{"product_id":"9780134084640","title":"The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy","description":"\u003cp\u003eTo 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.\u003c\/p\u003e  \u003cp\u003eIn \u003cb\u003e \u003ci\u003eThe Complete Guide to B2B Marketing\u003c\/i\u003e\u003c\/b\u003e , King helps you succeed by focusing on the three pillars of cutting-edge B2B marketing: \u003ci\u003eautomation, personalization\u003c\/i\u003e, and \u003ci\u003eexperimentation\u003c\/i\u003e. Drawing on her pioneering experience at companies like Akamai and Open Market, King shows how to:\u003c\/p\u003e  \u003cul\u003e  \u003cli\u003e  Systematically assess your context and customer, via personas, profiles, and other powerful techniques \u003c\/li\u003e  \u003cli\u003e  Choose among today's panoply of marketing options, tools, and techniques \u003c\/li\u003e  \u003cli\u003e  Build a more agile B2B marketing organization, and link its goals more tightly to strategy \u003c\/li\u003e  \u003cli\u003e  More accurately estimate marketing spend and ROI \u003c\/li\u003e  \u003cli\u003e  Systematically optimize demand generation and many other key functions \u003c\/li\u003e  \u003cli\u003e  Leverage higher-value approaches to web\/mobile, SEO, and customer community-building \u003c\/li\u003e  \u003cli\u003e  Gain more value from corporate standards and your creative services vendors \u003c\/li\u003e  \u003cli\u003e  Discover what worked and what didn't, and use this knowledge to improve more quickly \u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eYou'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 \u003cb\u003e \u003ci\u003eThe Complete Guide to B2B Marketing\u003c\/i\u003e\u003c\/b\u003e  invaluable – whatever your company's size, product, service, or industry.\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47119801909488,"sku":"9780134084640","price":31.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780134084640_p0.jpg?v=1763641280","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780134084640","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}