With the recent proliferation of data and Internet-based tools and their impact on creative and strategy, B2B marketers today face greater challenges than ever before. According to Kim Ann King, Chief Marketing Officer of SiteSpect, a leading digital optimization firm, these challenges can be beneficial to marketers who know how to take advantage of them. Her new book, The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy, provides an in-depth overview of the evolving marketing landscape, new technologies that help, and proven tactics to succeed.
“A lot has changed in the last five years for marketers,” says King. “The introduction of cloud-based tools has put more pressure on marketing by broadening the amount of work and technical know-how necessary to get the job done. That means the inherent challenges for today’s B2B marketers are enormous, and I wanted to create a resource to help my colleagues navigate these quickly shifting forces in our profession today.”
In addition to an overview of recent trends and a deep dive on the full suite of marketing tactics including planning, programming, staffing, budgeting, and measuring, The Complete Guide to B2B Marketing features chapters on critical marketing technology infrastructure, including Analytics, Experimentation and Optimization, Marketing Automation, and Targeting and Personalization. The book contains a variety of comprehensive and actionable resources, including best-practices checklists for every tactic and vendor checklists for evaluating new marketing technologies, as well as interviews with B2B marketing experts, a complete corporate marketing plan outline, and a start-to-finish marketing communications case study.
About the Author
Kim brings three decades of marketing experience to the role of Chief Marketing Officer at SiteSpect, where she is responsible for demand generation, brand awareness, and organizational enablement initiatives that drive customer acquisition and retention.
Throughout her career, Kim has built high-tech B2B brands, helping to successfully launch several Internet companies. She launched leading security software provider Bit9 in 2005 with high-impact, cost-effective marketing initiatives that consistently achieved brand recognition, marketplace differentiation, and customer acquisition and loyalty. For Akamai Technologies, Kim helped create global brand awareness in advance of Akamai’s IPO, the 4th-most successful on Nasdaq in 1999. At Open Market, an e-commerce software pioneer, Kim managed the company’s worldwide public relations strategy, positioning, and initiatives.
In addition to her new book, Kim has authored numerous articles on e-commerce, marketing, and optimization. She received an M.S. in Communications Management from Simmons College and a B.S. in Public Relations with honors from Boston University. Follow Kim on Twitter: http://twitter.com/kimannking
SiteSpect provides the world’s most comprehensive digital optimization platform, enabling the world’s largest and most successful online businesses to significantly improve conversion rates and revenue. SiteSpect's offerings include A/B testing, multivariate testing, targeting and personalization, mobile optimization, and site speed solutions. SiteSpect’s patented technology and professional services are used by companies such as Wal-Mart, Target, Urban Outfitters, Wayfair, Overstock.com, and leading financial services and media companies. For more information, visit www.sitespect.com or call 617-859-1900.