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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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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 baseDevelop an effective strategy to adapt ABM principles for your own organization with its own unique needsIntegrate your sales and marketing processes into an efficient, cohesive workflowLocate 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.
Publisher : Wiley; 1st edition (March 19, 2019)
Language : English
Hardcover : 224 pages
ISBN-10 : 1119572002
ISBN-13 : 978-1119572008
Item Weight : 14.4 ounces
Dimensions : 6.2 x 1 x 9.1 inches