Practitioners Guide to Account Based Marketing Accelerating Growth in Strategic Accounts

Author:
Bev Burgess
Publisher:
KOGAN PAGE
ISBN:
9780749479893
Publication Date:
-
Format:
-
Item Location:
SALE
Availability:

Availability: Out of stock

Price:
$73.00

Practitioners Guide to Account Based Marketing Accelerating Growth in Strategic Accounts

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OVERVIEW
Explores the development of account-based marketing (ABM) as a business practice, the pitfalls to avoid, and a step-by-step process for those wishing to set up an ABM programme and run it strategically.
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AUTHOR INFORMATION
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. The first to codify this new B2B marketing strategy in 2003, she has personally helped companies around the world to accelerate account growth using ABM techniques. Today, Bev continues to evolve ABM as a business discipline, working with the members of ITSMA's Global ABM Council. 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 and started his career as a market research analyst at The Ledgeway Group, now part of Gartner.
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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.
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