Book description
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.
Table of contents
- About This eBook
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Foreword
- Acknowledgments
- About the Author
- Preface
- Introduction
- Part I: Trends
-
Part II: Tools and Technologies
- 2. Strategy and Evaluation
- 3. Analytics
-
4. Experimentation and Optimization
- The Psychology of Conversion
- Building the Testing Team
- Different Vendor Approaches to Experimentation
- How to Evaluate an Experimentation Platform
- Defining Experimentation Goals
- Where to Start: Process and Program
- Experimentation Best Practices
- Key Highlights
- Recommended Reading
- Online Resources
- Endnotes
- 5. Marketing Automation
- 6. Targeting and Personalization
-
Part III: Tactics and Techniques
- 7. Planning
- 8. Programming, Part 1: Brand Awareness
-
9. Programming, Part 2: Demand Generation
- Demand Generation Goals
- Managing Leads
- Understanding the Buyer Journey
- A Little Nomenclature
- The Buyer Journey
- Developing Content to Support the Buyer Journey
- How to Tell Your Story Through Content
- Selecting the Right Marketing Channels
- Websites
- Mobile
- E-mail Marketing
- Content Marketing
- Trade Shows and Events
- Direct Mail
- Advertising
- Lead Nurturing
- Ongoing Funnel Optimization
- Key Highlights
- Recommended Reading
- Online Resources
- Endnote
- 10. Programming, Part 3: Organizational Enablement
- 11. Budgeting
- 12. Staffing
- 13. Measuring
- 14. Conversations with B2B Marketing Experts
- 15. Summary
- Part IV: Appendices
- Index
Product information
- Title: The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy
- Author(s):
- Release date: April 2015
- Publisher(s): Pearson
- ISBN: 9780134084664
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