Bev Burgess, Dave Munn

Practitioner's Guide to Account-Based Marketing

Accelerating Growth in Strategic Accounts

• Gebundenes Buch

Produktbeschreibung

Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 312
• Erscheinungstermin: 29. Juni 2021
• Englisch
• Abmessung: 240mm x 161mm x 25mm
• Gewicht: 862g
• ISBN-13: 9781398600881
• ISBN-10: 1398600881
• Artikelnr.: 60074170

Autorenporträt

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.

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

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• 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