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

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9780134084527: The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy

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.

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King, Kim Ann
ISBN 10: 0134084527 ISBN 13: 9780134084527
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King, Kim Ann
Editore: Pearson Education (US), United States (2015)
ISBN 10: 0134084527 ISBN 13: 9780134084527
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Descrizione libro Pearson Education (US), United States, 2015. Hardback. Condizione libro: New. 231 x 155 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAK9780134084527

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King, Kim Ann
Editore: Pearson Education (US), United States (2015)
ISBN 10: 0134084527 ISBN 13: 9780134084527
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Descrizione libro Pearson Education (US), United States, 2015. Hardback. Condizione libro: New. 231 x 155 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAK9780134084527

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King, Kim Ann
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Descrizione libro Pearson Education (US). Hardback. Condizione libro: new. BRAND NEW, Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy, 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. Codice libro della libreria B9780134084527

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King, Kim Ann
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Descrizione libro Pearson FT Press, U.S.A., 2015. Hardcover. Condizione libro: New. 1st Edition. Codice libro della libreria 0047785

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Descrizione libro Pearson FT Press, 2015. Condizione libro: New. Num Pages: 288 pages, illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 238 x 164 x 27. Weight in Grams: 532. . 2015. 1st Edition. Hardcover. . . . . . Codice libro della libreria V9780134084527

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King, Kim Ann
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Descrizione libro Pearson Education (US) 2015-04-20, NJ, 2015. hardback. Condizione libro: New. Codice libro della libreria 9780134084527

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Descrizione libro Pearson Education, 2015. HRD. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria GB-9780134084527

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Descrizione libro Pearson FT Press, 2015. Hardcover. Condizione libro: New. Codice libro della libreria BKTY9780134084527

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