Complete Guide To B2B Marketing, The: 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 Cuttingedge 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 Highervalue Approaches To Web/Mobile, Seo, And Customer Communitybuilding 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 Quicklyking Provides Comprehensive, Actionable Resources, Including Bestpractices Checklists For Every Tactic, Vendor Checklists For Evaluating New Marketing Technologies, A Complete Corporate Marketing Plan Outline, And A Starttofinish Marketing Communications Case Study.