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.
✔ Author(s): Bev Burgess,Dave Munn
✔ Title: A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
✔ Rating : 4.5 out of 5 base on (20 reviews)
✔ ISBN-10: 1398600873
✔ ISBN-13: 9781398600874
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about A Practitioner's Guide to Account by Bev Burgess
Daphne Garner
I loved the powerful messages hidden within the story. The book tackled important social issues and made me ponder the world we live in. It's a must-read for everyone.
Sydney Richardson
The author's ability to evoke a wide range of emotions through their words is truly remarkable. I felt like I was on an emotional rollercoaster throughout the entire book.
Laura Hill
This book is a work of art. The language, the imagery, the symbolism - everything came together beautifully to create a memorable reading experience.
