Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue

Account-Based Marketing (ABM) is gaining traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. It helps sales and marketing professionals coordinate their efforts against a specific set of target accounts, rather than chasing a large volume of lower-quality, generic leads. However, there is still much confusion around how to implement ABM effectively. This guide provides step-by-step instructions on how to execute a world-class ABM strategy, including building the right target account list, understanding the impact of ABM on marketing programs, integrating sales and marketing processes, and locating and attracting the ideal clients.

Format: Hardback
Length: 224 pages
Publication date: 23 April 2019
Publisher: John Wiley & Sons Inc

Account-Based Marketing (ABM) is revolutionizing the field of marketing, particularly in the context of business-to-business (B2B) companies. These organizations allocate substantial resources to marketing efforts, totaling $40 billion annually, yet the traditional lead generation model has remained largely unchanged for decades. The outdated techniques employed in lead generation create friction and distrust between marketing and sales teams, hindering their effectiveness.

However, ABM has gained rapid traction among leading B2B companies due to its ability to align sales and marketing teams around the accounts that have the most significant business impact. By focusing on a specific set of target accounts rather than pursuing a large volume of lower-quality, generic leads, ABM enables sales and marketing professionals to coordinate their efforts effectively.

Despite the clear benefits of ABM, there remains considerable confusion regarding its implementation. Written by the experts at the successful marketing firm Demandbase, Account-Based Marketing provides a comprehensive guide on how to execute a world-class ABM strategy from start to finish. The book delves into the strategies employed by highly successful B2B companies to grow their customer base, develop effective strategies to adapt ABM principles to their unique needs, integrate sales and marketing processes into a seamless workflow, and identify and attract the ideal clients for their business to increase revenue and explore new opportunities.

The book covers a wide range of topics, including building the right format of target account lists. It explains the impact of ABM on marketing programs, selling ABM within an organization, and finding budget for the strategy. It offers practical insights and actionable steps to help organizations implement ABM effectively, enabling them to stay ahead of the competition and achieve their marketing goals.

In conclusion, Account-Based Marketing is a transformative approach to marketing that is revolutionizing the way. B2B companies that embrace ABM can unlock new growth opportunities and drive revenue by aligning sales and marketing teams around high-value target accounts. By focusing on personalized engagement and delivering tailored solutions, ABM helps organizations build stronger relationships with their clients and create a competitive advantage in the market. With the guidance.

Weight: 412g
Dimension: 162 x 235 x 24 (mm)
ISBN-13: 9781119572008