Recommended Books for the B2B Marketer
People ask me for advice about B2B Web marketing, SEO, social media, creating Web content and Web analytics, and when they ask, I often refer them to books I've read that have helped me -- and which I've included below.
A few are "old" in that they were written before the Internet. I list them because the information they contain is timeless. Others are brand new and should be included on every B2B marketer's bookshelf. When you click on the link, you'll be taken directly to Amazon.
Web Content, Web Marketing, SEO and Web Analytics
E-Marketing Strategies for the Complex Sale by Ardath Albee -- In this book Ardath Albee explains why it's important to create an e-marketing strategy around content -- and how to use content to move prospects along the sales cycle. She explains how to create content based on personas, integrate content with social media, and how to track conversions via marketing automation tools.
The Elements of Copywriting: The Essential Guide to Creating Copy that Gets the Results You Want by Gary Blake and Robert W. Bly -- This is my favorite, and most referred to, "Bly" book on B2B copywriting. It's concise, well-organized and a great resource for experienced and "newbie" B2B copywriters alike.
Type and Layout: Are You Communicating or Just Making Pretty Shapes by Colin Wheildon -- Formerly known as, "Type and Layout: How typography and design get your message across -- or get in the way," Wheildon's book, published in 1995 (and out of print until recently), irrefutably proves how poor typographic choices can lose you readers. Because publication of Wheildon's first edition was so limited, most graphic designers and marketers are unaware of his research findings and as a result, make shockingly poor typographic choices. The result? If they aren't reading your stuff, they aren't buying it. Get it, read it, and prosper. You'll never look at design the same way again.
Don't Make Me Think: A Common Sense Approach to Web Usability by Steve Krug -- It's a fact: People won't use your Web site if they can't find their way around it. If you're a marcom professional who "shares" a corporate Web site with IS or IT, Krug's book is your sword and shield. With information on everything from "designing for scanning" to "breadcrumbs" and home page "real estate," Krug shows you the why's and how's of effective Web design.
Search Engine Visibility, Second Edition by Shari Thurow -- Another "must-read" for anyone responsible for a Web site (or has clients who are), this book shows you how to design a site that is search engine and people friendly. You'll learn what pitfalls to avoid from the beginning so you can deliver a more effective site design.
Web Analytics Demystified by Eric T. Peterson -- Based on my experience working with clients, Web analytics is still a "voodoo science." Peterson removes the mystique surrounding Web data and tells you what to look for, how to analyze it, and then how to put your data to work. Although somewhat technical, it's an excellent reference book for the marcom "layperson" responsible for showing ROI on a corporate site.
Google Analytics, 3rd Edition by Jerri Ledford, Joe Teixeira, and Mary Tyler -- If you use Google Analytics, this is the book to read on how to best use GA, analyze the data, and put it to business use.
Social Media
Twitter Power: How to Dominate Your Market One Tweet at a Time by Joel Comm -- Excellent how-to book for people new to Twitter. Also lots of "nice to knows" for already Twitter-savvy peeps.
E-mail Marketing
Permission-based E-mail Marketing that Works by Kim MacPherson -- As one reviewer said, it would be great if Ms. MacPherson updated this book. However, it's still a good resource for anyone new to email marketing as it gives complete information on everything from copy how-to's to case studies.
Email Marketing: Using Email to Reach Your Target Audience and Build Relationships by Jim Sterne and Anthony Priore -- Another good reference book for businesses who want to use e-mail and/or online marketing to increase sales.
General Business Books
WAYMISH: Why Are You Making It So Hard . . . for me to give you my money by Ray Considine and Ted Cohn -- I bought this book after hearing Considine speak at a NEDMA conference. Not only was he funny, he's also brilliant. And, so is his book. I often recommend this book to clients and in fact, no longer have my signed copy because I gave it to a client who needed it more than I.
The DMA Lead Generation Handbook by Ruth P. Stevens -- B-to-B marketers and sales executives agree on one thing: quality leads are the cornerstone of a successful business. This clear and focused resource shows you how to get the most out of your lead generation programs from budgeting and planning to execution and tracking. This book is available from the DMA (and is a little pricey if you're not member) but if you're new to direct marketing and B-to-B lead generation, it's one book you'll refer to repeatedly.
TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise and Sell Technology Products by Chuck Pettis -- Another great book for B-to-B marketers, this one defines the concept of branding, discusses building long-term brand equity, and spends an entire chapter on the difference between consumer and "techno" branding. Although a little dated (it was written in 1995), the information and strategies are still relevant.
