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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

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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.

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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.

Table Of Contents

  • Section - ONE: Setting up an Account-Based Marketing Programme;
    • Chapter - 01: The Essentials of Account-Based Marketing;
    • Chapter - 02: Building the Right Foundations for Account-Based Marketing;
    • Chapter - 03: Investing in the Right Tools and Technologies;
    • Chapter - 04: Deciding Which Accounts to Focus On;
    • Chapter - 05: The ABM Adoption Model;
  • Section - TWO: Account-Based Marketing Step-By-Step;
    • Chapter - 06: Knowing What is Driving the Account;
    • Chapter - 07: Playing to the Client’s Needs;
    • Chapter - 08: Mapping and Profiling Stakeholders;
    • Chapter - 09: Developing Targeted Value Propositions;
    • Chapter - 10: Planning Integrated Sales and Marketing Campaigns;
    • Chapter - 11: Executing Integrated Campaigns;
    • Chapter - 12: Evaluating Results and Updating Plans;
  • Section - THREE: Developing your Career as an Account-Based Marketer;
    • Chapter - 13: The Competencies You Need to do Account-Based Marketing;
    • Chapter - 14: Managing your ABM Career

Book Details

  • EAN: 9780749479893
  • Edition: 1
  • Published: 3rd March 2017
  • Paperback
  • Format: 235x156
  • 288 pages

About the Author

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. She has personally helped companies around the world to accelerate account growth using ABM techniques.

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.

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