Account-Based Marketing

Understand how traditional marketing methods can be directly applied in B2B businesses to deliver results across reputation, relationships and revenue with your top customers.

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.

Includes real-world examples from companies such as Accenture, AWS, NTT, Salesforce and Vodafone

Auteur
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.

Contenu

• • Chapter - 00: Foreword
  • Chapter - 01: How ABM is Reshaping B2B Marketing
  • Chapter - 02: The Business Perspective
  • Chapter - 03: The Customer's Perspective
  • Chapter - 04: Designing The Right ABM Strategy for Your Business
  • Chapter - 05: Strategic ABM
  • Chapter - 06: ABM Lite
  • Chapter - 07: Cluster ABM
  • Chapter - 08: Programmatic ABM
  • Chapter - 09: Pursuit Marketing
  • Chapter - 10: Building Your Capability
  • Chapter - 11: Looking Ahead