Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Bev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. 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. Based near London, UK, she is also the author of Account-Based Growth and Executive Engagement Strategies, both published by Kogan Page. 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.
Inhaltsangabe
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
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
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