A Practitioner's Guide to Account-Based Marketing

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.

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

"At Accenture, the fundamental principles of ABM have been a strategic reality for a long time. We understood the critical need to ensure marketing and account teams align to deliver client value. This book is a brilliant exposition on why, how and when to do it. It truly is essential reading."

"ABM puts the customer at the heart of your marketing strategy. This excellent book explains how to build and scale an ABM programme that is right for your business and gives a step-by-step guide to creating integrated plans that deliver great business outcomes for you and your customers."

"As this valuable book emphasizes, the alignment of key account management and ABM brings exceptional competitive value by ensuring that strong customer relationships are at the heart of strategic philosophy and operational focus. This book is a step-by-step guide to not just getting it right but persuading everyone why this approach is so critical to success."

"If you are looking for guidance on how to create an effective B2B marketing strategy to build deeper and mutually valuable relationships with customers, buy this book."

"This book shows in clear steps how all B2B businesses can benefit from taking an outside-in approach to engaging with their most important clients. If you want to take a focused and cost-effective approach to accelerate your organic growth, then read this book."

"ABM has come such a long way in such a short space of time, but Bev Burgess remains its biggest and best advocate and evangelist. She has been pivotal in its development to date, and without a doubt, will be the centre of how it continues to evolve (in an accelerated way) into the future. If you only ever read one book about ABM, make sure it's this one."

"A must-read for all B2B marketing leaders! Whether you're a CMO driving revenue and growth, needing to stay relevant with the latest marketing strategies at your disposal, or an emerging marketing leader looking to advance your personal career development and potential, this is your must-read practical marketing guide this year."

"The first edition of this book was one of the best resources out there, and the second edition is even better: It's chock-full of best practices honed from years of working with the most sophisticated clients in the world, and even has career advice on the skills you need to develop to be a good account-based marketer. If an account-based strategy is part of your go-to-market, you owe it to your company - and yourself - to read this as soon as possible."

"Burgess and Munn have written a must-read primer for anyone considering account-based marketing. Read this book and learn from the best."

"This second edition is a must-read for any ABM-er who is taking executive engagement seriously. This was important before; it is critical now."

"The digital transformation of B2B marketing has added to the complexity of a discipline that requires even more specific and relevant experiences for targeted accounts. Luckily for us all, Burgess and Munn have evolved what is already an indispensable guide to ABM to include essential updates in strategy and best practices that will power B2B marketing success stories for years to come."

"Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters."