A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (2nd Edition) by Bev Burgess and Dave Munn
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 programs.
Featuring insights from practicing 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.
About the Author:
Dave Munn is President of ITSMA, a research-based community for B2B marketing leaders that pioneered the account-based marketing approach in the early 2000s. ITSMA is now a Momentum Group company.
Prior to joining ITSMA in 1995 Dave held senior-level marketing positions with Oracle and Apple and was a senior analyst at the Ledgeway Group (now part of Gartner).
He holds an MBA from Northwestern University’s Kellogg School, where he concentrated in Marketing and Corporate Strategy.
And, interesting fact: The only reason his wife Jennifer married him is that on their first date he mentioned having read Hemingway’s The Sun Also Rises and that he had run with the bulls in Pamplona Spain!
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