A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts - Softcover

Burgess, Bev; Munn, Dave

Softcover

ISBN 10: 0749479892 ISBN 13: 9780749479893

Publisher: Kogan Page, 2020

Synopsis

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. It is typically employed in enterprise level sales organizations, basically treating large companies as markets in themselves, joining forces across sales, marketing, R&D, etc. ABM focuses explicitly on individual client accounts and their needs. More importantly, it is a collaborative approach that engages sales, marketing, delivery, and key executives towards achieving the client's business goals.

A Practitioner's Guide to Account-Based Marketing includes case studies from practicing professionals working in account-based marketing, including pioneering companies such as BT, Cisco, Cognizant, Fujitsu, Hewlett-Packard and more. It explores the development of account-based marketing as a business practice, including the lessons learned by the pioneers of the approach, and the pitfalls that those implementing it should avoid. It gives a step-by-step process for those wishing to set up an account-based marketing program, and use it tactically to accelerate growth in strategic accounts. An emphasis on practicality, an accessible and pragmatic tool for those who want a holistic guidebook to dip in and out of as they develop careers in ABM.

About this title

Review

"The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable book. It is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it." (Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management 2017-01-09)

"Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters." (Jonathan Copulsky, Principal & Global Insights Leader, Deloitte Consulting 2017-01-09)

"Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read." (Larry Weber, Chairman & CEO, Racepoint Global and author of 'The Digital Marketer' 2017-01-09)

"A must-read practical guide for anyone planning for ABM or indeed already on the journey. Read this book to avoid making the mistakes others have made and learn from the pioneers of ABM." (Peter Lundie, Managing Partner, Agent3 2017-01-09)

"The competitive landscape for business marketers has become so crowded that ABM is now a must for companies seeking to truly differentiate themselves with their most important customers and prospects. Given their deep knowledge, practical experience, and pioneering roles within ABM, Dave and Bev are the perfect guides for this essential marketing strategy." (John Hall, Co-founder, Influence & Co. and author of 'Top of Mind' 2017-01-09)

"If there's one person who can take credit for the current upsurge in interest in ABM, it has to be Bev Burgess. Her work to formalise, evangelise and galvanise the disparate people talking about and working at ABM has been inspirational and transformational - without her ABM wouldn't be the hot topic that it is today." (Joel Harrison, Editor-in-chief, B2B Marketing 2017-01-18)

"Marketing is only as valuable as its proximity to a customer, and Burgess and Munn have provided the definitive guide to Account Based Marketing. Very simply, their process works wonders in driving growth. This book should be required reading for all marketing leaders." (Malcolm Frank, Executive Vice President, Strategy & Marketing, Cognizant and author of ‘Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business’ 2017-01-17)

Book Description

Includes case studies from practising professionals who are working in account-based marketing, including pioneering companies such as BT, Cisco, Cognizant, Fujitsu, Hewlett-Packard and more

Explores the development of account-based marketing as a business practice, including the lessons learned by the pioneers of the approach, and the pitfalls that those implementing it should avoid

Gives a step-by-step process for those wishing to set up an account-based marketing programme, and use it strategically to accelerate growth in strategic accounts

Provides an emphasis on practicality and is an accessible and pragmatic tool for those who want a holistic guidebook to dip in and out of as they develop careers in ABM

Edition details

• Publisher: Kogan Page
• Publication date: 2020
• ISBN 10: 0749479892
• ISBN 13: 9780749479893
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 288