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

King, Kim Ann

ISBN 10: 0134084527 / ISBN 13: 9780134084527

Editore: Pearson FT Press, 2015

Codice articolo 0134084527-VB

Riassunto:

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

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.

Informazioni sull'autore: 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.

Dati bibliografici

Titolo: Complete Guide to B2B Marketing, The: New ...
Casa editrice: Pearson FT Press
Data di pubblicazione: 2015
Legatura: hardcover
Condizione: As New