The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy

Part IV: Appendices

Here you find a solid outline of a corporate marketing plan that serves as a mirror to the chapters in this book; use it to organize your planning, and you’ll find yourself rewarded with a full-funnel marketing plan that will help you achieve your goals. In addition, I’ve included a case study on my time as Marketing Programs Manager at Akamai Technologies, helping to manage the company’s sponsorship of NetAid. It’s a powerful story of how cause marketing can help a B2B company communicate its most important messages.