【2019新书】Account-Based Marketing

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Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue
by Chris Golec (Author), Peter Isaacson (Author), Jessica Fewless (Author)

About the Author
Chris Golec, the founder and CEO of Demandbase, a leader in the white-hot Account-Based Marketing space. Demandbase makes it possible for businesses to deliver personalized ads to people at specific companies across the web, and then help tailor the messages on their website to convert these companies to customers.
Peter Isaacson is the CMO of Demandbase, and has deep experience with international marketing across Europe and Asia.
Jessica Fewless is the Vice President at Demandbase and played a key role in executing Demandbase's Account Based Marketing strategy. Jessica has worked with organizations to build, hone, and measure the success of their ABM strategies, 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.

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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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

Brief contents
1 The Sweet Spot
2 Building Blocks
3 Getting Buy-In
4 Your Target Account List
5 Attracting Your Target Accounts
6 Boosting Engagement
7 Converting and Closing
8 Measuring What Matters
9 Scaling Your ABM Efforts
10 Enhancing ABM with Technology
11 Guiding ABM Ever Higher
Acknowledgments
Index

Pages: 224 pages
Publisher: Wiley; 1 edition (March 19, 2019)
Language: English
ISBN-10: 1119572002
ISBN-13: 978-1119572008

Wiley__Account-Based Marketing_How to Target and Engage the Companies That Will .epub (2.19 MB, 需要: 15 个论坛币)

2019-9-13 09:56:52 上传

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slowry 发表于 2019-9-13 09:59
Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue
by Chri ...

分享！！

slowry 发表于 2019-9-13 09:59
Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue
by Chri ...

谢谢分享