000			02945nam a22002537a 4500
999			_c4009 _d4009
005			20221123125614.0
008			221123b ||||| |||| 00| 0 eng d
020			_a9781398600874
082			_a658.804 _bBUR
100			_aBurgess, Bev _99219
245			_a A practitioner's guide to account-based marketing: _baccelerating growth in strategic accounts
250			_a2nd
260			_bKogan Page  _aLondon _c2021
300			_axxii, 284 p.
365			_aGBP _b29.99
504			_aTable of contents 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
520			_aAbout the book 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.
650			_aMarketing--Key accounts _95303
650			_aRelationship marketing _9997
650			_aSelling--Key accounts _95304
650			_aIndustrial marketing--Management _9347
700			_aMunn, Dave _910322
942			_2ddc _cBK