[May 04, 2015] |
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New Book from Chief Marketing Officer of Leading Optimization Solutions Provider SiteSpect Describes Trends, Tools, and Techniques to Succeed in the Digital Economy
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 te 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 (News - Alert) in 2005 with high-impact, cost-effective
marketing initiatives that consistently achieved brand recognition,
marketplace differentiation, and customer acquisition and loyalty. For
Akamai (News - Alert) 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 (News - Alert): http://twitter.com/kimannking
About SiteSpect
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 (News - Alert), Urban
Outfitters, Wayfair, Overstock.com, and leading financial services and
media companies. For more information, visit www.sitespect.com or
call 617-859-1900.
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