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A Practitioners Guide To Account Based Marketing
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Book Synopsis A Practitioner's Guide to Account-Based Marketing by : Bev Burgess
Download or read book A Practitioner's Guide to Account-Based Marketing written by Bev Burgess and published by Kogan Page Publishers. This book was released on 2017-03-03 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Account-Based Marketing For Dummies by : Sangram Vajre
Download or read book Account-Based Marketing For Dummies written by Sangram Vajre and published by John Wiley & Sons. This book was released on 2016-04-13 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! "Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it. Any business marketing professional will benefit from a look at this book."- David Raab, Founder at Raab Associates "If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too." - Megan Heuer, Vice President and Group Director, SiriusDecisions "Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how." - Joe Chernov, VP of Marketing at InsightSquared "Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how." - Scott Brinker, Author of Hacking Marketing "Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results." - Sean Zinsmeister, Senior Director of Product Marketing, Infer "The book may be titled '…for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike." Scott Vaughan, CMO, Integrate
Book Synopsis A Practitioner's Guide to Account-Based Marketing by : Bev Burgess
Download or read book A Practitioner's Guide to Account-Based Marketing written by Bev Burgess and published by Kogan Page Publishers. This book was released on 2021-06-03 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Account-Based Marketing by : Chris Golec
Download or read book Account-Based Marketing written by Chris Golec and published by John Wiley & Sons. This book was released on 2019-03-19 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Account-Based Growth by : BEV. BURGESS
Download or read book Account-Based Growth written by BEV. BURGESS and published by . This book was released on 2022-10-25 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Nurture client relationships, deliver long-term, market-beating growth, and win the competitive edge with this end-to-end guide to connecting marketing, sales and customer success for key B2B accounts. It is one thing to win important accounts and business in the first place through effective marketing, but quite a different task to retain and grow them over subsequent years. Account-Based Growth offers a complete roadmap to breaking down silos between marketing, sales and customer success to building enduring B2B relationships, deliver profitable, sustainable growth and outstanding value for priority clients. Exploring how to prioritize accounts and allocate resources as well as enabling executive sponsorship and engagement, it features real-life viewpoints from industry experts, and case studies from leading organizations including Accenture, Cisco, Fujitsu, IBM and Salesforce. Also showing how to manage data, technology and operations and build your team's competencies, Account-Based Growth is supported by hints and tips and key bullet-pointed takeaways at the end of each chapter. It can be used alongside A Practitioner's Guide to Account-Based Marketing for a complete end-to-end resource for marketing and selling complex, high-value business solutions and delivering long-term value to key clients.
Book Synopsis Marketing for the Mental Health Professional by : David P. Diana
Download or read book Marketing for the Mental Health Professional written by David P. Diana and published by John Wiley & Sons. This book was released on 2010-03-19 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners "This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places." —Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic "David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision." —Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice. Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on: Using customer-based selling to create a thriving practice Developing effective strategies for engaging clients, building credibility, and earning loyalty Identifying true prospects that will lead to long-term success Using power, influence, and persuasion to help grow your practice Creating an impression and being remembered Using Internet technology to start a conversation and build relevance A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.
Book Synopsis Account-Based Growth by : Bev Burgess
Download or read book Account-Based Growth written by Bev Burgess and published by Kogan Page Publishers. This book was released on 2022-11-03 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers. Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers. Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra.
Book Synopsis A CBT Practitioner's Guide to ACT by : Joseph Ciarrochi
Download or read book A CBT Practitioner's Guide to ACT written by Joseph Ciarrochi and published by New Harbinger Publications. This book was released on 2008 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: If recent professional publications and conferences are any indication, acceptance- and mindfulness-based therapies are the future of clinical psychology. A CBT-Practitioner's Guide to ACT helps professionals whose clinical educations focused on traditional, change-based cognitive behavior therapies navigate the practical and theoretical challenges that come with the switch to the more promising, acceptance-based strategies.
Book Synopsis Kellogg on Strategy by : David Dranove
Download or read book Kellogg on Strategy written by David Dranove and published by John Wiley & Sons. This book was released on 2005-08-05 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for business executives and MBA students, Kellogg on Strategy is a practical guide to choosing the right strategy for your business and applying it correctly. Rather than covering the basics of strategy, this expert guide shows you how to use strategy effectively so your business can succeed. You'll learn to analyze your current competitive position, develop the perfect strategy to match your goals, and apply that strategy thoughtfully and effectively. Inside, you'll find expert guidance on: * Measuring your firm's competitive advantage * Analyzing opportunities and threats in your industry * Responding to a competitor's strategy and pricing * Coping with entry into new markets * Positioning your firm against the competition * Developing a sustainable, long-term competitive advantage * And much more
Book Synopsis The Customer Catalyst by : Chris Adlard
Download or read book The Customer Catalyst written by Chris Adlard and published by John Wiley & Sons. This book was released on 2019-10-21 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: How organisations can drive growth in the Customer Economy The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to: Lead their organisations to more profitable and sustainable growth Transform their organisations to become truly customer-centric with the C-change growth engine Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success Help their companies adapt to, and profit from, the new realities of the Customer Economy Gain important insights from business leaders on best practice in key customer-centric growth areas The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth.
Download or read book B2B Marketing written by Uwe G. Seebacher and published by Springer Nature. This book was released on 2021-05-03 with total page 754 pages. Available in PDF, EPUB and Kindle. Book excerpt: This unique book comprehensively presents the current state of knowledge, theoretical and practical alike, in the field of business-to-business (B2B) marketing. More than 30 of the best and most recognized B2B marketers address the most relevant theoretical foundations, concepts, tried and tested approaches and models from entrepreneurial practice. Many of those concepts are published for the first time ever in this book. The book not only builds on the existing classic literature for industrial goods marketing but also – and much more importantly – finally closes the gap towards the rapidly growing ecosystem of modern B2B marketing terms, instruments, products, and topics. Technical terms such as Account-Based Marketing, Buyer Journey, ChatBots, Content AI, Marketing Automation, Marketing Canvas, Social Selling, Touchpoint Sensitivity Analysis, and Predictive Intelligence are explained and examined in detail, especially in terms of their applicability and implementation. The book as a whole reflects the B2B marketing journey so that the readers can directly connect the content to their own experience and use the book as a guide in their day-to-day work for years to come.
Book Synopsis A PRACTITIONER'S GUIDE TO BUSINESS ANALYTICS: Using Data Analysis Tools to Improve Your Organization’s Decision Making and Strategy by : Randy Bartlett
Download or read book A PRACTITIONER'S GUIDE TO BUSINESS ANALYTICS: Using Data Analysis Tools to Improve Your Organization’s Decision Making and Strategy written by Randy Bartlett and published by McGraw Hill Professional. This book was released on 2013-01-25 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gain the competitive edge with the smart use of business analytics In today’s volatile business environment, the strategic use of business analytics is more important than ever. A Practitioners Guide to Business Analytics helps you get the organizational commitment you need to get business analytics up and running in your company. It provides solutions for meeting the strategic challenges of applying analytics, such as: Integrating analytics into decision making, corporate culture, and business strategy Leading and organizing analytics within the corporation Applying statistical qualifications, statistical diagnostics, and statistical review Providing effective building blocks to support analytics—statistical software, data collection, and data management Randy Bartlett, Ph.D., is Chief Statistical Officer of the consulting company Blue Sigma Analytics. He currently works with Infosys, where he has helped build their new Business Analytics practice.
Book Synopsis Mergers and Acquisitions by : Steven M. Bragg
Download or read book Mergers and Acquisitions written by Steven M. Bragg and published by John Wiley & Sons. This book was released on 2008-12-03 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: Accounting expert Steven Bragg equips you with a working knowledge of the complete M&A process throughout Mergers and Acquisitions: A Condensed Practitioner's Guide, with comprehensive, reader-friendly, and straightforward advice on principal business terms, as well as the due diligence process, the customary contractual provisions, legal background, and how-to's applicable to business acquisitions. Destined to become a well-thumbed addition to every manager's library, this essential guide addresses the entire acquisition process with pragmatic information that will serve you as an excellent reference whether you are a novice or expert acquirer.
Download or read book ABM Is B2B written by Sangram Vajre and published by IdeaPress Publishing. This book was released on 2019-09-03 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Instant Bestseller on Amazon in Marketing and Sales! FACT: Less than ONE percent of all leads become customers. As a business, how can you break that trend and achieve client fidelity? In this book we reveal the secrets behind the framework that will sell and retain your customers. Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around. In this highly anticipated book, we reveal the secrets behind our signature TEAM - Target, Engage, Activate, and Measure - framework to transform your approach to market, increase sales, and retain your ideal customers. Account-Based Marketing (ABM) is the new B2B. It's time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model. A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics. It's time to take the lead and transition your business to ABM. The process is simple when you have the right book - ABM is B2B. What are you waiting for?
Book Synopsis The Definitive Guide to Entertainment Marketing by : Al Lieberman
Download or read book The Definitive Guide to Entertainment Marketing written by Al Lieberman and published by Pearson Education. This book was released on 2013 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow...any content, on any platform, in any market, worldwide. You'll master innovative new ways to grab consumers' attention and wallets fast...make your experiences wannasee, haftasee, mustsee...drive more value through social platforms, mobile technologies, and integrated marketing strategies...overcome challenges ranging from bad buzz to piracy...fully leverage licensing, merchandising, and sponsorships...and successfully market all forms of entertainment.
Book Synopsis The Executive's Guide to Account-Based Marketing by : Alisha Lyndon
Download or read book The Executive's Guide to Account-Based Marketing written by Alisha Lyndon and published by Momentum Itsma. This book was released on 2022-12-15 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: BIG IDEAS & PRACTICAL ADVICE ON HOW TO WIN, RETAIN AND GROW YOUR MOST VALUABLE CUSTOMERS. Account-Based Marketing (ABM) is a strategic approach that treats individual accounts as markets in their own right. It is the number one performing marketing strategy for return on investment and creates sustainable and profitable growth, aligns sales and marketing teams, and helps embed customer centric culture. This book from Momentum ITSMA, the pioneers of Account-Based Marketing (ABM) and global authority on ABM, is a must read for any executive looking to drive market beating growth. It provides a clear framework on what Account-Based Marketing is, how to measure success, and the critical success factors needed to build and embed a program to accelerate your growth. "With the advancements in technology, we have so much information at our fingertips it's easy to get lost in the data and lose sight of the customer. ABM helps build deeper customer understanding and connected customer outcomes." -SYDNE MULLINGS, US CHIEF OPERATING OFFICER, MICROSOFT
Book Synopsis Marketing with Strategic Empathy by : Claire Brooks
Download or read book Marketing with Strategic Empathy written by Claire Brooks and published by Kogan Page Publishers. This book was released on 2016-08-03 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: We are living in an age of continual motion and change, and as a result traditional strategy planning has become outmoded. Every manager, perhaps even every employee, needs to become a strategist. Every strategist, in turn, needs to develop deep consumer insight - or empathy - as a basis for flexible strategy formation. This book offers a practical guide on how to develop and implement a systematic process of strategic empathy to lead to greater effectiveness and day-to-day success. Marketing With Strategic Empathy is written by Claire Brooks, the CEO of the global consulting firm where the strategic empathy framework and processes were developed. She has applied these in many successful projects for international corporations for more than 10 years.
