Opis: Complete Guide to B2B Marketing - Kim Ann King

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.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

Szczegóły: Complete Guide to B2B Marketing - Kim Ann King

Tytuł: Complete Guide to B2B Marketing
Autor: Kim Ann King
Producent: Financial Times
ISBN: 9780134084527
Rok produkcji: 2015
Ilość stron: 288
Oprawa: Twarda
Waga: 0.53 kg

Recenzje: Complete Guide to B2B Marketing - Kim Ann King