Account-Based Marketing

The Definitive Handbook for B2B Marketers
1. Auflage 2025
ISBN: 978-1-3986-1913-5
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 705 g

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, AWS, 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.

Autoren/Hrsg.

Burgess, Bev

Weitere Mitwirkende

Kotler, Philip

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

Chapter - 00: ForewordChapter - 01: How ABM is Reshaping B2B MarketingChapter - 02: The Business PerspectiveChapter - 03: The Customer’s PerspectiveChapter - 04: Designing The Right ABM Strategy for Your BusinessChapter - 05: Strategic ABMChapter - 06: ABM LiteChapter - 07: Cluster ABMChapter - 08: Programmatic ABMChapter - 09: Pursuit MarketingChapter - 10: Building Your CapabilityChapter - 11: Looking Ahead

Über Autor(innen)

Kotler, Philip
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.

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.

Bev Burgess is founder and Chief Executive at Inflexion Group, and is best known as a worldwide authority on Account-Based Marketing. She has held senior marketing roles at British Gas, Epson, Fujitsu and ITSMA, and since she first codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing, Account BasedGrowth and Executive Engagement Strategies, all published by Kogan Page.