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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:
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.
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