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A Practitioner's Guide to Account-Based Marketing

Accelerating Growth in Strategic Accounts

Explore the development of account-based marketing as a business practice, the pitfalls to avoid, and a framework for setting up an ABM programme and running it strategically.
EAN: 9780749479893
Edition: 1
Published:
Format: 234x155
288 pages

About the book

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.

About the authors

Bev Burgess

Bev Burgess is an accomplished marketer and businesswoman. Her background includes senior roles at British Gas, Epson and Fujitsu. As managing director of ITSMA (Information Technology Services Marketing Association) in Europe, Bev headed the company's learning and advisory activities in the region, and personally supported companies like Accenture, BT, CSC, Hewlett-Packard, IBM, Microsoft, Orange and Xerox.

More about Bev Burgess

Dave Munn

Dave Munn has been the President and CEO of ITSMA since 2000, 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 field marketing and sales positions with Oracle and Apple and started his career in 1984 as a market research analyst at The Ledgeway Group, now part of Gartner Group.

More about Dave Munn

The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable book. It is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it.

Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management