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Descripción de la editorial
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 techniquesChoose among today's panoply of marketing options, tools, and techniquesBuild a more agile B2B marketing organization, and link its goals more tightly to strategyMore accurately estimate marketing spend and ROISystematically optimize demand generation and many other key functionsLeverage higher-value approaches to web/mobile, SEO, and customer community-buildingGain more value from corporate standards and your creative services vendorsDiscover 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.