Professional Documents
Culture Documents
B2B
B2B
B2B Marketing
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The Complete Guide to
B2B Marketing
New Tactics, Tools, and Techniques to
Compete in the Digital Economy
Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xii
Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xvi
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Endnote . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Part I 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
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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Endnotes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42
viii Contents
Targeted Advertising on Social Networks . . . . . . . . . . . . . . . . . . .88
Targeting and Personalization Best Practices . . . . . . . . . . . . . . . .88
Key Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89
Contents ix
Mobile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157
E-mail Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158
Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162
Trade Shows and Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174
Lead Nurturing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183
Ongoing Funnel Optimization . . . . . . . . . . . . . . . . . . . . . . . . . . 185
Key Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185
Recommended Reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185
Online Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
Endnote . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 186
x Contents
Chapter 13 Measuring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Program Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 208
Measuring Total Return on Investment. . . . . . . . . . . . . . . . . . . 209
A Word About Marketing Attribution. . . . . . . . . . . . . . . . . . . . 210
Key Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211
Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
Contents xi
Foreword
xii Foreword
As you progress through the book, you’ll get a deeper look at the modern
B2B marketer, including specific use cases, teachings on how to attract
more potential prospects into your marketing funnel, tips for turning your
prospects into actual closed business, and advice to help you increase the
lifetime value of those customers. To go along with this new insight, you’ll
need to learn a new set of tools. Kim explores how this new world of tools
can help scale your marketing, prove the value on your marketing efforts,
and manage a much larger marketing effort with less work.
You have begun your journey with this book, but it will not stop here. I
implore you to be a diligent student of your craft and use this reading to
set a new foundation—one that you can continue to build upon over time.
Take Kim’s message to heart: Make one cohesive effort to unite your people,
processes, and technologies, and continue to strive for operational excel-
lence. Today’s new age of marketing sets a higher bar for B2B marketers,
and Kim does a wonderful job guiding us through the vastness of new tools,
techniques, and best practices to hit the higher mark. Let her words sink
in just as Nina’s words impacted the music executives on the couch. Hear
them for the first time, notice the change in the air, and feel the promise of
a new way to drive results.
Mathew Sweezey
Marketing Evangelist, Pardot—a salesforce.com company
Author, Marketing Automation for Dummies
Foreword xiii
Acknowledgments
This book would not have happened had Judah Phillips not introduced
me to his publisher at Pearson. Thank you, Judah, for helping to make my
dream of publishing a book come true.
I am a huge fan of Mathew Sweezey and honored that he has contributed
the foreword; thank you.
I’d like to thank the colleagues who graciously agreed to be interviewed for
this book. To Jane Buck, Stefanie Lightman, Alex MacAaron, John Matera,
Hans Riemer, and Heidi Unruh; thank you so much for sharing your exper-
tise with the world.
Although I came to the position with decades of experience, I have learned
so much more about B2B marketing during my tenure as Chief Marketing
Officer of SiteSpect. Thank you, Eric Hansen and Larry Epstein, for taking
a chance on someone who was unknown to you—I am so proud of what
we’ve accomplished so far at SiteSpect.
Lastly, thanks go to Jeanne Levine, Charlotte Maiorana, Betsy Gratner, and
all the dedicated professionals at Pearson who have guided me through the
incredible voyage of publishing my first book; thank you very much for this
opportunity.
xiv Acknowledgments
About the Author
You are holding in your hands a book 30 years in the making; that’s how
long I’ve been practicing marketing. It has only been in the past 5 years that
marketing has morphed into an almost unrecognizable profession, due to
the recent collision of data, creative, strategy, and technology.
When I started working in 1985, it was easy to craft a career first in finan-
cial services marketing and then in academic marketing with a little bit of
writing talent and some creativity. Still, it was anything but glamorous. The
advent of desktop publishing into corporate America was still a couple of
years away, and so I typed out newsletter columns on a typewriter, cut and
pasted them into layouts, copied them on a photocopier, and mailed them
out in stamped #10 envelopes. I developed photographs with chemicals. It
didn’t seem inefficient or unproductive at the time, but it sure does now.
Ten years later, something big happened: The World Wide Web was com-
mercialized. In 1995, I joined one of the first e-commerce pioneers, Open
Market, and since then, I haven’t looked back. It was my first foray into
the world of B2B marketing, and I’d found my professional comfort zone.
B2B marketing was so different from the consumer world—trying to reach
not just one potential buyer, but a whole buying committee—in various
companies across multiple industries. This enormous challenge was very
appealing.
At Open Market, I worked in public relations, finding customers to speak
to the media and at trade shows, writing articles for executives, and writing
news releases about new customers, partners, products, and other company
milestones. It seemed like a lot of responsibility at the time, but now I look
back in fondness at how simple and uncomplicated the work was, particu-
larly when compared to an average work day now. One of my favorite proj-
ects at Open Market was promoting the company’s involvement in creating
the world’s first online Girl Scout cookie store, which helped not just to sell
a lot of cookies and create awareness for our company, but also to alleviate
concerns about the security of e-commerce by associating it with something
familiar and wholesome.
That helped us to get a lot of press, but we didn’t stop there. In the lead-
up to Open Market’s IPO in 1996, the company was featured in dozens
of publications. One was a photo shoot with Businessweek that featured
our founder surrounded by half a dozen dogs (owned by our employees,
including me), riffing on the meme introduced by the famous Peter Steiner
cartoon published in the New Yorker: “On the Internet, nobody knows
you’re a dog.”1
xvi Preface
Open Market went on to a successful IPO in 1996, and I was hooked on the
tech start-up world. My next major stop was Akamai Technologies, one
of the first content delivery network (CDN) providers. Akamai began as a
company that would end the “World Wide Wait” through intelligent Inter-
net content delivery. Before its public launch, the company had attracted
a great deal of venture capital and other investments, and wanted to maxi-
mize its initial publicity. Akamai turned to cause marketing to enhance its
growing visibility. The chosen cause came in the form of NetAid, when the
company was approached in the spring of 1999 by Cisco Systems, which
had recently created the NetAid initiative with the United Nations Develop-
ment Programme (UNDP).
I came onboard as the NetAid Program Manager, responsible for promot-
ing and coordinating Akamai’s involvement in NetAid via all of its market-
ing activities. Akamai leveraged NetAid as the reason and mechanism to
build out its Internet content delivery server network as fast as it could. It
did this in order to carry the content of what was expected to be the biggest
Internet multimedia event to date and to create the business case for its
ensuing IPO, also slated for October, three weeks after the NetAid concerts.
Partly because of all the press attention from NetAid, Akamai’s IPO was
one of the most successful on the NASDAQ Stock Market in 1999. You can
read more about Akamai’s sponsorship in Appendix B, “An Examination
of the Marketing Communications Tools and Techniques Used by Akamai
Technologies During Its Sponsorship of NetAid.”
Since then, I’ve worked with several B2B software companies, helping
to launch products, secure new markets, find new customers, and refine
messaging.
In 2007, I joined the next wave of marketing innovation when I became
the Chief Marketing Officer of SiteSpect, a leading web and mobile opti-
mization solutions provider. Today, a typical day includes planning and
executing SiteSpect’s global marketing strategy, which means managing the
people, processes, and technology behind our website, content strategy and
marketing programs, online and offline advertising, lead generation pro-
grams, public relations initiatives, social media marketing activities, email
marketing, and trade shows and events, among other things. I’m fortunate
to work with a company doing cool things for amazing customers and for a
CEO who can see and appreciate what’s possible in marketing.
The Internet makes possible all the digital marketing initiatives that I love
creating. To do this, I log in to about a dozen tools every day, including
Google Analytics, Pardot, salesforce.com, Google AdWords, LinkedIn, and
our own optimization platform, among others. That started me thinking
about the growing role of technology in B2B marketing, which became the
inspiration for this book.
Preface xvii
It’s my hope that you will find this volume to be a useful and comprehensive
primer for getting started in B2B marketing, rebooting a career, under-
standing the impact of technology, or just getting up to speed on the new
tools and tactics. It’s the book I wish had been written five years ago to help
me understand and navigate the quickly shifting forces that are shaping
marketing today. I could not find such a book for B2B marketers, and so I
have written it as my gift to you. May it accompany you and guide you on
a long and productive career.
Kim Ann King
December 28, 2014
Endnote
1. “On the Internet, Nobody Knows You’re a Dog,” Wikipedia.org,
http://en.wikipedia.org/wiki/On_the_Internet,_nobody_knows_
you%27re_a_dog.
xviii Preface
Introduction
When this book is published, it will have been 20 years since the introduc-
tion of the World Wide Web, signaling the start of the commercial Internet
and the turning point when businesses started to build websites and market
themselves digitally. It seems like another lifetime, even quaint, that a com-
pany could even exist without a website, paid search, social media, online
video, online wire services, digital content, or automation, but that was
the reality of marketing before the Internet. These new tools have changed
everything about our jobs and the profession itself. Here are just a few
things that I’ve learned about using the technology that has become so vital
in marketing:
■ Technology solves nothing without established goals, roles, and
procedures. In fact, it’ll make everything much worse if you don’t
already have these things defined.
■ Just as graphic design software does not create artistic talent, mar-
keting technology does not create good marketing, but it does make
it incredibly easy to automate bad marketing.
■ Technology enables you to make lots of mistakes quickly and often
in public.
■ Technology has led us to focus on how we’re going to fix things
with less regard to what we’re fixing and why. But that’s a mistake.
Just because you can use a tool to do something doesn’t mean you
should. Strategy must always come first.
1
■ Automating marketing processes across all programs
■ Transforming analytics into actionable tactics
■ Keeping data clean in order to segment, target, and personalize
■ Experimenting with multiple creative versions to discover audience
preference
■ Planning, programming, budgeting, staffing, and measuring:
• Managing both the visual and the verbal corporate and product
brand(s) across multiple channels (and devices)
• Understanding the challenges and best practices of each channel
• Finding the right mix of traditional and digital advertising
• Creating enough content to nurture prospects during each phase
of the buyer journey
• Generating enough qualified leads for the sales team
• Contributing to bottom-line revenue
• Supporting the needs of internal departments
• Finding and keeping the right talent and skill set on the team
• Evolving the staff’s skills (and yours) to keep up with new tactics,
tools, and techniques
• Staying on budget in a time of increased financial scrutiny
■ Executing flawlessly on all fronts
■ Reliably delivering results time and time again
To juggle all of that, marketers from all industries are reporting they’re
doing work they have never done before. In fact, a 2013 BMA/Forrester
survey of B2B marketers found that 97% of the respondents say that “they
are doing new types of work, new skills for marketers will be desperately
needed going forward, and the pace of relentless change in their worlds is
expected to pick up.”1
I am at the epicenter of this change, both as a B2B marketing practitioner
and as a vendor of experimentation software that enables our clients to
push the boundaries of what’s possible. It’s an incredibly interesting, excit-
ing, and scary time to work in our profession.
So let’s dive right in, starting with key trends to lend context to the brand-
new and ever-changing world of B2B marketing today.
Endnote
1. “B2B CMOs Must Evolve or Move On,” Laura Ramos, Forrester
Research, https://solutions.forrester.com/bma-survey-findings-
ramos.
Introduction 3
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1
The Evolving Marketing Landscape
7
■ Service Provider—Supporting other departments with creative
and editorial services
On top of that, today’s B2B marketer is dealing with forces that make suc-
cessful planning and execution even more difficult. To provide context, this
chapter examines the following trends shaping marketing today:
■ A rapidly changing buyer
■ An exponential growth in data, often siloed and out-of-date
■ More channels and platforms, splintering reach and confusing
strategy
■ A growing responsibility for revenue
■ The ability to do more with less: an increasing scope of functional
responsibility, typically without additional personnel or budget
■ The need for speed and agility in creating and deploying campaigns
and producing results
■ New tools and technologies, evolving more quickly than profes-
sionals can adapt
When used correctly, this data can be used to improve the relationship
between the potential buyer and the company by personalizing commu-
nication, digital experiences, and content. But two problems quickly arise
with so much data:
1. Information can live in many different places within a company,
from the CRM database, to Excel spreadsheets on sales executives’
desktops, and even to filing cabinets. That means data is siloed and
not shared across the company, with different departments having
a different view of prospects and customers, depending on what
information they’re keeping.
2. Data can quickly become out-of-date (leading to what is known as
“decay”), which leads to another problem: data hygiene, in which
a database devolves over time to contain unmailable contacts with
out-of-date records, incomplete records, duplicate records, or even
false records. Clean data, created by ongoing data maintenance, is
the key to the successful execution of marketing campaigns.
You’ll get the answers to these questions in the chapters to come. Taken
as a whole, these new technologies enable B2B marketers to gain insight
into their buyers’ behavior, test what content and experiences visitors pre-
fer, automate engaging campaigns to nurture potential buyer interest, and
deliver the right message to the right buyer at the right time in the buyer’s
journey. Let’s take a closer look at these technologies before we dive into
them in the following chapters.
Analytics
Analytics comprises the wealth of data you’ve accumulated or sourced about
your visitors, prospects, and customers, including web analytics, market-
ing analytics (campaign ROI as well as revenue attribution), and customer
analytics. New to the game is predictive analytics, which takes thousands of
buying signals to understand a prospect’s propensity to purchase. All of this
Marketing Automation
Marketing automation enables closer relationships with potential buyers
by automating the creation of marketing campaigns and tracking results
across several channels, including paid search, social media, events and
webinars, and the corporate website, which helps marketers to better
understand buyer behavior and content preferences, as well as better track
marketing return on investment.
Key Highlights
Marketers able to manage the complexity of digital transformation will be
the ones to win, and they’ll do that by using the new tools and technologies
themselves to understand buyer behavior; keep on top of data, channels,
and platforms; and do more with less (and more quickly) to generate rev-
enue. One thing is certain: Nothing is simple anymore. Welcome to the new
B2B marketing reality! Let’s take a closer look at the tools and technologies
available to you today.
255
behavior metrics, 31-32 infrastructure, 71-73
in-page analytics, 31 landing pages, building, 65-66
user flows, 29-30 segmented lists, creating, 64-65
vendors, 33 site personalization, 84-85
analyzing test campaigns, 53-54 available resources, identifying, 19
anonymous visitor identification, awards submission, 122
69-70 awareness phase of technology
attribution, 118, 210-211 selection, 19-20
multi-touch model, 211
audience
Custom Audiences
B
(Facebook), 88 B2B conversion funnel. See also
data segmentation, 83-84 buyer journey; funnel dynamics
identifying internal and external analytics approaches, combining,
audience for planning, 93-94 40-41
metrics, 28-30 brand awareness, 107-111
user flows, 29-30 analyst relations, 119-122
site personalization, 84-85 goals, 108-109
automated campaigns, creating, media relations, 111-119
62-63 public relations, 122-126
automation, 14, 22, 59-60 recommended reading, 135-136
automated campaigns, creating, social media, 126-133
62-63 strategies, 109
barriers to success, 60-61 tactics, 109-111
best practices, 75-79 creating, 35-36
e-mail marketing, 66 creative and editorial services,
items to track, 67 192-193
reporting, 67-68 customer retention and loyalty,
190-191
lead management, 68-71
optimizing, 185
anonymous visitor identifica-
tion, 69-70 sales enablement
bi-synchronous CRM integra- following key accounts, 188
tion, 70-71 offering services, 188
grading, 69 providing useful information,
lead activity insight, 70 188
scoring, 68-69 technology tools, 189-190
platforms, 59 training and support, 188
content hosting, 65 working together, 188
evaluating, 61-62 B2B marketing
functionality, testing, 73 agility, need for, 12-13
implementing, 73-74 analytics, 13-14
automation, 14
256 Index
channels, proliferation of, 10-11 trends, 8
defined, 7 data growth, 9-10
experimentation, 14 rapidly changing buyers, 8-9
A/B testing, 47 barriers to marketing automation
best practices, 54-55 success, 60-61
content types, 47 behavior, measuring, 29, 31-32
goals, defining, 48-49 benchmarking, 29
mobile web, 47-48 best practices
multivariate testing, 47 for advisory sessions, 120-121
online resources, 57 for analytics, 39-41
targeting, 47 for content marketing, 165-167
teams, building, 45 for e-mail marketing, 160-162
vendor approaches, 46 for experimentation, 54-55
increasing persuasiveness, 44-45 for marketing automation, 75-79
interviews with marketing pro- for paid search, 177-179
fessionals for targeting, 88-89
Buck, Jane, 213-216 for trade shows, 171-172
Lightman, Stefanie, 216-220 for writing news releases,
MacAaron, Alex, 220-223 112-114
Matera, John, 223-226 bi-synchronous lead management
Riemer, Hans, 227-232 and CRM integration, 70-71
Unruh, Heidi, 232-236 Bizo, 88
marketing team, managing, blogs, 153, 239-240
202-203
scanning, 115-116
day-to-day tasks, 203-206
bounce rate, measuring, 28
personalization, 14
brand awareness, 107-111, 238-239
required skills, 200-202
analyst relations, 119-122
responsibilities of marketers,
11-12 advisory sessions, 120-121
revenue, accountability for, 11 research, 120
roles, 7-8 vendor briefings, 119
speed, need for, 12-13 goals, 108-109
staffing, 199-200 media relations
targeting, 14, 81-82 attribution, 118
technologies, 17-18 blogs, scanning, 115-116
awareness phase, 19-20 briefing the media, 116-117
decision phase, 21 developing news releases,
111-114
evaluation phase, 20-21
getting help, 118-119
implementation phase, 21-22
identifying and training spokes-
research phase, 20-21
people, 116
selecting, 19-22
Index 257
monitoring the marketplace, landing pages, 65-66
115 test campaigns, 52-53
news releases, creating, 111-114 testing programs, 238
pitching news, 114 Building the Perfect Beast: The Igor
public relations Naming Guide—How to Name
awards submission, 122 Companies and Products, 102
byline submission, 123 buyer journey, 142-144
customer advocacy, 124-125 content
industry sponsorship, 124 delivering your message
programs, measuring, 134 through, 149-150
speaking opportunities, 123-124 developing, 145-149
thought leadership, 125-126 content map, 147-149
recommended reading, 135-136 marketing mix, 146-147
social media buyers, 8-9. See also buyer journey
Facebook, 132 byline submission, 123
Google+, 133
LinkedIn, 131
monitoring, 128 C
participation, 128 CAC (customer acquisition
presence in, optimizing, 133 cost), 37
promotion, 126-128 calculating total return on invest-
results of initiatives, measuring, ment, 209
134-135 campaigns
Twitter, 131-132 automated campaigns, creating,
usage policies, 129-130 62-63
YouTube, 132 budgeting, 196
strategies, 109 metrics, 33-34
tactics, 109-111 planning, 51-52
brand protector role, 7 remarketing campaigns, 86
briefing the media, 116-117 test campaigns
Buck, Jane, 213-216 analyzing, 53-54
budgeting, 195-197 building, 52-53
campaigns, 196 case studies, 165
marketing costs per unit of sales, channels, 190
197 campaign metrics, 33-34
spending allocation, 197 proliferation of, 10-11
building selecting, 150-151
e-mail marketing lists, 160 testing, 55
experimentation teams, 45 cloud-based technologies, SaaS, 17
CLV (customer lifetime value), 37
258 Index
combining integrating with marketing auto-
analytics approaches, 40-41 mation, 40
sources of information, 26-27 Custom Audiences (Facebook), 88
competitive overview charts, creat- customer analytics, 36-37
ing, 100 CAC, 37
content. See also content marketing CLV, 37
delivering your message through, identifying customers, 96-97
149-150 Net Promoter Score, 37
developing for buyer journey, customers
145-147 data sources, 26-27
formats, 146 retaining, 190-191
hosting, 65
progressive profiling, 85
types of, 47, 164-165 D
content marketing, 162-167 data
best practices, 165-167 exponential growth in, 9-10
content syndication, 182 out-of-date, 10
contributed articles, 123 segmenting, 82
conversions, 32-33, 44-45. See also databases, marketing automation
B2B conversion funnel platform, 71
Cooper, Keith, 141 day-to-day tasks of marketing
Corporate Identity Guide, 192 team, 203-206
CrazyEgg, 33 decay, 10
creating defining
automated campaigns, 62-63 experimentation goals, 48-49
competitive overview charts, 100 marketing strategies, 103-104
conversion funnel, 35-36 deliverability of email, verifying, 72
leads, management strategy, 18 demand generation, 137-138
marketing goals, 102-103 advertising, 174-183
news releases, 111-114 content syndication, 182
product descriptions, 100 display advertising, 180-181
segmented lists, 64-65 paid search, 175-177
technology specifications, 19 print display, 183
templates, 192 retargeted advertising, 181
creative and editorial services, social advertising, 181-182
192-193 buyer journey, 142-144
creative briefs, 192 content, 149-150
CRM content, developing, 145-149
bi-synchronous lead manage- content map, 147-149
ment integration, 70-71 marketing mix, 146-147
Index 259
channels, selecting, 150-151 descriptive data, 36
content marketing, 162-167 design considerations for websites,
best practices, 165-167 152-153
types of content, 164-165 detractors, 37
direct mail, 172-174 developing a marketing plan
lists, 173 marketing goals, creating,
offers, 173 102-103
packaging, 173 marketing planning cycle, 94-95
e-mail marketing, 158-162 online resources, 105
best practices, 160-162 recommended reading, 105
in-house, 159 sample outline, 243-244
lists, building, 160 situation analysis, 96-102
to rented lists, 159-160 aligning with corporate
through third-party goals, 96
publishers, 160 describing your marketplace,
events, 170-171 96-97
goals, 138 Four Ps of Marketing, 99
lead management, 138-142 messaging, 101-102
improving, 141-142 positioning your company,
lead-to-close process, 139 99-100
MQLs, 140 product naming, 102
SALs, 140 SWOT analysis, 97-98
mobile initiatives, 157-158 strategies, defining, 103-104
nurturing leads, 183-184 direct mail, 172-174
recommended reading, 185-186 lists, 173
trade shows, 167-172 offers, 173
best practices, 171-172 packaging, 173
planning, 168-170 testing, 174
websites, 151-157 display advertising targeting,
blogs, 153 87-88, 180-181
design considerations, 152-153 distributing RFPs, 20
effectiveness of, evaluating,
151-152
establishing authority, 156-157 E
landing pages, 154 e-books, 164
minimizing friction and anxi- editorial services, 192-193
ety, 155-156 Editorial Style Guide, 192-193
SEO, 154-155 effectiveness of marketing automa-
demographics, measuring, 28 tion, measuring, 74
describing your marketplace, 96-97
260 Index
e-mail marketing, 66, 158-162 online resources, 57
best practices, 160-162 platforms, evaluating, 46-48
deliverability of email, targeting, 47
verifying, 72 teams, building, 45
in-house, 159 tools, selecting, 47-48
items to track, 67 vendor approaches, 46
lists, building, 160 external audience, identifying for
personalization, 86-87 planning, 93-94
to rented lists, 159-160
reporting, 67-68
through third-party F-G
publishers, 160 Facebook, 132
engagement, 36 Custom Audiences feature, 88
establishing industry authority, “flicker” effect, 46
156-157 forms, 82
evaluating Forrester, analyst relations play-
effectiveness of websites, 151-152 book, 122
experimentation platforms, 46-48 Four Ps of Marketing, 99
experimentation tools, 47-48 functionality of marketing automa-
marketing automation platforms, tion platform, verifying, 73
61-62 funnel dynamics
technologies, 19-22 measuring success, 208
awareness phase, 19-20 ongoing funnel optimization, 185
decision phase, 21 program metrics, 208-209
evaluation phase, 20-21 goals. See also conversions
implementation phase, 21-22 of analyst advisory sessions, 121
research phase, 20-21 of brand awareness, 108-109
vendors, 20-21 of demand generation, 138
evaluation phase of technology of experimentation, defining,
selection, 20-21 48-49
events, 31, 170-171 marketing goals, creating,
experimentation, 14, 22, 43-44. See 102-103
also testing Google AdWords, 175-177
A/B testing, 47 remarketing campaigns, 86
best practices, 54-55 Google Analytics, 27-33
content types, 47 acquisition metrics, 30-31
goals, defining, 48-49 audience metrics, 28-30
with Google Analytics, 31 behavior metrics, 31-32
mobile web, 47-48 campaign metrics, 33-34
multivariate testing, 47 conversions, 32-33
Index 261
customer analytics, 36-37 industry sponsorship, 124
CAC, 37 infographics, 165
CLV, 37 information
Net Promoter Score, 37 combining sources of, 26-27
in-page analytics, 31 out-of-date, 10
marketing analytics predictive analytics, 27
campaign metrics, 33-34 information briefs, 164
reports, 35 infrastructure
revenue attribution, 34-36 automation functionality, 73
parameters, adding to URLs, marketing automation platforms,
32-33 71-73
predictive analytics, 38 database, 71
Google Display Network, 87-88 e-mail deliverability, 72
Google Experiments, 48 testing, 72-73
Google+, 133 user management, 72
grading lead management, 69 website integration, 71
ingredients for successful market-
ing team, 202-203
H-I in-house e-mail marketing, 159
hosting content, 65 in-page analytics, 31
hypotheses, testing, 50 insight, lead activity insight, 70
ideas integrated marketing platforms, 23
prioritizing, 51-52 integrating
sourcing, 49-50 lead management and CRM,
identifying 70-71
available resources, 19 marketing and technology, 17-18
customers, 96-97 marketing automation and
key players for planning, 93-94 CRM, 40
spokespeople, 116 internal audience, identifying for
technology goals, 19 planning, 93-94
visitors, 69-70 interviews with marketing profes-
implementation phase of technol- sionals
ogy selection, 21-22 Buck, Jane, 213-216
implementing Lightman, Stefanie, 216-220
analytics, 38-39 MacAaron, Alex, 220-223
marketing automation platforms, Matera, John, 223-226
73-74 Riemer, Hans, 227-232
improving Unruh, Heidi, 232-236
leads, 141-142
persuasiveness in marketing,
44-45
262 Index
J-K bi-synchronous CRM integra-
tion, 70-71
key accounts, following, 188 grading, 69
key players, identifying for market- lead activity insight, 70
ing planning, 93-94 scoring, 68-69
Keynote Systems, 251 marketing team, 202-203
KISSmetrics, 33 marketing analytics, 33-36
KPIs (key performance indicators), campaign metrics, 33-34
34-35 KPIs, 34-35
reports, 35
L revenue attribution, 34-36
marketing automation, 14,
landing pages, 154 59-60, 238
building, 65-66 automated campaigns, creating,
lead management, 68-71, 138-142 62-63
anonymous visitor identification, barriers to success, 60-61
69-70 best practices, 75-79
bi-synchronous CRM integra- effectiveness of, measuring, 74
tion, 70-71 e-mail marketing, 66
creating a strategy for, 18 items to track, 67
grading, 69 reporting, 67-68
improving, 141-142 integrating with CRM, 40
lead activity insight, 70 lead management, 68-71
MQLs, 140 anonymous visitor identifica-
nurturing leads, 183-184 tion, 69-70
SALs, 140 bi-synchronous CRM integra-
scoring, 68-69 tion, 70-71
lead-to-close process, 139 grading, 69
Lightman, Stefanie, 216-220 lead activity insight, 70
LinkedIn, 131 scoring, 68-69
advertising targeting, 88 platforms, 59
loyalty, 190-191 content hosting, 65
evaluating, 61-62
functionality, testing, 73
M implementing, 73-74
MacAaron, Alex, 220-223 infrastructure, 71-73
managing landing pages, building, 65-66
leads, 18, 68-71, 138-142 recommended reading, 79
anonymous visitor identifica- segmented lists, creating, 64-65
tion, 69-70 site personalization, 84-85
Index 263
marketing plan, developing, 239 media relations, 109-110
marketing goals, creating, attribution, 118
102-103 blogs, scanning, 115-116
marketing planning cycle, 94-95 briefing the media, 116-117
online resources, 105 developing news releases,
recommended reading, 105 111-114
sample outline, 243-244 getting help, 118-119
situation analysis, 96-102 pitching news, 114
aligning with corporate spokespeople, identifying and
goals, 96 training, 116
describing your marketplace, messaging, 101-102
96-97 metrics
Four Ps of Marketing, 99 acquisition metrics, 30-31
messaging, 101-102 audience metrics, 28-30
positioning your company, CAC, 37
99-100 campaign metrics, 33-34
product naming, 102 CLV, 37
SWOT analysis, 97-98 conversions, 32-33
marketplace KPIs, 34-35
monitoring, 115, 128 Net Promoter Score, 37
participating in, 128 program metrics, 208-209
Maslow's hierarchy of needs, 44 minimizing friction and anxiety,
Matera, John, 127, 223-226 155-156
measuring mobile analytics, 29
behavior, 29 mobile initiatives, 157-158
bounce rate, 28 monitoring
conversions, 32-33 marketplace, 115, 128
demographics, 28 solutions, 21-22
effectiveness of marketing auto- MQLs (marketing-qualified leads),
mation, 74 36, 140
page views, 28 multi-touch model, 211
public relations results, 134
multivariate testing, 47
sessions, 28
social media initiative results,
134-135 N
success, 207-208
NAICS (North American Industrial
total return on investment, Classification System), 97
209-210
Net Promoter Score, 37
traffic, 28
264 Index
NetAid, Akamai Technologies participating in the marketplace
sponsorship of, 245-246 conversation, 128
marketing communication tools passives, 37
collateral, 250 personalization, 14, 22, 81-82
online marketing, 249 advertising personalization,
partner marketing, 250 87-88
press conferences, 249 best practices, 88-89
press releases, 248-249 e-mail personalization, 86-87
special events, 250-251 site personalization, 84-85
results, 251 persuasiveness, increasing, 44-45
strategic communications plan- pitching news, 114
ning, 247 planning, 93
timeline, 247-248 campaigns, 51-52
news releases, creating, 111-114 marketing planning cycle, 94-95
nurturing leads, 183-184 trade shows, 168-170
whom to involve, 93-94
O platforms, 23
experimentation platforms,
offering services, 188 evaluating, 46-48
online publications, 239-240 marketing automation, 59
online resources automated campaigns, creating,
for experimentation, 57 62-63
for marketing plans, 105 content hosting, 65
optimization, 44 implementing, 73-74
analysis and reporting, 53-54 infrastructure, 71-73
idea intake, 50-51 landing pages, building, 65-66
idea sourcing, 49-50 segmented lists, creating, 64-65
taking action, 54 testing, 72-73
test campaigns, building, 52-53 podcasts, 165
Optimizing Your Relationships with Positioning: The Battle for Your
Gartner Analysts, 121 Mind, 100
outlining time frame for buying positioning your company, 99-100
cycle, 19-20 post hoc segmentation, 53
out-of-date information, 10 potential solutions, researching,
19-20
P practicing database hygiene, 75-76
predictive analytics, 27, 38
page views, measuring, 28
print display, 183
paid search, 175-177
prioritizing ideas, 51-52
best practices, 177-179
product demos, scheduling, 20
parameters, adding to URLs, 32-33
Index 265
product descriptions, creating, 100 reports
product marketing, 189 marketing analytics reports, 35
product naming, 102 visual reporting, 39
program metrics, 33-34, 208-209 research phase of technology selec-
progressive profiling, 85 tion, 20-21
proliferation of channels, 10-11 resources, identifying, 19
promoters, 37 responsibilities of marketers, 11-12
prospects retaining customers, 190-191
advertising targeting, 87-88 retargeted advertising, 85-86, 181
audience data, segmenting, 83-84 ReTargeter Search, 87
data sources, 26-27 revenue
site personalization, 84-85 accountability for, 11
targeting, 82 budgeting, 195-197
providing useful information to campaigns, 196
sales team, 188 marketing costs per unit of
public relations programs for sales, 197
brand awareness, 110-111 spending allocation, 197
awards submission, 122 revenue creator role, 7
byline submission, 123 review processes, strengthening, 78
customer advocacy, 124-125 RFPs (requests for proposal),
industry sponsorship, 124 distributing, 20
results, measuring, 134 Riemer, Hans, 227-232
speaking opportunities, 123-124 Ries, Al, 100
thought leadership, 125-126 ROI (return on investment), mea-
publications, 239-240 suring total return on investment,
209-210
roles in B2B marketing, 7-8
Q-R
Qualaroo, 33
Raspberry, William, 113 S
reach. See brand awareness SaaS (Software as a Service), 17
recommended reading sales enablement
for analytics, 41 following key accounts, 188
for brand awareness, 135-136 offering services, 188
for demand generation, 185-186 providing useful
for marketing automation, 79 information, 188
for marketing plans, 105 technology tools, 189-190
for staffing, 206 training and support, 188
references, checking, 21 working together, 188
rented lists, 159-160 sales team, aligning, 76-77
266 Index
SALs (sales-accepted leads), 36, 140 positioning your company,
sample marketing plan outline, 99-100
243-244 product naming, 102
scanning blogs, 115-116 SWOT analysis, 97-98
scarcity, 45 skills needed for marketing,
scheduling product demos, 20 200-202
scoring lead management, 68-69 social media
advertising targeting, 88, 181-182
segmented lists, creating, 64-65
brand awareness, 111
segmenting
Facebook, 132
audience data, 82-84
Google+, 133
test results, 53-54
hygiene, practicing, 75-76
selecting
LinkedIn, 131
channels, 150-151
monitoring, 128
experimentation tools, 47-48
participation, 128
technologies, 19-22
presence in, optimizing, 133
awareness phase, 19-20
promotion, 126-128
decision phase, 21
results of initiatives, measuring,
evaluation phase, 20-21 134-135
implementation phase, 21-22 Twitter, 131-132
research phase, 20-21 usage policies, 129-130
sentiment, 36 YouTube, 132
SEO (search engine optimization), social proof, 122
154-155
solutions. See also technologies
service provider role, 8 implementing, 21
services, offering, 188 monitoring, 21-22
sessions, measuring, 28 researching, 19-20
setting up marketing automation sources of information
platform, 73-74 combining, 26-27
SiriusDecisions, 140 turning into insights, 39
site content metrics, 31 specifications for technologies,
site personalization, 84-85 creating, 19
site speed metrics, 31 speed, need for, 12-13
SiteSpect, 48 spending allocation for
situation analysis, 96-102 budgets, 197
aligning with corporate goals, 96 spokespeople, identifying and
describing your marketplace, training, 116
96-97 SQLs (sales-qualified leads), 36
Four Ps of Marketing, 99 SQOs (sales-qualified opportuni-
ties), 36
Index 267
staffing, 199-200 for sales enablement, 189-190
marketing team, managing selecting, 19-22
day-to-day tasks, 203-206 awareness phase, 19-20
ingredients for successful mar- decision phase, 21
keting team, 202-203 evaluation phase, 20-21
recommended reading, 206 implementation phase, 21-22
training, 206 research phase, 20-21
recommended reading, 206 specifications, creating, 19
training spokespeople, 116 targeting, 14
strategic partner role, 7 templates, creating, 192
strategies testing
for brand awareness, 109 A/B testing, 47
for lead management, ad hoc segmentation, 53
creating, 18 building a testing program, 238
marketing strategies, defining, channels, 55
103-104 direct mail, 174
strengthening review processes, 78 hypotheses, 50
success marketing automation platforms,
ingredients for successful mar- 72-73
keting team, 202-203 multivariate testing, 47
in marketing automations, barri- optimization
ers to, 60-61 analyzing, 53-54
measuring, 207-208 idea intake, 50-51
SWOT analysis, 97-98 idea sourcing, 49-50
planning and prioritization,
51-52
T taking action, 54
targeting, 14, 22, 47, 81-82 test campaigns, building, 52-53
advertising targeting, 87-88 post hoc segmentation, 53
on social media, 88 tools, selecting, 47-48
audience data, segmenting, 83-84 third-party publishers, 160
best practices, 88-89 thought leadership, 125-126
visitors, 85-86
time frame for buying cycle, outlin-
technologies, 13-14 ing, 19-20
analytics, 13-14 topics of discussion for media
experimentation, 14 briefs, 116-117
goals of, identifying, 19 total return on investment, mea-
marketing automation, 14 suring, 209-210
personalization, 14 tracker subdomains, 71
SaaS, 17 tracking code, 71
268 Index
tracking e-mail marketing, 67 visitors
trade shows, 167-172 anonymous visitor identification,
best practices, 171-172 69-70
planning, 168-170 bounce rate, 28
traffic, measuring, 28 measuring traffic, 28
training, 188 targeting, 85-86
as competitive advantage, 206 visual reporting, 39
spokespeople, 116 Visual Website Optimizer, 48
trends in B2B marketing, 8
data growth, 9-10 W
rapidly changing buyers, 8-9
web analytics, 27-33
Trout, Jack, 100
acquisition metrics, 30-31
Twitter, 131-132
audience metrics, 28-30
behavior metrics, 31-32
U-V conversions, measuring, 32-33
Google Analytics, 27-33
UNDP (United Nations Develop-
ment Programme), 245 in-page analytics, 31
user flows, 29-30
Unruh, Heidi, 232-236
vendors, 33
URLs, adding parameters, 32-33
webinars, 164
usage policy for social media,
129-130 websites, 151-157
advisory and research firms, 240
user flows, 29-30
blogs, 153
user management, 72
design considerations, 152-153
USP (unique selling proposi-
effectiveness of, evaluating,
tion), 101
151-152
validating data, 76 establishing authority, 156-157
vendors “flicker” effect, 46
approaches to experimentation, landing pages, 154
46 minimizing friction and anxiety,
briefings, 119 155-156
evaluating, 20-21 mobile, 47-48
for web analytics, 33 SEO, 154-155
verifying site personalization, 84-85
data, 76 tracker subdomains, 71
e-mail deliverability, 72 tracking code, 71
functionality of marketing auto- visitors, retargeted advertising,
mation platform, 73 85-86
Index 269
whitepapers, 164
wire services, 112
writing news releases, 112-114
Editorial Style Guide, 192-193
X-Y-Z
YouTube, 132
Ziner, Wendy, 246
270 Index