Practitioner's Guide to Account-Based Marketing

Accelerating Growth in Strategic Accounts
1. Auflage 2017
ISBN: 978-0-7494-7989-3
Verlag: Kogan Page

Buch, Englisch, 288 Seiten, Paperback, Format (B × H): 156 mm x 234 mm, Gewicht: 442 g

Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth.

Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts.

Autoren/Hrsg.

Burgess, Bev

Munn, Dave

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Section - ONE: Setting up an Account-Based Marketing Programme; Chapter - 01: The Essentials of Account-Based Marketing; Chapter - 02: Building the Right Foundations for Account-Based Marketing; Chapter - 03: Investing in the Right Tools and Technologies; Chapter - 04: Deciding Which Accounts to Focus On; Chapter - 05: The ABM Adoption Model; Section - TWO: Account-Based Marketing Step-By-Step; Chapter - 06: Knowing What is Driving the Account; Chapter - 07: Playing to the Client's Needs; Chapter - 08: Mapping and Profiling Stakeholders; Chapter - 09: Developing Targeted Value Propositions; Chapter - 10: Planning Integrated Sales and Marketing Campaigns; Chapter - 11: Executing Integrated Campaigns; Chapter - 12: Evaluating Results and Updating Plans; Section - THREE: Developing your Career as an Account-Based Marketer; Chapter - 13: The Competencies You Need to do Account-Based Marketing; Chapter - 14: Managing your ABM Career

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 Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programmes. She has personally helped companies around the world to accelerate account growth using ABM techniques.

Dave Munn has been the President and CEO of ITSMA since 2001, having led ITSMA's global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. Prior to joining ITSMA in 1995, Dave held senior field positions with Oracle and Apple.