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Part Two, the majority of this book, is dedicated to implementing
B2B marketing tactics. There are 3 sections.
The first covers content development (also called “thought
leadership”), the fuel that drives B2B marketing. There are
a number of chapters on developing different types of B2B
content, everything from case studies to videos.
The next two sections cover each tactic. They’re grouped into
online tactics and offline tactics, although there are some (like
PR) that cross between the two.
Each chapter provides an overview of the tactic, some tips on
how to implement effectively, and suggested metrics. While
there are a few tactics I haven’t covered, I’ve tried to address
the most prevalent and critical ones for B2B companies.

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© 2012 Lisa Shepherd