Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue

ISBN-13: 9781119572008 / Angielski / Twarda / 2019 / 224 str.

Chris Golec

Spis treści

Chapter 1 The Sweet Spot 1Is This Book for You? 3What Would a World-Class Marketing Strategy Include? 4Pushback 6Key Gains of an ABM Strategy 11How to Make a Smooth Transition into ABM 13Chapter 2 Building Blocks 15Organizational Benefits of ABM 15One Size Never Fits All 17Data Is at the Core of an ABM Strategy 20The Six Areas of Faocus for ABM 22ABM Maturity Model 33Key Transformations of an ABM Strategy 36Chapter 3 Getting Buy-In 39What 1878 Can Teach Us 40Getting ABM Off the Ground 41Next Step: Alignment 47Everyone Will Get to Flex Some New Muscles 51Your New Compass Heading 53Chapter 4 Your Target Account List 59Beginning the List Process 60Secure Provisional Agreement 64Update Your List Regularly 65Begin to Embed the List in Your Systems 66Segmenting Your Target Account List 67Set Your Goals 70Expanding Your Target Account List 70Customers, Partners, and Your Target Account List 73The 30-60-90-Day Plan 77Chapter 5 Attracting Your Target Accounts 79Marketing Automation Systems 80Account-Based Advertising 80Case Study: Progress 85What About Retargeting? 86Field Marketing 88Getting Social 90Your Event Strategy 90Webinars 92Content Marketing 93Defining Your Initial ABM Attraction Strategy 97Chapter 6 Boosting Engagement 99The Net and the Dart 100Personalize the Message 101Seven Steps to Phasing in Website Personalization 106Chapter 7 Converting and Closing 109Signals and the Buying Journey 110Heat Maps Deliver Insights 111On-Page Signals to Watch for 112The Great Gate Debate 114Ways to Increase the Likelihood of a Conversion 116Best Practices for Webinar Conversions 121Lowering the CTA Bar 123Case Study: Iron Mountain 124Closing Accounts 125Chapter 8 Measuring What Matters 129Attribution 130Three Levels of Measurement 131Establishing Goals and Incentives 139Reporting Your Results 143Chapter 9 Scaling Your ABM Efforts 149Six Questions to Ask Yourself 150Your ABM Playbook Is Crucial 155Five Ways to Find the Budget for ABM 164Orchestration 167Chapter 10 Enhancing ABM with Technology 171Identify Current Gaps 172The ABM Tech Stack 173Infrastructure Technologies 173Account Selection Technologies 176Engagement Technologies 177Sales-Enablement Technologies 180Measurement Technologies 181Four Considerations to Keep in Mind 183Take It Step by Step 184Chapter 11 Guiding ABM Ever Higher 187The Top Eight Signs that Your ABM Strategy Might Be in Trouble 188Two Interesting Questions 191CA Technologies Case Study 193What's on the Horizon for ABM 195Acknowledgements 199Index 201

O autorze

Chris Golec (www.demandbase.com, Chicago, IL) the founder and CEO of Demandbase, a leader in the white-hot Account-Based Marketing space. Demandbase makes it possible for businesses to deliver personalized ads to people at specific companies across the web, and then help tailor the messages on their website to convert these companies to customers.Peter Isaacson (www.demandbase.com; San Francisco, CA) is the CMO of Demandbase, and has deep experience with international marketing across Europe and Asia.Jessica Fewless (www.demandbase.com; San Francisco, CA) is the Vice President at Demandbase and played a key role in executing Demandbase's Account Based Marketing strategy. Jessica has worked with organizations to build, hone, and measure the success of their ABM strategies, from building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy.