The Handbook on B2B Marketing with Attitude
When we say handbook, we mean it. In fact, think of this as a full-on marketing seminar in a book.
The handbook does come with an attitude, but it’s really all about how to get stuff done. Most chapters are in-depth looks at B2B marketing essentials – your “marketing toolkit.”
Purchase
You’re not just marketing -
to customers. You’re marketing for them.
The marketers in the trenches, where the work gets done, -
that’s where the real craftsmanship takes place, but it’s never easy.
It takes a tribe of smartass marketers who observe, -
comment and perform with equal measures of intelligence and wit.
What You'll Learn
Where to start? The handbook is so full of B2B marketing guidance, you’ll probably find something you can use every day.
Overview of The Smartass Marketer's Handbook
The Handbook provides a detailed reference for essential pieces of B2B marketing strategy. Read straight through or browse chapters like these:
Chapter Two
Your Marketing
Wardrobe
Think of your annual marketing program as your company’s wardrobe. Invest in a few versatile content pieces that you can wear over and over in many ways, and you’ll be prepared for any selling occasion.
Chapter Five
Marketing Toolkit
Press Releases
For a small business, medium-sized technology companies with limited marketing resources, or even big enterprises with lean staff, press releases can be your best friends. More affordable and versatile than advertising, you can send releases to clients, partners, employees and of course, the press and industry influencers like analysts, consultants and bloggers.
Chapter Six
Marketing Toolkit
Case Studies
Case studies rank with the most powerful and useful content marketing tools you can have in your bag of tricks. You can clearly and in (reasonable) detail tell the story of how you helped a real customer solve problems. The market sees the stories as credible endorsements (just don’t use that word anywhere in your pitch to the potential customer. Too scary.) But there’s just one problem.
Chapter Nine
Marketing Toolkit
Industry Events
The exhibiting and conference business has taken a hit in the last decade or so, but there are still enough trade shows around to keep B2B marketers busy. This chapter focuses on some of the things you should consider in addition to ordering carpet and plants and hoping your demo staff shows up for their shifts.
The Testimonials
See what others are saying about The Smartass Marketer's Handbook.
It’s a culmination of some tried and true traditional tactics mixed with some of the hottest ones marketers are clamoring about today – presented with a smartass attitude, too, which makes it a fun read. This is problematic because we often don’t recognize or even see the value in adding different or more traditional tactics to our current mix. Carro Ford’s book forces us to break the tunnel vision and take a wider view on what we do on a regular basis. For experienced marketers this book represents a valuable tune-up and health check. For newer marketers this book is a must-read. In fact, my entry level new hires will be given a copy on their first day. Read the full review...
As reported in our recent 2015 Content Marketing Tactics and Technology Planner, leading marketers are most concerned with a limited budget and a lack of resources. If you are looking to overcome these challenges and take your marketing practices to a new, smarter level, take a look at Ford’s new book, The Smartass Marketer’s Handbook. I recommend this book for any marketer who is looking to enhance their marketing toolkit. Read the full review...
The Smartass Marketer's Handbook is a must-read for every hardened veteran of B2B Marketing. Carro has survived the trenches, she's practical, thorough, insightful, funny & gives solid, modern perspective on content marketing. If the title alone doesn't grab you, her subject matter will! Thanks a ton Carro, your book has been a great resource for me, I can only hope it will positively impact my fellow smartasses.
It’s [the smartass'] offbeat, clever commentary that makes the reader stop and think, driving the message home. This relevant and compelling book does the same by irreverently showing how to develop and implement effective marketing. Read the full book review...
A fantastic must-read book for all marketers! A light hearted yet insightful and practical book which covers a wealth of topics. The perfect reminder of the B2B marketing essentials, if you read the free chapter as I did, you won’t be disappointed when you get your hands on the full version of the book. An all-round big thumbs up!
Sassy, clever, and no-nonsense. Ms. Ford's book offers invaluable advice. Non-profits looking for fun and illuminating guidance within the constraints of a tight budget will get critical, sound advice they usually could not afford. A must-read "bible" for nonprofit administrators and board directors. Enjoy!
Just awesome. This book really hits the nail on the head and provides a wealth of useable marketing insight. It has become my new marketing Bible!
About The Author
It Was Marketing All Along
When I was stumbling from college into the business world, I never dreamed I’d turn out to be a marketing expert. Looking back, I don’t see how I could have been anything but a marketer.
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Take One for the Team
Maybe your team lacks the skills you need, or maybe you’re the one who wants to learn more. This book can quickly bring anyone up to speed on marketing nuts and bolts.
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