A Practitioner's Guide to Account-Based Marketing
The feel-good place to buy books
A Practitioner's Guide to Account-Based Marketing by Bev Burgess
Explore the development of account-based marketing as a business practice, the pitfalls to avoid, and a framework for setting up an ABM programme and running it strategically.
"The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable bookIt is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it." * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *
"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." * Jonathan Copulsky, Principal & Global Insights Leader, Deloitte Consulting *
"Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read." * Larry Weber, Chairman & CEO, Racepoint Global and author of 'The Digital Marketer' *
"A must-read practical guide for anyone planning for ABM or indeed already on the journey. Read this book to avoid making the mistakes others have made and learn from the pioneers of ABM." * Peter Lundie, Managing Partner, Agent3 *
"The competitive landscape for business marketers has become so crowded that ABM is now a must for companies seeking to truly differentiate themselves with their most important customers and prospects. Given their deep knowledge, practical experience, and pioneering roles within ABM, Dave and Bev are the perfect guides for this essential marketing strategy." * John Hall, Co-founder, Influence & Co. and author of 'Top of Mind' *
"If there's one person who can take credit for the current upsurge in interest in ABM, it has to be Bev Burgess. Her work to formalise, evangelise and galvanise the disparate people talking about and working at ABM has been inspirational and transformational - without her ABM wouldn't be the hot topic that it is today." * Joel Harrison, Editor-in-chief, B2B Marketing *
"Marketing is only as valuable as its proximity to a customer, and Burgess and Munn have provided the definitive guide to Account Based Marketing. Very simply, their process works wonders in driving growth. This book should be required reading for all marketing leaders." * Malcolm Frank, Executive Vice President, Strategy & Marketing, Cognizant and author of ‘Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business’ *
"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." * Jonathan Copulsky, Principal & Global Insights Leader, Deloitte Consulting *
"Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read." * Larry Weber, Chairman & CEO, Racepoint Global and author of 'The Digital Marketer' *
"A must-read practical guide for anyone planning for ABM or indeed already on the journey. Read this book to avoid making the mistakes others have made and learn from the pioneers of ABM." * Peter Lundie, Managing Partner, Agent3 *
"The competitive landscape for business marketers has become so crowded that ABM is now a must for companies seeking to truly differentiate themselves with their most important customers and prospects. Given their deep knowledge, practical experience, and pioneering roles within ABM, Dave and Bev are the perfect guides for this essential marketing strategy." * John Hall, Co-founder, Influence & Co. and author of 'Top of Mind' *
"If there's one person who can take credit for the current upsurge in interest in ABM, it has to be Bev Burgess. Her work to formalise, evangelise and galvanise the disparate people talking about and working at ABM has been inspirational and transformational - without her ABM wouldn't be the hot topic that it is today." * Joel Harrison, Editor-in-chief, B2B Marketing *
"Marketing is only as valuable as its proximity to a customer, and Burgess and Munn have provided the definitive guide to Account Based Marketing. Very simply, their process works wonders in driving growth. This book should be required reading for all marketing leaders." * Malcolm Frank, Executive Vice President, Strategy & Marketing, Cognizant and author of ‘Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business’ *
Bev Burgess is Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programmes. She has personally helped companies around the world to accelerate account growth using ABM techniques.
Dave Munn has been the President and CEO of ITSMA since 2001, having led ITSMA's global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. Prior to joining ITSMA in 1995, Dave held senior field positions with Oracle and Apple.
| SKU | Unavailable |
| ISBN 13 | 9780749479893 |
| ISBN 10 | 0749479892 |
| Title | A Practitioner's Guide to Account-Based Marketing |
| Author | Bev Burgess |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2017-03-03 |
| Number of pages | 288 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |