Account-Based Marketing: The Definitive Handbook for B2B Marketers - Softcover

Burgess, Bev

Softcover

ISBN 10: 1398619132 ISBN 13: 9781398619135

Publisher: Kogan Page, 2025

Synopsis

Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business.

From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice.

With real-world examples and perspectives from companies such as Accenture, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.

About this title

About the Authors

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.

Dr. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is known to many as the author of what is widely recognised as the most authoritative textbook on marketing: Marketing Management, now in its 15th edition. He has also authored or co-authored dozens of leading books on marketing.

Edition details

• Publisher: Kogan Page
• Publication date: 2025
• Language: English
• ISBN 10: 1398619132
• ISBN 13: 9781398619135
• Binding: Paperback
• Edition number: 1
• Number of pages: 312