Bev Burgess, Dave Munn

A Practitioner's Guide to Account-Based Marketing (eBook, ePUB)

Accelerating Growth in Strategic Accounts

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 312
• Erscheinungstermin: 3. Juni 2021
• Englisch
• ISBN-13: 9781398600898
• Artikelnr.: 61961492

Autorenporträt

Bev Burgess, Dave Munn

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

Rezensionen

"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