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A Practitioner's Guide to Account-Based Marketing Bev Burgess

A Practitioner's Guide to Account-Based Marketing By Bev Burgess

A Practitioner's Guide to Account-Based Marketing by Bev Burgess

New RRP £29.99
Condition - Very Good
5 in stock


Explore 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.

A Practitioner's Guide to Account-Based Marketing Summary

A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts by Bev Burgess

Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts.

A Practitioner's Guide to Account-Based Marketing Reviews

The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable book. It is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it. * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *
Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters. * Jonathan Copulsky, Principal & Global Insights Leader, Deloitte Consulting *
Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read. * Larry Weber, Chairman & CEO, Racepoint Global and author of 'The Digital Marketer' *
A must-read practical guide for anyone planning for ABM or indeed already on the journey. Read this book to avoid making the mistakes others have made and learn from the pioneers of ABM. * Peter Lundie, Managing Partner, Agent3 *
The competitive landscape for business marketers has become so crowded that ABM is now a must for companies seeking to truly differentiate themselves with their most important customers and prospects. Given their deep knowledge, practical experience, and pioneering roles within ABM, Dave and Bev are the perfect guides for this essential marketing strategy. * John Hall, Co-founder, Influence & Co. and author of 'Top of Mind' *
If there's one person who can take credit for the current upsurge in interest in ABM, it has to be Bev Burgess. Her work to formalise, evangelise and galvanise the disparate people talking about and working at ABM has been inspirational and transformational - without her ABM wouldn't be the hot topic that it is today. * Joel Harrison, Editor-in-chief, B2B Marketing *
Marketing is only as valuable as its proximity to a customer, and Burgess and Munn have provided the definitive guide to Account Based Marketing. Very simply, their process works wonders in driving growth. This book should be required reading for all marketing leaders. * Malcolm Frank, Executive Vice President, Strategy & Marketing, Cognizant and author of 'Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business' *

About Bev Burgess

Bev Burgess is Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programmes. She has personally helped companies around the world to accelerate account growth using ABM techniques. Dave Munn has been the President and CEO of ITSMA since 2001, having led ITSMA's global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. Prior to joining ITSMA in 1995, Dave held senior field positions with Oracle and Apple.

Table of Contents

  • Section - ONE: Setting up an Account-Based Marketing Programme;
    • Chapter - 01: The Essentials of Account-Based Marketing;
    • Chapter - 02: Building the Right Foundations for Account-Based Marketing;
    • Chapter - 03: Investing in the Right Tools and Technologies;
    • Chapter - 04: Deciding Which Accounts to Focus On;
    • Chapter - 05: The ABM Adoption Model;
  • Section - TWO: Account-Based Marketing Step-By-Step;
    • Chapter - 06: Knowing What is Driving the Account;
    • Chapter - 07: Playing to the Client's Needs;
    • Chapter - 08: Mapping and Profiling Stakeholders;
    • Chapter - 09: Developing Targeted Value Propositions;
    • Chapter - 10: Planning Integrated Sales and Marketing Campaigns;
    • Chapter - 11: Executing Integrated Campaigns;
    • Chapter - 12: Evaluating Results and Updating Plans;
  • Section - THREE: Developing your Career as an Account-Based Marketer;
    • Chapter - 13: The Competencies You Need to do Account-Based Marketing;
    • Chapter - 14: Managing your ABM Career

Additional information

A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts by Bev Burgess
Used - Very Good
Kogan Page Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - A Practitioner's Guide to Account-Based Marketing