Author: Bev Burgess
Publisher: Kogan Page Publishers
ISBN: 0749479906
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories, A Practitioner's Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field, including BT, Fujitsu, IBM, Juniper Networks, Microsoft, SAP, and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA), who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts.
Author: Sangram Vajre
Publisher: John Wiley & Sons
ISBN: 1119224861
Category : Business & Economics
Languages : en
Pages : 384
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Book Description
Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! "Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it. Any business marketing professional will benefit from a look at this book."- David Raab, Founder at Raab Associates "If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too." - Megan Heuer, Vice President and Group Director, SiriusDecisions "Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how." - Joe Chernov, VP of Marketing at InsightSquared "Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how." - Scott Brinker, Author of Hacking Marketing "Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results." - Sean Zinsmeister, Senior Director of Product Marketing, Infer "The book may be titled '…for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike." Scott Vaughan, CMO, Integrate
Author: Bev Burgess
Publisher: Kogan Page Publishers
ISBN: 139860089X
Category : Business & Economics
Languages : en
Pages : 313
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Book Description
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 Fujitsu, Infosys, Microsoft, O2 and ServiceNow, 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.
Author: Chris Golec
Publisher: John Wiley & Sons
ISBN: 1119572002
Category : Business & Economics
Languages : en
Pages : 224
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Book Description
Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide.
Author: BEV. BURGESS
Publisher:
ISBN: 9781398607446
Category :
Languages : en
Pages : 256
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Book Description
Nurture client relationships, deliver long-term, market-beating growth, and win the competitive edge with this end-to-end guide to connecting marketing, sales and customer success for key B2B accounts. It is one thing to win important accounts and business in the first place through effective marketing, but quite a different task to retain and grow them over subsequent years. Account-Based Growth offers a complete roadmap to breaking down silos between marketing, sales and customer success to building enduring B2B relationships, deliver profitable, sustainable growth and outstanding value for priority clients. Exploring how to prioritize accounts and allocate resources as well as enabling executive sponsorship and engagement, it features real-life viewpoints from industry experts, and case studies from leading organizations including Accenture, Cisco, Fujitsu, IBM and Salesforce. Also showing how to manage data, technology and operations and build your team's competencies, Account-Based Growth is supported by hints and tips and key bullet-pointed takeaways at the end of each chapter. It can be used alongside A Practitioner's Guide to Account-Based Marketing for a complete end-to-end resource for marketing and selling complex, high-value business solutions and delivering long-term value to key clients.
Author: Chris Golec
Publisher: John Wiley & Sons
ISBN: 1119572029
Category : Business & Economics
Languages : en
Pages : 181
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Book Description
Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide.
Author: Bev Burgess
Publisher: Kogan Page Publishers
ISBN: 1398607452
Category : Business & Economics
Languages : en
Pages : 305
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Book Description
Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra.
Author: David P. Diana
Publisher: John Wiley & Sons
ISBN: 0470609133
Category : Psychology
Languages : en
Pages : 260
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Book Description
Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners "This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places." —Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic "David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision." —Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice. Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on: Using customer-based selling to create a thriving practice Developing effective strategies for engaging clients, building credibility, and earning loyalty Identifying true prospects that will lead to long-term success Using power, influence, and persuasion to help grow your practice Creating an impression and being remembered Using Internet technology to start a conversation and build relevance A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.
Author: Business Marketing Association
Publisher: Dog Ear Publishing
ISBN: 1457502194
Category : Business planning
Languages : en
Pages : 230
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Book Description
Learn Essential B2B Marketing Strategies and Techniques In today's ultra-competitive business landscape, mastering innovative B2B marketing skills is a must. Whether you own a small business or oversee a large marketing department, Advice From The Top will provide you with an abundance of information from marketing experts who will teach you: - Proven strategies for developing more effective marketing programs - Powerful ideas for creating dynamic content - Specific guidelines for executing marketing plans - Time-tested formulas for measuring success - And much more " Wow, what a terrific, broad collection of B2B marketing insight. I love hearing the diverse voices, from academia to corporate board room, sharing the most interesting facets of marketing, all of which are pertinent to my daily job as a CMO." Katherine Button Bell, Vice President and Chief Marketing Officer, Emerson " If you're looking for a wide range of B2B marketing wisdom, this book is a must-have from pros. A shining example of the intellectual property our BMA members have and are willing to share." Al Maag, Chief Communications Officer, Avnet, and President of BMA Phoenix BMA Colorado is a 13-time national BMA Chapter of the Year award winner. www.bmacolorado.org
Author: Chris Adlard
Publisher: John Wiley & Sons
ISBN: 1119575060
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
How organisations can drive growth in the Customer Economy The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to: Lead their organisations to more profitable and sustainable growth Transform their organisations to become truly customer-centric with the C-change growth engine Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success Help their companies adapt to, and profit from, the new realities of the Customer Economy Gain important insights from business leaders on best practice in key customer-centric growth areas The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth.
