A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
- Downloads：3455
- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-06-07 08:51:50
- Update Date：2025-09-06
- Status：finish
- Author：Bev Burgess
- ISBN：1398600873
- Environment：PC/Android/iPhone/iPad/Kindle
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Summary
As some of today's major and complex companies are worth more than the GDPs of some countries， traditional marketing approaches， such as glossy corporate campaigns， will have limited returns。
Account-based marketing， also known as client-centric marketing， treats important individual accounts as markets in their own right， to help strengthen relationships， build reputation， and increase revenues in important accounts。
A Practitioner's Guide to Account-Based Marketing outlines a clear， step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes。 Featuring insights from practising professionals and case studies from organizations including Microsoft， Accenture， O2 and Fujitsu， it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career。
This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business， new material on quantified value propositions and updated wider research。 Meticulously researched and highly practical， A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing。
Account-based marketing， also known as client-centric marketing， treats important individual accounts as markets in their own right， to help strengthen relationships， build reputation， and increase revenues in important accounts。
A Practitioner's Guide to Account-Based Marketing outlines a clear， step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes。 Featuring insights from practising professionals and case studies from organizations including Microsoft， Accenture， O2 and Fujitsu， it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career。
This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business， new material on quantified value propositions and updated wider research。 Meticulously researched and highly practical， A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing。
Reviews
Tim Hughes
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I've read a number of books on Account Based Marketing （ABM） and this for me is the best。 Other books seemed to be more focused on product （how ABM works with Salesforce）。 This gets to grips with the concepts， the "why" as well as the "how"。 Bev and Dave also provide case studies， so you have a good balance between theory and practice。 I'll be honest this isn't a romcom and probably not beach reading but I felt I knew what ABM was and how to implement an ABM program after reading this。 I need to I've read a number of books on Account Based Marketing （ABM） and this for me is the best。 Other books seemed to be more focused on product （how ABM works with Salesforce）。 This gets to grips with the concepts， the "why" as well as the "how"。 Bev and Dave also provide case studies， so you have a good balance between theory and practice。 I'll be honest this isn't a romcom and probably not beach reading but I felt I knew what ABM was and how to implement an ABM program after reading this。 I need to declare an interest that I got this book as we share publishers， just so you know， I'm not just saying this is a good book on ABM as we share publishers， it really is。 。。。more
Darren
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For many this book could or should be a game-changer; getting you to think about not only marketing as an entire being but also to focus different resources and approaches to different strategic account types。 Further focussing an already （hopefully） directed marketing beam， you could say， through account-based or key account marketing， a strategic means of marketing。This concept is not new， but it is less common than it should be in many cases， since it treats each individual prospect or custom For many this book could or should be a game-changer; getting you to think about not only marketing as an entire being but also to focus different resources and approaches to different strategic account types。 Further focussing an already （hopefully） directed marketing beam， you could say， through account-based or key account marketing， a strategic means of marketing。This concept is not new， but it is less common than it should be in many cases， since it treats each individual prospect or customer account as a market of one。 Obviously， you are not going to sell a 20-euro widget this way， but for larger “enterprise” prospects this can be a different matter。 That said， even a large prospect company may have different departments that have different needs and they could even be viewed as different markets。 This approach for marketing may not only increase sales but it can change the dynamic between supplier and supplied， leading to a closer， stronger and lengthier relationship。 It requires more work， of course， but at this level the rewards can be worth it。 Even if you have attracted a customer with your marketing， it does not mean that your marketing efforts end there – sustaining and informing the relationship then may take over the nature of your marketing activity。The reader is therefore educated and guided through the entire process in this accessible， easy-to-follow and very engaging book。 The enlightened company following this process would be advised to really leverage the gathered data and insights and share them internally， as it can yield great additional knowledge to benefit the company-at-large。 Don’t throw anything away， even if you are going to make a personalised approach to each prospect。This book is more than well-written theory and advice， it is backed up with many case studies shedding light on how the approach is used in many account-based marketing situations。 Of course， not everything is sweetness and light， but you can learn by mistakes made and problems received and hopefully avoid them or handle them within your own implementations。 It can also help challenge other possibly outdated elements of thought about marketing， communications and even business too if you let it！It does a great job at imparting information and enthusing the reader， it manages to balance well the needs of different types of reader too。 It certainly feels to be a book that you may want to keep close-at-hand and revisit from time-to-time as additional perspectives may emerge as your experience grows within this subject。If you are marketing or selling to larger enterprises， you will want to consider a book like this if you are not already doing account-based marketing。 Even if you are， this book will not break the bank and you only need to find one little tweak to your approach to get your investment back in spades！ 。。。more
Brad Revell
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