A practitioner's guide to account-based marketing: accelerating growth in strategic accounts

By:

Burgess, Bev

Contributor(s):

Munn, Dave

Material type: Text

TextPublication details: Kogan Page London 2021Edition: 2ndDescription: xxii, 284 pISBN:

9781398600874

Subject(s):

DDC classification:

658.804 BUR

Summary: About the book 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 Fujitsu, Infosys, Microsoft, O2 and ServiceNow, 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.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Bodh Gaya General Stacks	F&A	658.804 BUR (Browse shelf(Opens below))	1	Available		IIMG-003768
Book	Jammu General Stacks	Non-fiction	658.8 BUR (Browse shelf(Opens below))		Available		IIMJ-5495

Total holds: 0

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Table of contents Section - ONE: Setting up an account-based marketing programme;Section - 01: The essentials of account-based marketing;Section - 02: Building the right foundations for account-based marketing;Section - 03: Investing in the right tools and technologies;Section - 04: Deciding which accounts to focus on;Section - 05: The ABM adoption model;Section - TWO: Account-based marketing step by step;Section - 06: Knowing what is driving the account;Section - 07: Playing to the client's needs;Section - 08: Mapping and profiling stakeholders;Section - 09: Developing targeted value propositions;Section - 10: Planning integrated sales and marketing campaigns;Section - 11: Executing integrated campaigns;Section - 12: Evaluating results and updating plans;Section - THREE: Developing your career as an account-based marketer;Section - 13: The competencies you need to do account-based marketing;Section - 14: Managing your ABM career;Section - 15: Index

About the book 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 Fujitsu, Infosys, Microsoft, O2 and ServiceNow, 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.

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