- Explains what Account-Based Marketing is and how it is reshaping B2B marketing
- Provides an unbiased view of the subject, defining the four types of ABM and how to use each within your broader ABM strategy as well as picking the right type for each customer
- Explores what the future of ABM might look like including the use of AI and the opportunity to deliver marketing as a service to customers and how ABM can facilitate longer-term ESG goals
- Includes real-world examples from companies such as Accenture, NTT, Salesforce and Vodafone
Account-Based Marketing
The Definitive Handbook for B2B Marketers
Understand how traditional marketing methods can be directly applied in B2B businesses to deliver results across reputation, relationships and revenue with your top customers.
Key features at a glance
Temporarily Unavailable
EAN: 9781398619135
Edition: 1
Published:
Format: 234x156
312 pages
About the book
Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business.
From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice.
With real-world examples and perspectives from companies such as Accenture, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.
About the authors
Bev Burgess is founder and Chief Executive at Inflexion Group, and is best known as a worldwide authority on Account-Based Marketing. She has held senior marketing roles at British Gas, Epson, Fujitsu and ITSMA, and since she first codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing, Account Based Growth and Executive Engagement Strategies, all published by Kogan Page.
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