A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts

by Bev Burgess, Dave Munn

Overview

As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns.

Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.

A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.

This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.

Product Details

ISBN-13:	9781398600874
Publisher:	Kogan Page, Ltd.
Publication date:	06/29/2021
Edition description:	2nd ed.
Pages:	312
Sales rank:	924,132
Product dimensions:	6.10(w) x 9.25(h) x 0.79(d)

About the Author

Bev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of Account-Based Growth and Executive Engagement Strategies, both published by Kogan Page.

Dave Munn, based in Massachusetts, US, is a recognized thought leader in B2B services and solutions marketing. As President and CEO of ITSMA, he has led the way in defining and inspiring excellence within the ITSMA global community. Dave helped pioneer the discipline of Account-Based Marketing (ABM) in the early 2000s and is co-author of the first and second edition of, A Practitioner's Guide to Account-Based Marketing.

Table of Contents

* Section - ONE: Setting up an account-based marketing programme; * Section - 01: The essentials of account-based marketing; * Section - 02: Building the right foundations for account-based marketing; * Section - 03: Investing in the right tools and technologies; * Section - 04: Deciding which accounts to focus on; * Section - 05: The ABM adoption model; * Section - TWO: Account-based marketing step by step; * Section - 06: Knowing what is driving the account; * Section - 07: Playing to the client’s needs; * Section - 08: Mapping and profiling stakeholders; * Section - 09: Developing targeted value propositions; * Section - 10: Planning integrated sales and marketing campaigns; * Section - 11: Executing integrated campaigns; * Section - 12: Evaluating results and updating plans; * Section - THREE: Developing your career as an account-based marketer; * Section - 13: The competencies you need to do account-based marketing; * Section - 14: Managing your ABM career; * Section - 15: Index

Editorial Reviews

"At Accenture, the fundamental principles of ABM have been a strategic reality for a long time. We understood the critical need to ensure marketing and account teams align to deliver client value. This book is a brilliant exposition on why, how and when to do it. It truly is essential reading."

Stephanie Winters McConnell

"This second edition is a must-read for any ABM-er who is taking executive engagement seriously. This was important before; it is critical now."

B Lee Demby

"Bev Burgess and Dave Munn have humbly titled this work A Practitioner's Guide to Account-Based Marketing, but it might be better called The Account-Based Marketing (ABM) Bible, such is their pre-eminence and knowledge of this topic. It is a must-use reference for anyone serious about leading or being part of a successful ABM team, and given client expectations around account-level marketing engagement, it should also be considered critical for every B2B marketer."

John Gallagher

"ABM puts the customer at the heart of your marketing strategy. This excellent book explains how to build and scale an ABM programme that is right for your business and gives a step-by-step guide to creating integrated plans that deliver great business outcomes for you and your customers."

Tim Yeaton

"This book shows in clear steps how all B2B businesses can benefit from taking an outside-in approach to engaging with their most important clients. If you want to take a focused and cost-effective approach to accelerate your organic growth, then read this book."

David Sharp

"A must-read for all B2B marketing leaders! Whether you're a CMO driving revenue and growth, needing to stay relevant with the latest marketing strategies at your disposal, or an emerging marketing leader looking to advance your personal career development and potential, this is your must-read practical marketing guide this year."

Emma Roborgh

"As this valuable book emphasizes, the alignment of key account management and ABM brings exceptional competitive value by ensuring that strong customer relationships are at the heart of strategic philosophy and operational focus. This book is a step-by-step guide to not just getting it right but persuading everyone why this approach is so critical to success."

Geoff Quinn

"Burgess and Munn have written a must-read primer for anyone considering account-based marketing. Read this book and learn from the best."

Alisha Lyndon

"ABM has come such a long way in such a short space of time, but Bev Burgess remains its biggest and best advocate and evangelist. She has been pivotal in its development to date, and without a doubt, will be the centre of how it continues to evolve (in an accelerated way) into the future. If you only ever read one book about ABM, make sure it's this one."

Joel Harrison

"If you are looking for guidance on how to create an effective B2B marketing strategy to build deeper and mutually valuable relationships with customers, buy this book."

Jon Geldart

"The digital transformation of B2B marketing has added to the complexity of a discipline that requires even more specific and relevant experiences for targeted accounts. Luckily for us all, Burgess and Munn have evolved what is already an indispensable guide to ABM to include essential updates in strategy and best practices that will power B2B marketing success stories for years to come."

Lee Odden

"Once again, Bev Burgess, with David Munn, has produced the definitive guide to delivering measurable impact through ABM. As ABM becomes a mainstream element of every B2B brand's marketing strategy, this is a must-read for any progressive marketer."

Clive Armitage

"The first edition of this book was one of the best resources out there, and the second edition is even better: It's chock-full of best practices honed from years of working with the most sophisticated clients in the world, and even has career advice on the skills you need to develop to be a good account-based marketer. If an account-based strategy is part of your go-to-market, you owe it to your company - and yourself - to read this as soon as possible."

Jon Miller

"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."

Jonathan Copulsky

"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

"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

"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

"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

"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

"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