Get a FREE ebook with your print copy when you select the "bundle" option. T&Cs apply.

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.

Publishing partner

EAN: 9781398619135

Edition: 1

Published: 03 Mar 2025

Format: 234 x 156

312 pages

FREE UK and US delivery

Bulk buying for your team?
Contact us for exclusive discounts!

About the book

Looking to deepen your account-based marketing expertise and lead strategic growth in your B2B organization?

Account-Based Marketing by Bev Burgess is a practical, authoritative guide designed for mid-career marketers eager to develop and optimize ABM strategies that deliver measurable results. Whether you're new to ABM or refining your approach, this book offers proven models and frameworks to build your company's ABM capabilities through effective structure, processes and organizational alignment.

You'll learn how to:
- Develop and implement ABM strategies tailored to diverse customer segments
- Understand and apply the five core types of ABM to maximize impact
- Build scalable ABM programs using proven operational frameworks
- Stay ahead with insights on generative AI's role in evolving marketing practices
- And learn from detailed real-world examples, including Accenture, Salesforce, Vodafone and more

Packed with actionable tools and expert perspectives, this book empowers you to lead ABM initiatives that enhance your career and drive sustainable business growth.

Themes include: Account-based marketing, B2B strategy, marketing frameworks, generative AI, real-world examples, career development

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.

Bev Burgess

- Chapter - 00: Foreword
- Chapter - 01: How ABM is Reshaping B2B Marketing
- Chapter - 02: The Business Perspective
- Chapter - 03: The Customer’s Perspective
- Chapter - 04: Designing The Right ABM Strategy for Your Business
- Chapter - 05: Strategic ABM
- Chapter - 06: Scenario ABM
- Chapter - 07: Segment ABM
- Chapter - 08: Programmatic ABM
- Chapter - 09: Pursuit Marketing
- Chapter - 10: Building Your Capability
- Chapter - 11: Looking Ahead

Reviews

Professor Philip Kotler, Author of Principles of Marketing

Bev Burgess has already proved that she is at the top of her game when it comes to ABM, both through her previous books and her professional career. Her name has become synonymous with best practice.

Taeko Yamamoto, Corporate Executive Office, Executive Vice President, CMO, Fujitsu

Fujitsu has long recognized the importance of collaborating deeply with our key customers worldwide, dedicating ourselves to understanding their priorities and co-creating solutions that address their challenges and goals. Account-Based Marketing has been integral to this strategy. Bev's new book not only serves as a valuable guide for ABM practitioners but also inspires us to push boundaries, finding ways to collaborate with customers for the greater good of society. It's an essential read for anyone in the field.

Chris Smith, Executive Vice President, APAC, Civica

I couldn't wait to read this book. Bev's last one (Account-Based Growth, with Tim Shercliff) literally changed the way I think about B2B business. I've tried the account-based approach, and it works, delivering the holy grail of revenue growth and improved profitability.

Gilles Roucolle, Managing Partner and Co-Head of Europe, Oliver Wyman

For over two decades, Bev Burgess has been leading the development of a more client-centric approach to marketing. In this book, she updates us on the latest thinking and best practices in building strong, lasting relationships with clients, and then challenges us to use those relationships to make an impact on some of the most pressing challenges we face as a society.

Sue Barsamian, Independent Board Director

As a non-executive director to multiple enterprise software companies, I know that retaining and growing with your top customers is critical for success. Bev's book articulates how to do just that, with clarity as to how to approach it and real-world examples that bring ABM best practices to life.

Dr. Mukesh Aghi, President and CEO, US-India Strategic Partnership Forum

Over the past two decades, ABM has become a cornerstone marketing strategy in both the United States and India, helping companies build long-term value through strategic account relationships. In her latest book, Bev explores cutting-edge insights and best practices, offering a glimpse into how AI will shape the future of ABM. As our economies digitize and companies and their workforces transform, this book is a must-read thesis for anyone focused on driving growth through account-based strategies.

Jon Miller, Co-Founder Phave, Engagio, Marketo

In an era where traditional B2B playbooks are breaking down and AI is reshaping what's possible, we desperately need practical advice on ABM that goes beyond the basics and shows us how to do right by our most valuable customers. This comprehensive, excellent handbook delivers exactly that, offering new frameworks and real-world examples that address the complexity of modern ABM programmes. Bev's latest work isn't just an update, it's a completely new guide for the next generation of account-based marketing.

Julie Parsons, Global Marketing Communications Director, White & Case

Against the backdrop of the interconnected global trends that are shaping the business climate for us all, this book provides clear guidance on how to use marketing and communications to enhance the distinctive experience and trusted advice our clients have come to expect.

Orla Hennessy, Global Head of ABM, Adobe

B2B marketers have an increasingly tough job in an increasingly competitive market. The improved use of insight and technology-enabled strategies outlined in this book are a way to deliver a customer first approach that gives a competitive advantage. ABM is continually evolving, and this book helps us evolve with it!

Fraser McNaughton, Chief Marketing Officer & Head of Industry, Grant Thornton Australia

Bev's research and thought leadership in account-based marketing has led me to change my whole approach to driving growth. In this book, she presents her latest thinking on how to make ABM work in your organization. It really is a 'definitive handbook' with clearly articulated, practical advice and examples of every type of ABM from leading companies around the world. To foster enduring relationships with clients and prospects, investment in ABM is critical and something that all B2B firms need to consider within their future growth strategies

Jane Hiscock, Founder and President, Farland Group

B2B marketers pay attention - this is a practical hands-on book, written by an Account Based Marketing founder. It will change your ability to contribute in a meaningful way to recurring revenue and top line growth.

Zoe Hominick, UKI Marketing Director, AWS

I've watched with interest as Bev has developed her thinking in ABM over the past two decades. This book represents the best of her experience and research over that time, brought bang up to date with the latest insights, frameworks and examples from around the world. I recommend it to any marketer who wants to bring the power of ABM into their B2B marketing.

Julie Johnson, Senior Director, Marketing & Business Development Integration, Forvis Mazars

ABM - or client-centric marketing - is a real differentiator in professional services. Delivering personalized, valuable insights and experiences aligned to stages in the client journey helps to build enduring relationships and clarity around how your firm can help its clients with their most pressing priorities. This book has a range of perspectives and examples to inspire you whether you're just getting started or evolving an existing programme.

Jonathan Geldart, Direct General, Institute of Directors

The 80/20 rule provides the business case for a clear focus on your top customers.? ABM is a different and more targeted way of allocating marketing resources and investment to those customers, and in this book, Bev explains how your business context influences both your decision to do ABM, and which type or types of ABM to use. If you are looking for guidance on how to create an effective B2B marketing strategy take heed of the lessons in this book.

Joel Harrison, Founder and Editor-at-large, B2B Marketing

Bev Burgess has always been ABM's trailblazer. Now she's back to show us how ABM has evolved in the past decade to encompass radical changes in buyer behaviour, technology and much else besides. ABM is the driving force for revenue strategies in most of the world's best B2B companies. If you want to understand how to maximize the impact of ABM for your marketing (and sales!), this book is essential reading.

Chris Daly, Chief Executive, Chartered Institute of Marketing (CIM)

In a world where customers seek ever greater personalization, the future for ABM is bright, and this book clearly demonstrates how to personalize in the business-to-business (B2B) arena. Bev Burgess provides a clear and practical guide to ABM, including advice across a range of sectors on the latest theories and approaches. Whether you're starting out or looking to enhance your existing strategies, this resource is invaluable for navigating the complexities of B2B marketing.

Bev Burgess has already proved that she is at the top of her game when it comes to ABM, both through her previous books and her professional career. Her name has become synonymous with best practice.
Professor Philip Kotler, Author of Principles of Marketing

Quantity

Bulk buying for your team?
Contact us for exclusive discounts!

FREE UK and US delivery
Shipping and handling
Cancellations and returns policy

FREE UK and US delivery (more info)
Kogan Page GPSR

Bulk buying? Contact us for exclusive discounts!

Get exclusive insights and offers

For information on how we use your data read our privacy policy

EU Representative (GPSR)
Authorised Rep Compliance Ltd
Ground Floor, 71 Baggot Street Lower, Dublin, D02 P593, Ireland
www.arccompliance.com
Kogan Page GPSR