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A Practitioner's Guide to Account-Based Marketing
Accelerating Growth in Strategic Accounts
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A Practitioner's Guide to Account-Based Marketing
$8399
Unit price
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This book is ideal for B2B marketers, marketing leaders, and professionals aiming to implement or enhance account-based marketing strategies within complex, large-scale organisations.
Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts.
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Description
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.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
Praised as the definitive guide on ABM, John Gallagher of IBM Services calls it the 'Account-Based Marketing (ABM) Bible' and essential reading for serious ABM practitioners. Stephanie Winters McConnell from Accenture highlights the book's clear explanation of aligning marketing and account teams to deliver client value, deeming it 'essential reading.' Reviews emphasise its practical and strategic insights for building and scaling effective ABM programmes that produce strong business outcomes.
Book Details
INFORMATION
ISBN: 9781398600874
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 June 2021
Country: United Kingdom
Imprint: Kogan Page Ltd
Edition: 2nd Revised edition
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Spine width: 20.0mm
Width: 155.0mm
Height: 235.0mm
Weight: 460g
Pages: 312
About the Author
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.
Also by Bev Burgess
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