B2B Marketing For Absolute Beginners

To be successful in B2B marketing, you must excel in all areas: getting your message out there to the right audience, driving demand, and empowering sales teams. It's easy to become overwhelmed. That's why you'll need a secret weapon: a marketing strategy. Good to excellent marketing is about more than just tactics. You must create a marketing strategy that is costed and measurable and linked with your brand and business goals. Then you must devise a plan for carrying it out.
This book helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: automation, personalization, and experimentation.

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

Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.