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 build ABM capabilities, maximize impact, and stay ahead with insights on evolving marketing practices.

Format: Hardback
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 deep, long-term relationships with specific target accounts. It involves creating personalized marketing campaigns and experiences that align with the unique needs and interests of each account. ABM has become increasingly popular in the B2B space, as it allows companies to target their marketing efforts more effectively and achieve higher ROI.

One of the key components of ABM is the development of a target account list. This list includes the accounts that are most likely to convert into customers and that have the highest potential value for the company. The list should be based on a variety of factors, such as industry, company size, location, and buying behavior.

Once the target account list has been developed, ABM strategies can be implemented. These strategies can include personalized email campaigns, targeted social media ads, and in-person events. Personalized email campaigns can be used to build relationships with potential customers and to provide them with valuable information about the company's products or services. Targeted social media ads can be used to reach a wider audience and to drive traffic to the company's website. In-person events can be used to build relationships with potential customers and to demonstrate the company's products or services in a real-world setting.

ABM also involves the use of generative AI. Generative AI is a type of AI that can generate new content and ideas. It can be used to create personalized marketing campaigns and to improve the effectiveness of existing campaigns. For example, generative AI can be used to create personalized email campaigns that are tailored to the individual interests of each recipient.

However, implementing ABM can be challenging. It requires a significant investment of time, resources, and money. It also requires a deep understanding of the target accounts and their needs and interests. Companies that are new to ABM may need to invest in training and education to ensure that their employees are able to effectively implement ABM strategies.

Despite these challenges, ABM has the potential to deliver significant results for B2B companies. By building deep, long-term relationships with specific target accounts, companies can increase their sales and revenue. They can also improve their customer retention rates and their brand reputation.

In addition, ABM can help companies to stay ahead of the competition. By targeting their marketing efforts more effectively, companies can gain a competitive advantage over their competitors. They can also use generative AI to create new content and ideas that can help them to stand out from the crowd.

However, it is important to note that ABM is not a one-size-fits-all solution. Different companies have different needs and interests, and it is important to tailor ABM strategies to meet those needs. Companies that are not willing to invest in training and education may not be able to achieve the same results as companies that are.

In conclusion, 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. By developing and implementing ABM strategies tailored to diverse customer segments, understanding and applying the five core types of ABM, 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, you can lead ABM initiatives that enhance your career and drive sustainable business growth.

Weight: 588g
Dimension: 162 x 243 x 24 (mm)
ISBN-13: 9781398619159