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The Knowledge Bank – best practice portal
The Knowledge Bank is an essential, dedicated and FREE resource for B2B marketers, targeted at key areas of
interest and designed to provide highly focused content to help marketers better meet their objectives. Each
Knowledge Bank area contains a wealth of accessible, practical content; case studies demonstrating best practice
and strategies for success; recent related features; news; links to other resources; and much more
Customer Insight
NEW
Search
NEW
Data
The key to maximising the potential The Internet is the number one How to buy, develop and manage an
of business customers is through business tool of the 21st century, and effective B2B marketing database.
analytics and insight programmes. this Knowledge Bank is dedicated to
This Knowledge Bank focuses on how helping you make the most of it, How to... collect data to build a viable
customer insight can be used to ramp through techniques such as search marketing database for ongoing
up the effectiveness of marketing and marketing, online advertising, web communication activity
drive up profitability. analytics and online optimisation.
Case study: Segmetrix’s B2B Marketing
How to... profile your customer base and How to... Choose the right keywords for Award winning campaign for technology
boost profit and performance, including an effective AdWords campaign. giant Nortel from 2008.
Identification and targeting of primary www.b2bm.biz/knowledgebank/data
target groups. How to... monitor and optimise pay per
click performance, plus understanding
How to... avoid credit risk and fraud. and maximising quality scores.
Brand
Using predictive analysis and credit
scoring to hone your marketing and How to... choose a relevant landing page Strategies for developing, managing
refine your prospect pool. for your PPC campaign, including content and communicating strong brands.
development and effective navigation.
How to... target the right person at the How to... communicate the importance
right point in the buying cycle – Case study: UFI Learndirect Business of branding to a potentially sceptical
sometimes referred to as the ‘holy grail’ used PPC to drive up exposure of its internal audience.
of B2B marketing. training services to SMEs.
Case study: Affiniti was the new identity
Case study: Serendipity2 helped Coca Case study: Backup Technologies’ B2B created following the merger of telecoms
Cola to enhance its channel marketing Marketing Award-winning campaign companies Kingston and Omnetica.
activity with a sophisticated database. using Google Adwords. www.b2bm.biz/knowledgebank/brand
Case study: Rapid Racking worked with Case study: How Screwfix uses pay-per-
Blue Sheep to extend its reach and drive click to reach its audience of independent
Email
greater sales of its storage systems. tradesmen.
Guidance on effective and strategic
Feature: Does demand generation Feature: What is ‘universal search’? emarketing to B2B decision makers.
represent a new paradigm in focused, Why and how does it create new
relevant marketing? opportunities for your brand to leverage How to... measure the effectiveness of
search engine optimisation? your email marketing, and understand
Feature: What is propensity modelling, the various metrics available.
and how does it help you find out more Feature: How to leverage online PR to
about your customer base? help enhance your brand’s visibility and Case study: Base One’s interactive viral
drive more web traffic. campaign for Rackspace, called ‘Old
Feature: Customer maximisation – how timer’s machine’.
to upsell and cross sell to SME customers Feature: How Google’s new AdWords www.b2bm.biz/knowledgebank/email
in difficult times. trademark policy may affect your search
marketing and impact on your brand.
www.b2bm.biz/knowledgebank/
customerinsight www.b2bm.biz/knowledgebank/search
For the full in-depth list of content, go to www.b2bm.biz/knowledgebank
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