Bev Burgess,Dave Munn
Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
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Excellent- More about Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
Account-based marketing (ABM) is a client-centric approach that treats important individual accounts as markets in their own right to strengthen relationships, build reputation, and increase revenues. This updated second edition of "A Practitioner's Guide to Account-Based Marketing" provides a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programs, featuring insights from practicing professionals and case studies from organizations. It also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.
\n Format: Paperback / softback
\n Length: 312 pages
\n Publication date: 03 June 2021
\n Publisher: Kogan Page Ltd
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As some of today's major and complex companies surpass the GDPs of entire countries, traditional marketing approaches, such as glossy corporate campaigns, will yield limited returns. In contrast, account-based marketing (ABM), also known as client-centric marketing, recognizes the significance of individual accounts as distinct markets, allowing for the cultivation of stronger relationships, enhanced reputation, and increased revenue within these key accounts.
A Practitioner's Guide to Account-Based Marketing provides a comprehensive and actionable framework for readers to leverage ABM tools and techniques and establish ABM programs. Drawing upon insights from seasoned professionals and real-world case studies from renowned organizations such as Fujitsu, Infosys, Microsoft, O2, and ServiceNow, the book also offers valuable guidance on developing the competencies required for ABM and managing a successful ABM career. This revised second edition delves deeper into the transition of ABM initiatives from pilot projects to becoming fully integrated within businesses, explores the concept of quantified value propositions, and incorporates the latest broader research findings. Thoroughly researched and meticulously practical, A Practitioner's Guide to Account-Based Marketing serves as a valuable resource for all marketers seeking to excel in B2B marketing.
\n Weight: 458g\n
Dimension: 157 x 235 x 22 (mm)\n
ISBN-13: 9781398600874\n
Edition number: 2 Revised edition\n
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