About this product

Product Identifiers

PublisherKogan Page, The Limited

ISBN-101398600873

ISBN-139781398600874

eBay Product ID (ePID)16050093509

Product Key Features

Number of Pages312 Pages

LanguageEnglish

Publication NamePractitioner's Guide to Account-Based Marketing : Accelerating Growth in Strategic Accounts

SubjectSales & Selling / Management, Marketing / General, Commerce

Publication Year2021

TypeTextbook

AuthorDave Munn, Bev Burgess

Subject AreaBusiness & Economics

FormatTrade Paperback

Dimensions

Item Height0.1 in

Item Weight16.5 Oz

Item Length0.9 in

Item Width0.6 in

Additional Product Features

Edition Number2

Intended AudienceCollege Audience

LCCN2021-012978

ReviewsThis book shows in clear steps how all B2B businesses can benefit from taking an outside-in approach to engaging with their most important clients. If you want to take a focused and cost-effective approach to accelerate your organic growth, then read this book., Burgess and Munn have written a must-read primer for anyone considering account-based marketing. Read this book and learn from the best., As this valuable book emphasizes, the alignment of key account management and ABM brings exceptional competitive value by ensuring that strong customer relationships are at the heart of strategic philosophy and operational focus. This book is a step-by-step guide to not just getting it right but persuading everyone why this approach is so critical to success., If you are looking for guidance on how to create an effective B2B marketing strategy to build deeper and mutually valuable relationships with customers, buy this book., The digital transformation of B2B marketing has added to the complexity of a discipline that requires even more specific and relevant experiences for targeted accounts. Luckily for us all, Burgess and Munn have evolved what is already an indispensable guide to ABM to include essential updates in strategy and best practices that will power B2B marketing success stories for years to come., The first edition of this book was one of the best resources out there, and the second edition is even better: It's chock-full of best practices honed from years of working with the most sophisticated clients in the world, and even has career advice on the skills you need to develop to be a good account-based marketer. If an account-based strategy is part of your go-to-market, you owe it to your company - and yourself - to read this as soon as possible., ABM has come such a long way in such a short space of time, but Bev Burgess remains its biggest and best advocate and evangelist. She has been pivotal in its development to date, and without a doubt, will be the centre of how it continues to evolve (in an accelerated way) into the future. If you only ever read one book about ABM, make sure it's this one., Bev Burgess and Dave Munn have humbly titled this work A Practitioner's Guide to Account-Based Marketing , but it might be better called The Account-Based Marketing (ABM) Bible, such is their pre-eminence and knowledge of this topic. It is a must-use reference for anyone serious about leading or being part of a successful ABM team, and given client expectations around account-level marketing engagement, it should also be considered critical for every B2B marketer., This second edition is a must-read for any ABM-er who is taking executive engagement seriously. This was important before; it is critical now., Once again, Bev Burgess, with David Munn, has produced the definitive guide to delivering measurable impact through ABM. As ABM becomes a mainstream element of every B2B brand's marketing strategy, this is a must-read for any progressive marketer., ABM puts the customer at the heart of your marketing strategy. This excellent book explains how to build and scale an ABM programme that is right for your business and gives a step-by-step guide to creating integrated plans that deliver great business outcomes for you and your customers., At Accenture, the fundamental principles of ABM have been a strategic reality for a long time. We understood the critical need to ensure marketing and account teams align to deliver client value. This book is a brilliant exposition on why, how and when to do it. It truly is essential reading., Once again, Bev Burgess, with David Munn, has produced THE definitive guide to delivering measurable impact through ABM. As ABM becomes a mainstream element of every B2B brand's marketing strategy, this is a must-read for any progressive marketer., A must-read for all B2B marketing leaders! Whether you're a CMO driving revenue and growth, needing to stay relevant with the latest marketing strategies at your disposal, or an emerging marketing leader looking to advance your personal career development and potential, this is your must-read practical marketing guide this year., Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters.

Dewey Edition23

TitleLeadingA

IllustratedYes

Dewey Decimal658.804

Table Of Content* Section - ONE: Setting up an account-based marketing programme; * Section - 01: The essentials of account-based marketing; * Section - 02: Building the right foundations for account-based marketing; * Section - 03: Investing in the right tools and technologies; * Section - 04: Deciding which accounts to focus on; * Section - 05: The ABM adoption model; * Section - TWO: Account-based marketing step by step; * Section - 06: Knowing what is driving the account; * Section - 07: Playing to the client's needs; * Section - 08: Mapping and profiling stakeholders; * Section - 09: Developing targeted value propositions; * Section - 10: Planning integrated sales and marketing campaigns; * Section - 11: Executing integrated campaigns; * Section - 12: Evaluating results and updating plans; * Section - THREE: Developing your career as an account-based marketer; * Section - 13: The competencies you need to do account-based marketing; * Section - 14: Managing your ABM career; * Section - 15: Index

SynopsisAs some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Microsoft, Accenture, O2 and Fujitsu, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing., Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts., As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.

LC Classification NumberHF5415.13