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Full Description
Looking to deepen your account-based marketing expertise and lead strategic growth in your B2B organization?
Account-Based Marketing by Bev Burgess is a practical, authoritative guide designed for mid-career marketers eager to develop and optimize ABM strategies that deliver measurable results. Whether you're new to ABM or refining your approach, this book offers proven models and frameworks to build your company's ABM capabilities through effective structure, processes and organizational alignment.
You'll learn how to:
- Develop and implement ABM strategies tailored to diverse customer segments
- Understand and apply the five core types of ABM to maximize impact
- Build scalable ABM programs using proven operational frameworks
- Stay ahead with insights on generative AI's role in evolving marketing practices
- And learn from detailed real-world examples, including Accenture, Salesforce, Vodafone and more
Packed with actionable tools and expert perspectives, this book empowers you to lead ABM initiatives that enhance your career and drive sustainable business growth.
Themes include: Account-based marketing, B2B strategy, marketing frameworks, generative AI, real-world examples, career development
Contents
Chapter - 00: Foreword
Chapter - 01: How ABM is Reshaping B2B Marketing
Chapter - 02: The Business Perspective
Chapter - 03: The Customer's Perspective
Chapter - 04: Designing The Right ABM Strategy for Your Business
Chapter - 05: Strategic ABM
Chapter - 06: Scenario ABM
Chapter - 07: Segment ABM
Chapter - 08: Programmatic ABM
Chapter - 09: Pursuit Marketing
Chapter - 10: Building Your Capability
Chapter - 11: Looking Ahead
