Practitioner's Guide to Account-Based Marketing

Accelerating Growth in Strategic Accounts
2. Auflage 2021
ISBN: 978-1-3986-0087-4
Verlag: Kogan Page

Buch, Englisch, 312 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 705 g

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.

Autoren/Hrsg.

Burgess, Bev

Munn, Dave

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Burgess, Bev
Bev Burgess, based in Kent, UK, is Founder and Managing Principal at Inflexion Group. 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. Since she codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth using ABM techniques through her consulting, training and thought leadership.

Munn, Dave
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.

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 .