Account-Based Marketing: The Definitive Handbook for B2B Marketers

Bev Burgess' book "Account-Based Marketing" provides practical guidance for mid-career marketers to develop and optimize ABM strategies, covering structure, processes, organizational alignment, and generative AI. It offers proven models and frameworks to enhance company capabilities and drive sustainable business growth, with real-world examples from Accenture, Salesforce, Vodafone, and more.

Format: Paperback / softback
Length: 312 pages
Publication date: 03 March 2025
Publisher: Kogan Page Ltd

Account-Based Marketing by Bev Burgess is a comprehensive guide for mid-career marketers seeking to develop and optimize ABM strategies that deliver measurable results. Whether you're new to ABM or refining your approach, this book offers proven models and frameworks to build your company's ABM capabilities through effective structure, processes, and organizational alignment. You'll learn how to:

Develop and implement ABM strategies tailored to diverse customer segments

Understand and apply the five core types of ABM to maximize impact

Build scalable ABM programs using proven operational frameworks

Stay ahead with insights on generative AI's role in evolving marketing practices

And learn from detailed real-world examples, including Accenture, Salesforce, Vodafone, and more

Packed with actionable tools and expert perspectives, this book empowers you to lead ABM initiatives that enhance your career and drive sustainable business growth.

Themes include:

Account-based marketing

B2B strategy

Marketing frameworks

Generative AI

Real-world examples

Career development

Account-based marketing (ABM) is a strategic approach to marketing that focuses on building long-term relationships with specific target accounts. It involves creating personalized marketing campaigns and content that align with the needs and interests of these accounts, and using data and analytics to track and measure the success of these campaigns.

ABM has become increasingly popular in the B2B industry, as it allows companies to target their marketing efforts more effectively and achieve higher ROI. However, implementing ABM can be challenging, as it requires a deep understanding of the target accounts, their buying processes, and their competitive landscape.

This book provides a practical, authoritative guide for mid-career marketers eager to develop and optimize ABM strategies that deliver measurable results. It covers a wide range of topics, including:

Developing and implementing ABM strategies tailored to diverse customer segments

Understanding and applying the five core types of ABM to maximize impact

Building scalable ABM programs using proven operational frameworks

Staying ahead with insights on generative AI's role in evolving marketing practices

And learning from detailed real-world examples, including Accenture, Salesforce, Vodafone, and more

The book begins by introducing the concept of ABM and explaining why it is important for B2B organizations. It then provides a step-by-step guide for developing and implementing ABM strategies, including identifying target accounts, creating personalized marketing campaigns, and measuring the success of these campaigns.

One of the key themes of the book is the importance of data and analytics in ABM. The authors explain how data can be used to identify target accounts, track their behavior, and measure the success of marketing campaigns. They also provide examples of how companies have used data and analytics to drive significant growth in their businesses.

Another important theme of the book is the role of generative AI in ABM. The authors explain how generative AI can be used to create personalized marketing content, automate marketing processes, and improve the overall efficiency of ABM campaigns. They also provide examples of how companies have used generative AI to achieve significant results in their marketing efforts.

The book also includes a number of real-world examples of ABM campaigns that have been successful in achieving measurable results. These examples include campaigns from Accenture, Salesforce, Vodafone, and more, and provide insights into the strategies and tactics that were used to achieve success.

In addition to the practical advice and examples provided in the book, the authors also provide a number of tips and tricks for successful ABM implementation. These tips include:

Identifying the right target accounts

Creating personalized marketing campaigns

Using data and analytics to track and measure the success of marketing campaigns

Staying ahead with insights on generative AI's role in evolving marketing practices

And learning from detailed real-world examples, including Accenture, Salesforce, Vodafone, and more

Overall, Account-Based Marketing by Bev Burgess is a must-read for mid-career marketers seeking to develop and optimize ABM strategies that deliver measurable results. It provides a comprehensive guide for developing and implementing ABM strategies, and includes a number of real-world examples of successful ABM campaigns. Whether you're new to ABM or refining your approach, this book will help you achieve your marketing goals and drive sustainable business growth.

Weight: 476g
Dimension: 156 x 235 x 19 (mm)
ISBN-13: 9781398619135