Complete Guide to B2B Marketing, The
Pearson FT Press (Verlag)
978-0-13-408452-7 (ISBN)
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.
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.
Foreword
Preface
Introduction
Part I: Trends
Chapter 1: The Evolving Marketing Landscape
Part II: Tools and Technologies
Chapter 2: Strategy and Evaluation
Chapter 3: Analytics
Chapter 4: Experimentation and Optimization
Chapter 5: Marketing Automation
Chapter 6: Targeting and Personalization
Part III: Tactics and Techniques
Chapter 7: Planning
Chapter 8: Programming, Part 1: Brand Awareness
Chapter 9: Programming, Part 2: Demand Generation
Chapter 10: Programming, Part 3: Organizational Enablement
Chapter 11: Budgeting
Chapter 12: Staffing
Chapter 13: Measuring
Chapter 14: Conversations with B2B Marketing Experts
Chapter 15: Summary
Part IV: Appendices
Appendix A: Marketing Plan Outline
Appendix B: An Examination of the Marketing Communications Tools and Techniques Used by Akamai Technologies During Its Sponsorship of NetAid
Index
| Erscheint lt. Verlag | 25.6.2015 |
|---|---|
| Verlagsort | NJ |
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-408452-7 / 0134084527 |
| ISBN-13 | 978-0-13-408452-7 / 9780134084527 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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