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

Burgess, Bev; Munn, Dave

Softcover

ISBN 10: 0749479892 ISBN 13: 9780749479893

Verlag: Kogan Page, 2020

Inhaltsangabe

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. It is typically employed in enterprise level sales organizations, basically treating large companies as markets in themselves, joining forces across sales, marketing, R&D, etc. ABM focuses explicitly on individual client accounts and their needs. More importantly, it is a collaborative approach that engages sales, marketing, delivery, and key executives towards achieving the client's business goals.A Practitioner's Guide to Account-Based Marketing includes case studies from practicing professionals working in account-based marketing, including pioneering companies such as BT, Cisco, Cognizant, Fujitsu, Hewlett-Packard and more. It explores the development of account-based marketing as a business practice, including the lessons learned by the pioneers of the approach, and the pitfalls that those implementing it should avoid. It gives a step-by-step process for those wishing to set up an account-based marketing program, and use it tactically to accelerate growth in strategic accounts. An emphasis on practicality, an accessible and pragmatic tool for those who want a holistic guidebook to dip in and out of as they develop careers in ABM.

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Über die Autorin bzw. den Autor

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.

Details zur Ausgabe

• Verlag: Kogan Page
• Erscheinungsdatum: 2020
• Sprache: Englisch
• ISBN 10: 0749479892
• ISBN 13: 9780749479893
• Einband: Taschenbuch
• Auflage: 1
• Anzahl der Seiten: 288
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar