2018工业品营销计划工具包｜IEEE GlobalSpec B2B营销指南

报告摘要

本工具包由IEEE GlobalSpec Media Solutions发布，专为面向工程和技术专业人士的工业品营销团队设计。内容涵盖营销计划开发六点检查表、多渠道营销趋势、跨媒体乘数效应、营销ROMI衡量与购买周期分析、内容营销挑战、以及十大营销错误警示。包含详细媒体矩阵和预算分配指南，帮助B2B营销人员优化营销组合、提升线索质量并最大化投资回报率。适合工业品市场总监、B2B营销经理、品牌策略师及工业领域销售负责人。

核心要点

1. Introduction
2. A Six-Point Checklist for Success
3. Is Your Marketing Mix Delivering Results?
4. How Do You Measure and Improve the Quality of Your Leads?
5. The Trend Toward Multichannel Marketing
6. The Cross Media Multiplier
7. Taking the Next Step
8. How Do Your Media Choices Compare?
9. Media Matrix
10. Where Do You Allocate Marketing Dollars?
11. Measuring Return on Marketing Investment
12. Marketing ROMI and the Buy Cycle
13. The Content Marketing Challenge
14. Beware of the “Last Click”
15. Maximize Your Presence for Maximum Return o

报告信息