joerg Niessing at INSEAD, a global standard-bearer for business education. Rich case studies from Maersk, Michelin, Adobe, and Air Liquide with best practices from IBM, Salesforce.com, Thyssenkrupp, and scores of leading B2B companies illustrate how putting customers at the heart of digital transformation drives uncommon growth. Fred and Joerg map the route from customer insight to in-market implementation for each transformational shift in four steps: Where to Play - Identify top customer growth opportunities, How to Win - Build the strategy to win customer preference, What to Do - Effectively deliver the strategy, Who is Needed - Assemble the team to make it happen. The two biggest barriers to successful digital transformation, effectively using customer data and enabling employees, are addressed by outlining a clear path to navigate forward based on best practices from other leading companies. The guide has won rave reviews from B2B leaders: "This book illuminates the secret sauce of digital transformation in the B2B space" – David Aaker, renowned brand strategist and bestselling author. "A thought-provoking exploration of three crucial transformational shifts for B2B companies" – Vincent Clerc, CEO, Maersk Ocean & Logistics "This is a great guide to applying best practices to the formidable challenge of digital transformation in complex markets and supply chains." – Dr. Lars Brzoska, Chairman of the Board of Management, Jungheinrich AG. "By providing case examples and step by step assistance in determining where to play, how to win, what to do and who to win, this book fulfilled my need for inspiring and pragmatic transformation guidance" – Lindy Hood, Chief Customer Experience Officer, Zurich Financial North America

To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real. In The Complete Guide to B2B Marketing , King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to: Systematically assess your context and customer, via personas, profiles, and other powerful techniques Choose among today's panoply of marketing options, tools, and techniques Build a more agile B2B marketing organization, and link its goals more tightly to strategy More accurately estimate marketing spend and ROI Systematically optimize demand generation and many other key functions Leverage higher-value approaches to web/mobile, SEO, and customer community-building Gain more value from corporate standards and your creative services vendors Discover what worked and what didn't, and use this knowledge to improve more quickly You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable - whatever your company's size, product, service, or industry.

To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real. In The Complete Guide to B2B Marketing, King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to: Systematically assess your context and customer, via personas, profiles, and other powerful techniques Choose among today's panoply of marketing options, tools, and techniques Build a more agile B2B marketing organization, and link its goals more tightly to strategy More accurately estimate marketing spend and ROI Systematically optimize demand generation and many other key functions Leverage higher-value approaches to web/mobile, SEO, and customer community-building Gain more value from corporate standards and your creative services vendors Discover what worked and what didn't, and use this knowledge to improve more quickly You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable – whatever your company's size, product, service, or industry.

In today's competitive global markets, simply making a great product is not enough. To achieve profitable growth and stand out among competitors, you must start to strategically compete through service and innovative solutions for business customers. Professors Christian Kowalkowski and Wolfgang Ulaga guide you how to shift your business from a goods-centric to a service-savvy model. The authors' proprietary twelve-step roadmap to profitable service growth will help you break out of a narrow product-centric logic and discover how to � determine if your company is "fit-for-service," � make the most of your existing services, � innovate and create value-added services and customer solutions beyond your products, � embed a true service-centric culture in your organization, � drive change and align your service strategy with corporate goals, � transform your product-centric sales force into a service-savvy sales organization, � design an organizational structure that promotes service growth, and � align your interests with distributors and partners. Kowalkowski and Ulaga's twelve-step roadmap is based on rigorous research and long-standing experience working with businesses. They have worked with hundreds of managers in industrial and professional services companies, conducted research projects, led executive workshops, and published numerous articles in scientific and managerial journals, including Harvard Business Review, among others. Here, they share not only their own insights but the lessons learned from successful case studies and years of extensive research.

This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.

Heavily dominated by the sector of information and communication technologies, economic organizations pursue digital transformation as a differentiating factor and source of competitive advantage. Understanding the challenges of digital transformation is critical to managers to ensure business sustainability. However, there are some problems, such as architecture, security, and reliability, among others, that bring with them the need for studies and investments in this area to avoid significant financial losses. Digital transformation encompasses and challenges many areas, such as business models, organizational structures, human privacy, management, and more, creating a need to investigate the challenges associated with it to create a roadmap for this new digital transformation era. The Handbook of Research on Digital Transformation and Challenges to Data Security and Privacy presents the main challenges of digital transformation and the threats it poses to information security and privacy, as well as models that can contribute to solving these challenges in economic organizations. While highlighting topics such as information systems, digital trends, and information governance, this book is ideally intended for managers, data analysts, cybersecurity professionals, IT specialists, practitioners, researchers, academicians, and students working in fields that include digital transformation, information management, information security, information system reliability, business continuity, and data protection.