Future of B2B Marketing

Harnessing AI to unlock smarter decisions

Inbunden, Engelska, 2026

356 kr

Kommande

Beskrivning

B2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity.Written by a seasoned industry practitioner, The Future of B2B Marketing offers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey – from capturing awareness from the right audience and generating quality engagement through to optimizing measurement and performance.It serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing.Combining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively – and ultimately make smarter decisions.

Produktinformation

Utgivningsdatum:2026-11-12
Mått:156 x 234 x undefined mm
Format:Inbunden
Språk:Engelska
Antal sidor:288
Förlag:Bloomsbury Publishing PLC
ISBN:9781399429948

Utforska kategorier

Mer om författaren

Luan Wise has over 25 years of agency, client-side, and consultancy experience. She is a chartered marketer, fellow of the Chartered Institute of Marketing (FCIM), and is currently pursuing a PhD by Portfolio at the University of Lancashire. Alongside consultancy projects, Luan delivers industry talks and training workshops for professional bodies, university business schools, and organizations across the world.

Innehållsförteckning

Part One: The Changing Landscape of B2B MarketingChapter 1: The evolution of B2B marketingChapter 2: Inside the B2B buying processChapter 3: Why marketing and sales alignment mattersChapter 4: Frameworks for navigating complexity in B2B marketing practicePart Two: AI in Action for B2B MarketingChapter 5: AI as a catalyst for change in B2B marketing Chapter 6: Advancing customer insights with AIChapter 7: Driving engagement and trust with AI-powered contentChapter 8: Optimizing performance: AI in measurement and analyticsPart Three: Preparing for the Future of B2B MarketingChapter 9: The evolving skillset of the B2B marketerChapter 10: AI adoption in B2B marketing practice - culture, mindset, and change managementChapter 11: Leading the future of B2B marketing