The complete guide to B2B marketing: new tactics, tools, and techniques to complete in the digital economy
Summary: Today, B2B marketers must excel across all areas, from messaging to demand generation to sales team enablement. New technologies and techniques make excellence possible. This book makes it real. Top B2B marketer Kim Ann King will help you profit from cutting-edge B2B analytics, experimentat...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, NJ
Pearson
2015
|
| Schlagworte: | |
| Online-Zugang: | Ausführliche Beschreibung Inhaltsverzeichnis |
| Zusammenfassung: | Summary: Today, B2B marketers must excel across all areas, from messaging to demand generation to sales team enablement. New technologies and techniques make excellence possible. This book makes it real. Top B2B marketer Kim Ann King will help you profit from cutting-edge B2B analytics, experimentation and optimization, marketing automation, targeting and personalization, and more. Drawing on decades of experience at pioneers such as SiteSpect, Akamai, and Open Market, she helps you assess fast-changing customers ... choose your best tools and options ... build a more agile, strategy-driven plan ... hire the right team ... drive more value from experimentation ... accurately estimate spend and ROI. |
| Beschreibung: | XVIII, 270 S. Ill. |
| ISBN: | 0134084527 9780134084527 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV042717996 | ||
| 003 | DE-604 | ||
| 005 | 20151112 | ||
| 007 | t | ||
| 008 | 150727s2015 a||| |||| 00||| eng d | ||
| 010 | |a 2015930938 | ||
| 020 | |a 0134084527 |c £ 24.99, £ 22.49 |9 0-13-408452-7 | ||
| 020 | |a 9780134084527 |9 978-0-13-408452-7 | ||
| 035 | |a (OCoLC)914743452 | ||
| 035 | |a (DE-599)BVBBV042717996 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1050 |a DE-355 |a DE-860 |a DE-573 |a DE-862 |a DE-739 | ||
| 050 | 0 | |a HF5415.1263 | |
| 050 | 0 | |a HF5415.1263 .K56 2015 | |
| 082 | 0 | |a 658.8/04 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a QP 650 |0 (DE-625)141922: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 100 | 1 | |a King, Kim Ann |e Verfasser |0 (DE-588)1078748438 |4 aut | |
| 245 | 1 | 0 | |a The complete guide to B2B marketing |b new tactics, tools, and techniques to complete in the digital economy |c Kim Ann King |
| 246 | 1 | 3 | |a The complete guide to Business-to-Business marketing |
| 246 | 1 | 0 | |a B 2 B, B to B, B two B, Business to Business Marketing |
| 264 | 1 | |a Upper Saddle River, NJ |b Pearson |c 2015 | |
| 300 | |a XVIII, 270 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | 3 | |a Summary: Today, B2B marketers must excel across all areas, from messaging to demand generation to sales team enablement. New technologies and techniques make excellence possible. This book makes it real. Top B2B marketer Kim Ann King will help you profit from cutting-edge B2B analytics, experimentation and optimization, marketing automation, targeting and personalization, and more. Drawing on decades of experience at pioneers such as SiteSpect, Akamai, and Open Market, she helps you assess fast-changing customers ... choose your best tools and options ... build a more agile, strategy-driven plan ... hire the right team ... drive more value from experimentation ... accurately estimate spend and ROI. | |
| 650 | 4 | |a Industrial marketing | |
| 650 | 4 | |a Internet marketing | |
| 650 | 0 | 7 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Business-to-Business-Marketing |0 (DE-588)4631075-7 |D s |
| 689 | 0 | 1 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
| 689 | 0 | |C b |5 DE-604 | |
| 856 | 4 | 2 | |q text/html |u http://www.pearsoned.co.uk/bookshop/detail.asp?WT.oss=9780134084527&WT.oss_r=1&item=100000000599390 |3 Ausführliche Beschreibung |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028149241&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-028149241 | ||
Datensatz im Suchindex
| DE-BY-862_location | 2000 |
|---|---|
| DE-BY-FWS_call_number | 2000/QP 650 K53 |
| DE-BY-FWS_katkey | 619830 |
| DE-BY-FWS_media_number | 083000515228 |
| _version_ | 1806176419007430656 |
| adam_text | Contents
Foreword...............................................xii
Preface................................................xvi
Introduction.............................................1
Endnote...............................................3
Parti Trends 5
Chapter 1 The Evolving Marketing Landscape.............................7
A Rapidly Changing Buyer..............................8
An Exponential Growth in Data.........................9
More Channels and Platforms..........................10
More Revenue Responsibility..........................11
Doing More with Less.................................11
Need for Speed and Agility...........................12
New Tools and Technologies...........................13
Key Highlights.......................................14
Part II Tools and Technologies 15
Chapter 2 Strategy and Evaluation.....................................17
Strategy First.......................................18
How to Evaluate Marketing Tools and Technologies.....19
Examining Four Technologies That Transform
B2B Marketing.....................................22
Key Highlights.......................................23
Chapter 3 Analytics...................................................25
Web Analytics........................................27
Marketing Analytics..................................33
Customer Analytics...................................36
Predictive Analytics.................................38
Putting Analytics into Practice......................38
Analytics Best Practices.............................39
Key Highlights........................................41
Recommended Reading...................................44
Endnotes..............................................42
Chapter 4 Experimentation and Optimization............................43
The Psychology of Conversion..........................44
Building the Testing Team.............................45
Different Vendor Approaches to Experimentation........46
How to Evaluate an Experimentation Platform...........46
Defining Experimentation Goals........................48
Where to Start: Process and Program...................49
Experimentation Best Practices........................54
Key Highlights........................................56
Recommended Reading...................................56
Online Resources......................................57
Endnotes...................................... 57
Chapter 5 Marketing Automation........................................59
Barriers to Success...................................60
How to Evaluate a Marketing Automation Platform.......61
Campaign Creation and Management......................62
E-mail Marketing......................................66
Analytics and Reporting...............................66
Lead Management.......................................68
Infrastructure........................................71
Implementation...................................... 73
Measuring Effectiveness...............................74
Marketing Automation Best Practices...................75
Key Highlights........................................79
Recommended Reading...................................79
Endnotes..............................................80
Chapter 6 T argeting and Personalization................................81
About That Data.......................................82
Segmentation Strategies...............................83
Website Targeting and Personalization.................84
Targeting Previous Website Visitors...................85
E-mail Personalization................................86
Advertising Targeting and Personalization.............87
Targeted Advertising on Social Networks...............88
Targeting and Personalization Best Practices..........88
Key Highlights........................................89
Part III Tactics and Techniques 91
Chapter 7 Planning.....................................................93
Whom to Involve in Planning...........................93
The Marketing Planning Cycle..........................94
Analyzing the Situation...............................96
Creating Marketing Goals............................ 102
Defining Marketing Strategies....................... 103
Key Highlights...................................... 104
Recommending Reading................................ 105
Online Resources.................................... 105
Endnotes............................................ 105
Chapter 8 Programming, Part 1: Brand Awareness........................107
Media Relations..................................... Ill
Analyst Relations................................... 119
Public Relations Programs........................... 122
Social Media........................................ 126
Measurement and Reporting of Brand Awareness
Initiatives...................................... 134
Key Highlights...................................... 135
Recommended Reading................................. 135
Online Resources.................................... 136
Endnotes............................................ 136
Chapter 9 Programming, Part 2: Demand Generation.....................137
Demand Generation Goals............................. 138
Managing Leads...................................... 138
Understanding the Buyer Journey..................... 142
A Little Nomenclature............................... 143
The Buyer Journey................................... 143
Developing Content to Support the Buyer Journey..... 145
How to Tell Your Story Through Content.............. 149
Selecting the Right Marketing Channels.............. 150
Websites............................................ 151
Mobile.............................................. *57
E-mail Marketing.................................... 158
Content Marketing................................... 162
Trade Shows and Events.............................. 167
Direct Mail......................................... 122
Advertising......................................... 174
Lead Nurturing...................................... 183
Ongoing Funnel Optimization......................... 185
Key Highlights...................................... 185
Recommended Reading................................. 185
Online Resources.................................... 186
Endnote............................................. 186
Chapter 10 Programming, Part 3: Organizational
Enablement..............................................187
Sales Enablement.................................... 187
Customer Retention and Loyalty...................... 190
Creative and Editorial Services..................... 192
Key Highlights...................................... 193
Chapter 11 Budgeting.................................................195
Approaches to Budgeting............................. 195
Key Highlights...................................... 197
Endnote............................................. 198
Chapter 12 Staffing..................................................199
Where to Start.......................................200
Managing the Marketing Team: Six Key Ingredients.....202
A Day in the Life....................................203
Training as a Competitive Advantage..................206
Key Highlights.......................................206
Recommended Reading..................................206
Chapter 13 Measuring............................................207
Program Metrics....................................208
Measuring Total Return on Investment...............209
A Word About Marketing Attribution.................210
Key Highlights.....................................211
Chapter 14 Conversations with B2B Marketing Experts.............213
Jane Buck..........................................213
Stefanie Lightman..................................216
Alex MacAaron......................................220
John Matera........................................223
Hans Riemer........................................227
Heidi Unruh........................................232
Endnote............................................236
Chapter 15 Summary..............................................237
Final Words........................................239
For More Information...............................239
Publications and Blogs.............................239
Advisory and Research Firms........................240
Part IV Appendices 241
Appendix A Marketing Plan Outline...............................243
Appendix B An Examination of the Marketing Communications
Tools and Techniques Used by Akamai Technologies
During Its Sponsorship of NetAid.....................245
Strategic Communications Planning..................247
Timeline...........................................247
Marketing Communications Tools and Tactics.........248
Results............................................251
Postscript.........................................251
Key Highlights.....................................252
Endnotes...........................................252
Index
255
|
| any_adam_object | 1 |
| author | King, Kim Ann |
| author_GND | (DE-588)1078748438 |
| author_facet | King, Kim Ann |
| author_role | aut |
| author_sort | King, Kim Ann |
| author_variant | k a k ka kak |
| building | Verbundindex |
| bvnumber | BV042717996 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1263 HF5415.1263 .K56 2015 |
| callnumber-search | HF5415.1263 HF5415.1263 .K56 2015 |
| callnumber-sort | HF 45415.1263 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 QP 650 |
| ctrlnum | (OCoLC)914743452 (DE-599)BVBBV042717996 |
| dewey-full | 658.8/04 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/04 |
| dewey-search | 658.8/04 |
| dewey-sort | 3658.8 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02819nam a2200493 c 4500</leader><controlfield tag="001">BV042717996</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20151112 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">150727s2015 a||| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2015930938</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0134084527</subfield><subfield code="c">£ 24.99, £ 22.49</subfield><subfield code="9">0-13-408452-7</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780134084527</subfield><subfield code="9">978-0-13-408452-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)914743452</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042717996</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-355</subfield><subfield code="a">DE-860</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-862</subfield><subfield code="a">DE-739</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.1263</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.1263 .K56 2015</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/04</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 650</subfield><subfield code="0">(DE-625)141922:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">King, Kim Ann</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1078748438</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The complete guide to B2B marketing</subfield><subfield code="b">new tactics, tools, and techniques to complete in the digital economy</subfield><subfield code="c">Kim Ann King</subfield></datafield><datafield tag="246" ind1="1" ind2="3"><subfield code="a">The complete guide to Business-to-Business marketing</subfield></datafield><datafield tag="246" ind1="1" ind2="0"><subfield code="a">B 2 B, B to B, B two B, Business to Business Marketing</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Upper Saddle River, NJ</subfield><subfield code="b">Pearson</subfield><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVIII, 270 S.</subfield><subfield code="b">Ill.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="520" ind1="3" ind2=" "><subfield code="a">Summary: Today, B2B marketers must excel across all areas, from messaging to demand generation to sales team enablement. New technologies and techniques make excellence possible. This book makes it real. Top B2B marketer Kim Ann King will help you profit from cutting-edge B2B analytics, experimentation and optimization, marketing automation, targeting and personalization, and more. Drawing on decades of experience at pioneers such as SiteSpect, Akamai, and Open Market, she helps you assess fast-changing customers ... choose your best tools and options ... build a more agile, strategy-driven plan ... hire the right team ... drive more value from experimentation ... accurately estimate spend and ROI.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Industrial marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Online-Marketing</subfield><subfield code="0">(DE-588)7706419-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Business-to-Business-Marketing</subfield><subfield code="0">(DE-588)4631075-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Online-Marketing</subfield><subfield code="0">(DE-588)7706419-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="C">b</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="q">text/html</subfield><subfield code="u">http://www.pearsoned.co.uk/bookshop/detail.asp?WT.oss=9780134084527&WT.oss_r=1&item=100000000599390</subfield><subfield code="3">Ausführliche Beschreibung</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028149241&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028149241</subfield></datafield></record></collection> |
| id | DE-604.BV042717996 |
| illustrated | Illustrated |
| indexdate | 2024-08-01T11:21:01Z |
| institution | BVB |
| isbn | 0134084527 9780134084527 |
| language | English |
| lccn | 2015930938 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028149241 |
| oclc_num | 914743452 |
| open_access_boolean | |
| owner | DE-1050 DE-355 DE-BY-UBR DE-860 DE-573 DE-862 DE-BY-FWS DE-739 |
| owner_facet | DE-1050 DE-355 DE-BY-UBR DE-860 DE-573 DE-862 DE-BY-FWS DE-739 |
| physical | XVIII, 270 S. Ill. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Pearson |
| record_format | marc |
| spellingShingle | King, Kim Ann The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy Industrial marketing Internet marketing Business-to-Business-Marketing (DE-588)4631075-7 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4631075-7 (DE-588)7706419-7 |
| title | The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy |
| title_alt | The complete guide to Business-to-Business marketing B 2 B, B to B, B two B, Business to Business Marketing |
| title_auth | The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy |
| title_exact_search | The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy |
| title_full | The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy Kim Ann King |
| title_fullStr | The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy Kim Ann King |
| title_full_unstemmed | The complete guide to B2B marketing new tactics, tools, and techniques to complete in the digital economy Kim Ann King |
| title_short | The complete guide to B2B marketing |
| title_sort | the complete guide to b2b marketing new tactics tools and techniques to complete in the digital economy |
| title_sub | new tactics, tools, and techniques to complete in the digital economy |
| topic | Industrial marketing Internet marketing Business-to-Business-Marketing (DE-588)4631075-7 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Industrial marketing Internet marketing Business-to-Business-Marketing Online-Marketing |
| url | http://www.pearsoned.co.uk/bookshop/detail.asp?WT.oss=9780134084527&WT.oss_r=1&item=100000000599390 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028149241&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kingkimann thecompleteguidetob2bmarketingnewtacticstoolsandtechniquestocompleteinthedigitaleconomy AT kingkimann thecompleteguidetobusinesstobusinessmarketing AT kingkimann b2bbtobbtwobbusinesstobusinessmarketing |
Inhaltsverzeichnis
Schweinfurt Zentralbibliothek Lesesaal
| Signatur: |
2000 QP 650 K53 |
|---|---|
| Exemplar 1 | ausleihbar Checked out – Rückgabe bis: 31.12.2099 Vormerken |