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

£30.40

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.

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EAN: 2000000476827 SKU: 6F2EB2B3 Category:

Additional information

Publisher

2nd edition (3 Jun. 2021), Kogan page

Language

English

Paperback

312 pages

ISBN-10

1398600873

ISBN-13

978-1398600874

Dimensions

15.49 x 2.01 x 23.5 cm

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