{"product_id":"customer-centred-signalling-stop-selling-and-start-responsible-influencing-new-insights-into-online-and-social-b2b-marketing-strategies-hardcover","title":"Customer Centred Signalling: Stop selling and start responsible influencing New insights into online and social B2B marketing strategies - Hardcover","description":"\u003cp\u003eby \u003cb\u003eKlaas Fleischmann\u003c\/b\u003e (Author), \u003cb\u003eMichel Van Den Boogaard\u003c\/b\u003e (Designed by), \u003cb\u003eHilde Van Halm\u003c\/b\u003e (Editor)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eKlaas Fleischmann\u003cbr\u003e \u003cstrong\u003eCustomer Centred Signalling \u003c\/strong\u003e\u003cbr\u003e \u003cstrong\u003e\u003cem\u003eStop selling and start responsible influencing\u003c\/em\u003e\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eManagers, sales professionals and marketers need to adjust asap to the \u003cem\u003ecustomer revolution\u003c\/em\u003e that is taking place - as we speak- in the online B2B marketing arena. Never before have customers had such an information advantage. The power has shifted from seller to buyer.\u003c\/p\u003e\u003cp\u003eKlaas Fleischmann shows us\u003cem\u003e convincingly \u003c\/em\u003ethat traditional marketing strategies such as pipeline management and the good old sales funnel approach no longer work. Customer journeys have become too complex to control. Marketers must start to engage with potential buyers on all \u003cem\u003etouchpoints\u003c\/em\u003e and find out more about their individual customer journey. And - most importantly- start managing the \u003cem\u003edynamic customer experience\u003c\/em\u003e.\u003c\/p\u003e\u003cp\u003eB2B will need to use social media (Facebook, Linkedin, vlogs and blogs) but without thinking they can push sales through them. They must s\u003cem\u003etop selling and start responsible influencing\u003c\/em\u003e. Instead B2B management and marketers need to invest in establishing contacts on the basis of clear and reliable \u003cem\u003esignalling\u003c\/em\u003e. But that alone is not enough. They must invest in a new type of relationship - one that recognises the change in power from seller to buyer. This may be achieved through individuals who are embedded in the social networks of potential customers and are regarded by them as reliable sources of information. The end goal being: creating brand confidence, an excellent reputation and long lasting customer relationships.\u003c\/p\u003e\u003cp\u003eFleischmann recognises that for some B2B marketers it is still a lot to come to terms with. But the good news is that there is a need amongst buyers to \u003cem\u003ebe able to find and assess information quickly\u003c\/em\u003e. This means there are chances for companies to reach potential customers if they make use of responsible influencing. Using academic research and personal experience as well as tapping into his own extensive B2B network Fleischmann introduces a new \u003cem\u003eengagement model\u003c\/em\u003e and \u003cem\u003eagile marketing strategy roadmap\u003c\/em\u003e that companies need in order to develop positions of trust online.\u003c\/p\u003e\u003cp\u003eFleischmann's first marketing textbook offers comprehensive new insights - based on academic research - into online and social B2B marketing strategies as well as practical insights and \u003cem\u003emanagerial implications and tips\u003c\/em\u003e. It also includes an \u003cem\u003eonline toolbox\u003c\/em\u003e and \u003cem\u003ecase studies\u003c\/em\u003e.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 114\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.44 x 9.61 x 6.69 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e June 09, 2018\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51793524654368,"sku":"9789082796308","price":29.14,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/9429913b0fd285de8e31e5d240387382.webp?v=1780723218","url":"https:\/\/ebocreations.com\/products\/customer-centred-signalling-stop-selling-and-start-responsible-influencing-new-insights-into-online-and-social-b2b-marketing-strategies-hardcover","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}