A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts

ISBN-13: 9781398600874 / Angielski / Miękka / 2021 / 312 str.

Bev Burgess; Dave Munn

Opis

Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts

Recenzje

"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." John Gallagher, CMO, IBM Services

Spis treści

• 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

O autorze

Bev Burgess, based in Kent, UK, is Founder and Managing Principal at Inflexion Group. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Since she codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth using ABM techniques through her consulting, training and thought leadership. Dave Munn, based in Massachusetts, US, is a recognized thought leader in B2B services and solutions marketing. As President and CEO of ITSMA, he has led the way in defining and inspiring excellence within the ITSMA global community. Dave helped pioneer the discipline of Account-Based Marketing (ABM) in the early 2000s and is co-author of the first and second edition of, A Practitioner's Guide to Account-Based Marketing.