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Complete Guide to B2B Marketing, The: New Tactics, Tools, and Techniques to Compete in the Digital Economy, eBook

Complete Guide to B2B Marketing, The: New Tactics, Tools, and Techniques to Compete in the Digital Economy, eBook

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Description

  • Copyright 2015
  • Dimensions: 6" x 9"
  • Pages: 288
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-408467-5
  • ISBN-13: 978-0-13-408467-1

To succeed at B2B marketing today, you must excel across all areas: from getting your message out, to generating demand, to enabling sales teams. New technologies and new techniques make excellence possible. Now, top B2B marketer Kim Ann King brings together all the best practices and tools you need to make excellence real.

In The Complete Guide to B2B Marketing, King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to:

  • Systematically assess your context and customer, via personas, profiles, and other powerful techniques
  • Choose among today's panoply of marketing options, tools, and techniques
  • Build a more agile B2B marketing organization, and link its goals more tightly to strategy
  • More accurately estimate marketing spend and ROI
  • Systematically optimize demand generation and many other key functions
  • Leverage higher-value approaches to web/mobile, SEO, and customer community-building
  • Gain more value from corporate standards and your creative services vendors
  • Discover what worked and what didn't, and use this knowledge to improve more quickly

You'll find comprehensive, actionable resources, including best-practices checklists for every tactic, vendor checklists for evaluating new marketing technologies, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study. If you're a B2B marketer, you'll find The Complete Guide to B2B Marketing invaluable – whatever your company's size, product, service, or industry.

Sample Content

Table of Contents

Foreword     xii
Preface     xvi
Introduction     1
Part I: Trends     5
Chapter 1: The Evolving Marketing Landscape     7
Part II: Tools and Technologies     15
Chapter 2: Strategy and Evaluation     17
Chapter 3: Analytics     25
Chapter 4: Experimentation and Optimization     43
Chapter 5: Marketing Automation     59
Chapter 6: Targeting and Personalization     81
Part III: Tactics and Techniques     91
Chapter 7: Planning     93
Chapter 8: Programming, Part 1: Brand Awareness     107
Chapter 9: Programming, Part 2: Demand Generation     137
Chapter 10: Programming, Part 3: Organizational Enablement     187
Chapter 11: Budgeting     195
Chapter 12: Staffing     199
Chapter 13: Measuring     207
Chapter 14: Conversations with B2B Marketing Experts     213
Chapter 15: Summary     237
Part IV: Appendices     241
Appendix A: Marketing Plan Outline     243
Appendix B: An Examination of the Marketing Communications Tools and Techniques Used by Akamai Technologies During Its Sponsorship of NetAid     245
Index     255

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