A Practitioner's Guide to Account-Based Marketing

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

2nd edition

Hardback (03 Jun 2021) | English

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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 Microsoft, Accenture, O2 and Fujitsu, 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.

Book information

ISBN: 9781398600881
Publisher: Kogan Page
Imprint: KoganPage
Pub date:
Edition: 2nd edition
Language: English
Number of pages: 288
Weight: -1g
Height: 234mm
Width: 156mm