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

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.

Bev Burgess, based in East Sussex, UK, 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. The first to codify this new B2B marketing strategy in 2003, she has personally helped companies around the world to accelerate account growth using ABM techniques.

Dave Munn, based in Lexington, MA, is the President and CEO of ITSMA, where he oversees defining, documenting, and inspiring marketing excellence with the ITSMA global membership community. Prior to this, he held senior field positions with Oracle and Apple.