" Simon Hall has written a B2B Marketing primer for the 2020s, which, by definition, deals with the realities of a digital first world. This is a long overdue I the world of B2B Marketing and will no doubt become a standard source for the discipline. I recognize through my own practice that this digital transformation from "outbound" marketing - or a "tell" approach - to inbound, customer journey-focused marketing, with all of its personalized digital touchpoints and omni-channel focus is today's B2B marketing reality and Simon does a good job of comprehensively covering all of the key elements, from content, to social, SEO, SEM and Web - as well as the enabling infrastructure: martech, data, marketing processes (eg lead nurturing, ABM) and analytics. Simon presents a best-practice approach to each, steeped in personal experience and in that of leading companies in the technology market. He provides theoretical context and practical how-to guidance, with great detail on management and execution across the buyers' journey. The chapter on digital strategy points to the need for digital to be a clear part of the overall marketing strategy which delivers clear outcomes based on business goals. Too often in my experience, marketing strategy is confused with annual budget and resource planning, so the tools and approach Simon summarizes here are a useful reminder to understand the context of your digital strategy. This book is a really valuable addition to the B2B marketing armoury and is highly recommended for those who intend to build their career in marketing.

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