Get a FREE ebook with your print copy when you select the "bundle" option. T&Cs apply.
- Shop
- KoganPage+
- Discover
- Resources For...
- Authors
- About
- Shop
- KoganPage+
- Discover
- Resources For...
- Authors
- About
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:
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 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
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
Related products
Related content
Subscribe for inspiring insights, exclusive previews and special offers
For information on how we use your data read our privacy policy
Headless Content Management with Blaze
Â