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

Includes bibliographical references and index.

Machine generated contents note: Section — pt. 1. Setting up an account-based marketing programme; 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; Section — pt. 2. 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; Section — pt. 3. Developing your career as an account-based marketer; The competencies you need to do account-based marketing — Managing your ABM career.

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 programs. Featuring insights from practicing professionals and case studies from organizations including Microsoft, Accenture, O2 and Fujitsu, 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.