Account-Based Marketing For Dummies

ISBN-13: 9781119224853 / Angielski / Miękka / 2016 / 384 str.

Sangram Vajre

Opis

Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.

• Align your sales and marketing teams for greater success in your ABM efforts
• Analyze data to identify key accounts
• Target your messages for real-time interaction
• Integrate your campaign with marketing automation software

If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered

-Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book.-- David Raab, Founder at Raab Associates

-If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too.- - Megan Heuer, Vice President and Group Director, SiriusDecisions

-Like a Hollywood agent, marketing's job is to get sales the 'audition, ' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how.- - Joe Chernov, VP of Marketing at InsightSquared

-Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how.- - Scott Brinker, Author of Hacking Marketing

-Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results.- - Sean Zinsmeister, Senior Director of Product Marketing, Infer

-The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike.- Scott Vaughan, CMO, Integrate

Spis treści

Foreword xvii

Introduction 1

Part 1: Getting Started with Account–Based Marketing 7

CHAPTER 1: Introducing the Basics of Account–Based Marketing 9

CHAPTER 2: Making the Case for Account–Based Marketing 19

CHAPTER 3: Aligning Sales and Marketing 31

CHAPTER 4: Selecting Tools 45

Part 2: Identifying Accounts for Marketing 67

CHAPTER 5: Targeting Your Best–Fit Accounts 69

CHAPTER 6: Fueling the Account–Based Marketing Engine 81

CHAPTER 7: Qualifying Your Target Accounts 99

Part 3: Expanding Contacts Into Accounts 111

CHAPTER 8: Reaching the Right People in Target Accounts 113

CHAPTER 9: Using Marketing Automation for Your Account Strategy 125

CHAPTER 10: Distilling the Key Roles of "Smarketing" 141

Part 4: Engaging Accounts on Their Terms 155

CHAPTER 11: Generating Velocity for Sales 157

CHAPTER 12: Personalizing the Buyer′s Channel 171

CHAPTER 13: Developing Content for Campaigns 191

CHAPTER 14: Executing ABM: A Playbook 215

Part 5: Turning Customers Into Advocates 237

CHAPTER 15: Elevating the Buyer to Customer Journey 239

CHAPTER 16: Valuing Customer Advocacy 249

CHAPTER 17: Aligning Marketing, Sales, and Customer Success 267

Part 6: Putting It All Together 283

CHAPTER 18: Measuring the Success of Campaigns 285

CHAPTER 19: Tracking Metrics for Every Account 301

Part 7: The Part of Tens 311

CHAPTER 20: Ten Reasons B2B Companies Need Account–Based Marketing 313

CHAPTER 21: Ten Obstacles Facing Account–Based Marketing 319

CHAPTER 22: Ten Account–Based Marketing Blogs to Read 325

CHAPTER 23: Ten ABM Thought Leaders to Follow 331

Index 337

O autorze

Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co–founding Terminus, a SaaS platform for account–based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.

Blurb

• Identify best–fit accounts and personas
• Engage decision makers and influencers on their terms
• Accelerate your marketing and sales pipeline

Changing the B2B marketing game

Buyers have changed the B2B marketing game and meeting their ever–changing demands can feel like an uphill battle. Packed with expert tips, this down–to–earth guide shows you how to keep afloat in today′s highly digitized world, as account–based marketing is laser–focused B2B marketing. Using ABM, your "smarketing" team can accelerate pipeline velocity to generate more revenue from your best–fit prospects and customers.

Inside

• Identify best–fit accounts
• Expand your reach
• Align marketing & sales
• Develop killer content
• Engage customers
• Execute an ABM playbook
• Measure your success
• Grow new revenue
• Turn customers into advocates