{"product_id":"the-future-of-b2b-marketing-by-luan-wise-9781399429948","title":"The Future of B2B Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\u003eB2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003eWritten by a seasoned industry practitioner, \u003cem\u003eThe Future of B2B Marketing\u003c\/em\u003e offers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey – from capturing awareness from the right audience and generating quality engagement through to optimising measurement and performance.\u003c\/p\u003e\n\n\u003cp\u003eIt serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing.\u003c\/p\u003e\n\n\u003cp\u003eCombining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively – and ultimately make smarter decisions.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Allen \u0026 Unwin Aotearoa New Zealand","offers":[{"title":"Default Title","offer_id":48334406746348,"sku":"9781399429948","price":61.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781399429948-the-future-of-b2b-marketing-1.jpg?v=1788916062","url":"https:\/\/bookhero.co.nz\/products\/the-future-of-b2b-marketing-by-luan-wise-9781399429948","provider":"Book Hero","version":"1.0","type":"link"}