Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts.
Über den Autor
Bev Burgess is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of Account-Based Growth and Executive Engagement Strategies, both published by Kogan Page.
Dave Munn, based in Massachusetts, US, is a recognized thought leader in B2B services and solutions marketing. As President and CEO of ITSMA, he has led the way in defining and inspiring excellence within the ITSMA global community. Dave helped pioneer the discipline of Account-Based Marketing (ABM) in the early 2000s and is co-author of the first and second edition of, A Practitioner's Guide to Account-Based Marketing.
Inhaltsverzeichnis
Section - ONE: Setting up an account-based marketing programme; Section - 01: The essentials of account-based marketing; Section - 02: Building the right foundations for account-based marketing; Section - 03: Investing in the right tools and technologies; Section - 04: Deciding which accounts to focus on; Section - 05: The ABM adoption model; Section - TWO: Account-based marketing step by step; Section - 06: Knowing what is driving the account; Section - 07: Playing to the client's needs; Section - 08: Mapping and profiling stakeholders; Section - 09: Developing targeted value propositions; Section - 10: Planning integrated sales and marketing campaigns; Section - 11: Executing integrated campaigns; Section - 12: Evaluating results and updating plans; Section - THREE: Developing your career as an account-based marketer; Section - 13: The competencies you need to do account-based marketing; Section - 14: Managing your ABM career; Section - 15: Index
Klappentext
Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts.
