A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts - Brossura

Burgess, Bev; Munn, Dave

Brossura

ISBN 10: 0749479892 ISBN 13: 9780749479893

Casa editrice: Kogan Page, 2020

Riassunto

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.

Su questo libro

Informazioni sull?autore

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.

Dettagli dell'edizione

• Editore: Kogan Page
• Data di pubblicazione: 2020
• Lingua: Inglese
• ISBN 10: 0749479892
• ISBN 13: 9780749479893
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 288
• Contatto del produttore: non disponibile
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