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

Taille reliureComplete Guide to B2B Marketing, The: New Tactics, Tools, and Techniques to Compete in the Digital Economy
ISBN/GTIN
CHF44.50
2.6 % TVA incluse

Produit

RésuméTo 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


King provides 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.
RésuméToday, B2B marketers must excel across all areas, from messaging to demand generation to sales team enablement. New technologies and techniques make excellence possible. This book makes it real. Top B2B marketer Kim Ann King will help you profit from cutting-edge B2B analytics, experimentation and optimization, marketing automation, targeting and personalization, and more.
Détails
ISBN/GTIN978-0-13-408452-7
Type de produitLivre
Année de parution2015
Date de parution20.04.2015
SériePearson
Pages288 pages
LangueAnglais
DimensionsLargeur 162 mm, Hauteur 237 mm, Épaisseur 20 mm
Poids528 g
Id-produit de l'éditeur08452PED1
BZ n°17322562

Contenu/Critiques

Table des matières
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
plus

Auteur

Kim Ann King serves as the Chief Marketing Officer of SiteSpect, Inc. (www.sitespect.com), a leading web and mobile optimization solutions provider. There, she is responsible for brand awareness, demand generation, and organizational enablement initiatives. King is the founder of New Leaf Communications, a boutique marketing consultancy. Over the past three decades, she has built high-tech B2B brands and helped to launch several Internet companies. Her high-impact, cost-effective marketing initiatives have consistently achieved brand recognition, marketplace differentiation, and customer acquisition and loyalty at companies including Bit9, Akamai Technologies, and Open Market. King has authored numerous articles on e-commerce, marketing, and optimization. She holds an M.S. in Communications Management from Simmons College and a B.S. in Public Relations with honors from Boston University.

Follow Kim on Twitter: http://twitter.com/kimannking.
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