Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business.
From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice. With real-world examples and perspectives from companies such as Accenture, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.
"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
"Fujitsu has long recognized the importance of collaborating deeply with our key customers worldwide, dedicating ourselves to understanding their priorities and co-creating solutions that address their challenges and goals. Account-Based Marketing has been integral to this strategy. Bev's new book not only serves as a valuable guide for ABM practitioners but also inspires us to push boundaries, finding ways to collaborate with customers for the greater good of society. It's an essential read for anyone in the field." - Taeko Yamamoto, Corporate Executive Office, Executive Vice President, CMO, Fujitsu
"I couldn't wait to read this book. Bev's last one (Account-Based Growth, with Tim Shercliff) literally changed the way I think about B2B business. I've tried the account-based approach, and it works, delivering the holy grail of revenue growth and improved profitability." - Chris Smith, Executive Vice President, APAC, Civica
"For over two decades, Bev Burgess has been leading the development of a more client-centric approach to marketing. In this book, she updates us on the latest thinking and best practices in building strong, lasting relationships with clients, and then challenges us to use those relationships to make an impact on some of the most pressing challenges we face as a society." - Gilles Roucolle, Managing Partner and Co-Head of Europe, Oliver Wyman
"As a non-executive director to multiple enterprise software companies, I know that retaining and growing with your top customers is critical for success. Bev's book articulates how to do just that, with clarity as to how to approach it and real-world examples that bring ABM best practices to life. " - Sue Barsamian, Independent Board Director
Формат: Скан PDf
From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice. With real-world examples and perspectives from companies such as Accenture, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.
"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
"Fujitsu has long recognized the importance of collaborating deeply with our key customers worldwide, dedicating ourselves to understanding their priorities and co-creating solutions that address their challenges and goals. Account-Based Marketing has been integral to this strategy. Bev's new book not only serves as a valuable guide for ABM practitioners but also inspires us to push boundaries, finding ways to collaborate with customers for the greater good of society. It's an essential read for anyone in the field." - Taeko Yamamoto, Corporate Executive Office, Executive Vice President, CMO, Fujitsu
"I couldn't wait to read this book. Bev's last one (Account-Based Growth, with Tim Shercliff) literally changed the way I think about B2B business. I've tried the account-based approach, and it works, delivering the holy grail of revenue growth and improved profitability." - Chris Smith, Executive Vice President, APAC, Civica
"For over two decades, Bev Burgess has been leading the development of a more client-centric approach to marketing. In this book, she updates us on the latest thinking and best practices in building strong, lasting relationships with clients, and then challenges us to use those relationships to make an impact on some of the most pressing challenges we face as a society." - Gilles Roucolle, Managing Partner and Co-Head of Europe, Oliver Wyman
"As a non-executive director to multiple enterprise software companies, I know that retaining and growing with your top customers is critical for success. Bev's book articulates how to do just that, with clarity as to how to approach it and real-world examples that bring ABM best practices to life. " - Sue Barsamian, Independent Board Director
Формат: Скан PDf
https://www.yakaboo.ua/ua/account-based-marketing-the-definitive-handbook-for-b2b-marketers.html