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A Practitioner's Guide to Account-Based Marketing

A Practitioner's Guide to Account-Based Marketing

Accelerating Growth in Strategic Accounts

Bev Burgess, Dave Munn


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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About the book

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. It is typically employed in enterprise level sales organizations, basically treating large companies as markets in themselves, joining forces across sales, marketing, R&D, etc. ABM focuses explicitly on individual client accounts and their needs. More importantly, it is a collaborative approach that engages sales, marketing, delivery, and key executives towards achieving the client's business goals.

A Practitioner's Guide to Account-Based Marketing includes case studies from practicing professionals working in account-based marketing, including pioneering companies such as BT, Cisco, Cognizant, Fujitsu, Hewlett-Packard and more. It explores the development of account-based marketing as a business practice, including the lessons learned by the pioneers of the approach, and the pitfalls that those implementing it should avoid. It gives a step-by-step process for those wishing to set up an account-based marketing program, and use it tactically to accelerate growth in strategic accounts. An emphasis on practicality, an accessible and pragmatic tool for those who want a holistic guidebook to dip in and out of as they develop careers in ABM.

Table Of Contents

  • Section - 1 -: Setting up an ABM program;
    • Chapter - 1 -: The essential of account-based marketing;
    • Section - a -: SAP North America case study;
    • Chapter - 2 -: Building the right foundations for ABM;
    • Section - a -: Fujitsu case study;
    • Chapter - 3 -: Investing in the right tools and technologies;
    • Section - a -: CSC case study;
    • Chapter - 4 -: Deciding which accounts to focus on;
    • Section - a -: Fujitsu case study;
    • Chapter - 5 -: The ABM adoption model;
  • Section - 2 -: ABM step-by-step;
    • Chapter - 6 -: Knowing what is driving the account;
    • Section - a -: KPMG case study;
    • Chapter - 7 -: Playing to the client’s needs;
    • Section - a -: BT case study;
    • Chapter - 8 -: Mapping and profiling stakeholders;
    • Section - a -: Juniper Networks case study;
    • Chapter - 9: Developing targeted value propositions;
    • Chapter - 10 -: Planning integrated sales and marketing campaigns;
    • Section - a -: Cognizant case study;
    • Chapter - 11 -: Executing integrated campaigns;
    • Chapter - 12 -: Evaluating results and updating plans;
    • Section - a -: Microsoft case study;
  • Section - 3 -: Developing your career as an account-based marketer;
    • Chapter - 13 -: The competencies you need to do ABM;
    • Chapter - 14 -: Managing your ABM career;


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

Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters.
Jonathon Copulsky, Principal & Global Insights Leader, Deloitte Consulting

Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read.
Larry Weber, Chairman & CEO, Racepoint Global and author of 'The Digital Marketer'

A must-read practical guide for anyone planning for ABM or indeed already on the journey. Read this book to avoid making the mistakes others have made and learn from the pioneers of ABM.
Peter Lundie, Managing Partner, Agent3

The competitive landscape for business marketers has become so crowded that ABM is now a must for companies seeking to truly differentiate themselves with their most important customers and prospects. Given their deep knowledge, practical experience, and pioneering roles within ABM, Dave and Bev are the perfect guides for this essential marketing strategy.
John Hall, Co-founder, Influence & Co. and author of 'Top of Mind'

If there's one person who can take credit for the current upsurge in interest in ABM, it has to be Bev Burgess. Her work to formalise, evangelise and galvanise the disparate people talking about and working at ABM has been inspirational and transformational - without her ABM wouldn't be the hot topic that it is today.
Joel Harrison, Editor-in-chief, B2B Marketing

Marketing is only as valuable as its proximity to a customer, and Burgess and Munn have provided the definitive guide to Account Based Marketing. Very simply, their process works wonders in driving growth. This book should be required reading for all marketing leaders.
Malcolm Frank, Executive Vice President, Strategy & Marketing, Cognizant and author of ‘Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business’

Book Details

  • EAN: 9780749479893
  • Edition: 1
  • Published: 3rd March 2017
  • Paperback
  • Dimensions: 234x156
  • 288 pages

About the Author

Bev Burgess is an accomplished marketer and businesswoman. Her background includes senior roles at British Gas, Epson and Fujitsu. As managing director of The Information Technology Services Marketing Association (ITSMA) in Europe, Bev headed the company's learning and advisory activities in the region, and personally supported companies including Accenture, BT, Hewlett-Packard, IBM, Microsoft, Orange and Xerox. Today, as Senior Vice President, Bev leads ITSMA's Global Account Based Marketing Council, and delivers consulting and training on designing, developing and implementing ABM programmes. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing, and has served as an international trustee.

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.

Bev Burgess

Dave Munn