A Practitioner's guide to account-based marketing : accelerating growth in strategic accounts / Bev Burgess and Dave Munn.

Includes bibliographical references and index.

The essentials of account-based marketing -- Building the right foundations for account-based marketing -- Investing in the right tools and technologies -- Deciding which accounts to focus on -- The abm adoption model -- Account-based marketing step-by-step -- Knowing what is driving the account -- Playing to the client's needs -- Mapping and profiling stakeholders -- Developing targeted value propositions -- Planning integrated sales and marketing campaigns -- Executing integrated campaigns -- Evaluating results and updating plans -- Developing your career as an account-based marketer -- The competencies you need to do account-based marketing -- Managing your abm career -- Index.

This book explores the development of account-based marketing as a business practice, the pitfalls to avoid, and a framework for setting up an ABM programme and running it strategically.