Includes bibliographical references and index.

Navigate the B2B marketing sphere with this fully updated guide to better understanding new customer habits, the digital era and shifting away from outdated traditional practices using the latest models. Innovative B2B Marketing is an essential guide for marketers looking for new approaches, models and solutions for B2B marketing. Written by one of the leading voices in the B2B marketing sphere who works with the Chartered Institute of Marketing (CIM) and other major associations, it features real-life examples from diverse sectors, plus topical discussion points and problems from key B2B marketing forums and associations. Now fully updated, this second edition of Innovative B2B Marketing provides three new chapters on customer attrition, B2B partnership marketing and lead nurturing, as well as further content on influencer marketing and the behaviours of millennial customers. It is accompanied by online resources which consist of case studies, web links to insightful videos and articles, and presentation slides with practical models and templates.