Account-Based Marketing

Account-Based Marketing

by Chris Golec, Peter Isaacson, Jessica Fewless
Released March 2019
Publisher(s): Wiley
ISBN: 9781119572008

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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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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.

Table of contents

  1. Cover
  2. 1 The Sweet Spot:
    1. Is This Book for You?
    2. What Would a World-Class Marketing Strategy Include?
    3. Pushback
    4. Key Gains of an ABM Strategy
    5. Notes
  3. 2 Building Blocks:
    1. Organizational Benefits of ABM
    2. One Size Never Fits All
    3. Data Is at the Core of an ABM Strategy
    4. The Six Areas of Focus for ABM
    5. ABM Maturity Model
    6. Key Transformations of an ABM Strategy
  4. 3 Getting Buy-In:
    1. What 1878 Can Teach Us
    2. Getting ABM Off the Ground
    3. Next Step: Alignment
    4. Everyone Will Get to Flex Some New Muscles
    5. Your New Compass Heading
    6. Notes
  5. 4 Your Target Account List:
    1. Beginning the List Process
    2. Secure Provisional Agreement
    3. Update Your List Regularly
    4. Begin to Embed the List in Your Systems
    5. Segmenting Your Target Account List
    6. Set Your Goals
    7. Expanding Your Target Account List
    8. Customers, Partners, and Your Target Account List
    9. The 30-60-90-Day Plan
  6. 5 Attracting Your Target Accounts:
    1. Marketing Automation Systems
    2. Account-Based Advertising
    3. Case Study: Progress
    4. What About Retargeting?
    5. Field Marketing
    6. Getting Social
    7. Your Event Strategy
    8. Webinars
    9. Content Marketing
    10. Defining Your Initial ABM Attraction Strategy
    11. Notes
  7. 6 Boosting Engagement:
    1. The Net and the Dart
    2. Personalize the Message
    3. Seven Steps to Phasing in Website Personalization
    4. Notes
  8. 7 Converting and Closing:
    1. Signals and the Buying Journey
    2. Heat Maps Deliver Insights
    3. On-Page Signals to Watch for
    4. The Great Gate Debate
    5. Ways to Increase the Likelihood of a Conversion
    6. Best Practices for Webinar Conversions
    7. Lowering the CTA Bar
    8. Case Study: Iron Mountain
    9. Closing Accounts
    10. Note
  9. 8 Measuring What Matters:
    1. Attribution
    2. Three Levels of Measurement
    3. Establishing Goals and Incentives
    4. Reporting Your Results
    5. Notes
  10. 9 Scaling Your ABM Efforts:
    1. Six Questions to Ask Yourself
    2. Your ABM Playbook Is Crucial
    3. Five Ways to Find the Budget for ABM
    4. Orchestration
    5. Note
  11. 10 Enhancing ABM with Technology:
    1. Identify Current Gaps
    2. The ABM Tech Stack
    3. Infrastructure Technologies
    4. Account Selection Technologies
    5. Engagement Technologies
    6. Sales-Enablement Technologies
    7. Measurement Technologies
    8. Four Considerations to Keep in Mind
    9. Take It Step by Step
    10. Notes
  12. 11 Guiding ABM Ever Higher:
    1. The Top Eight Signs that Your ABM Strategy Might Be in Trouble
    2. Two Interesting Questions
    3. CA Technologies Case Study
    4. What’s on the Horizon for ABM
  13. Acknowledgments
  14. Index
  15. End User License Agreement

Product information

  • Title: Account-Based Marketing
  • Author(s): Chris Golec, Peter Isaacson, Jessica Fewless
  • Release date: March 2019
  • Publisher(s): Wiley
  • ISBN: 9781119572008