{"product_id":"a-practitioners-guide-to-account-based-marketing-accelerating-growth-in-strategic-accounts-9781398600874","title":"A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts","description":"\u003cp\u003e\u003cb\u003eAs 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.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e\u003cb\u003e\u003ci\u003eA Practitioner's Guide to Account-Based Marketing\u003c\/i\u003e\u003c\/b\u003e 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. \u003cp\u003e\u003c\/p\u003e 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, \u003cb\u003e\u003ci\u003eA Practitioner's Guide to Account-Based Marketing\u003c\/i\u003e\u003c\/b\u003e will help all marketers to deliver successful B2B marketing.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eBev Burgess\u003c\/b\u003e is founder and Managing Principal at Inflexion Group, which delivers thought leadership, consulting and training to companies on account-based growth. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Based near London, UK, she is also the author of \u003cb\u003e\u003ci\u003eAccount-Based Growth \u003c\/i\u003e\u003c\/b\u003eand\u003cb\u003e\u003ci\u003e Executive Engagement Strategies\u003c\/i\u003e\u003c\/b\u003e, both published by Kogan Page. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eDave Munn\u003c\/b\u003e, based in Massachusetts, US, is a recognized thought leader in B2B services and solutions marketing. As President and CEO of ITSMA, he has led the way in defining and inspiring excellence within the ITSMA global community. Dave helped pioneer the discipline of Account-Based Marketing (ABM) in the early 2000s and is co-author of the first and second edition of, \u003ci\u003eA Practitioner's Guide to Account-Based Marketing\u003c\/i\u003e.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50519989977362,"sku":"9781398600874","price":44.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_93ac60d7-62e3-4e1d-a2ef-cde9cee2f075.jpg?v=1731073617","url":"https:\/\/surprise-castle.myshopify.com\/products\/a-practitioners-guide-to-account-based-marketing-accelerating-growth-in-strategic-accounts-9781398600874","provider":"Surprise Castle","version":"1.0","type":"link"}