Account-Based Marketing For Dummies

Account-Based Marketing For Dummies
By Sangram Vajre

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Product Description

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


Product Details

  • Amazon Sales Rank: #228914 in Books
  • Brand: imusti
  • Published on: 2016-04-25
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .90" w x 7.30" l, .0 pounds
  • Binding: Paperback
  • 384 pages

Features

  • Wiley

Editorial Reviews

From the Back Cover

  • Identify best-fit accounts and personas
  • Engage decision makers and influencers on their terms
  • Accelerate your marketing and sales pipeline

Changing the B2B marketing game

Buyers have changed the B2B marketing game—and meeting their ever-changing demands can feel like an uphill battle. Packed with expert tips, this down-to-earth guide shows you how to keep afloat in today's highly digitized world, as account-based marketing is laser-focused B2B marketing. Using ABM, your "smarketing" team can accelerate pipeline velocity to generate more revenue from your best-fit prospects and customers.

Inside…

  • Identify best-fit accounts
  • Expand your reach
  • Align marketing & sales
  • Develop killer content
  • Engage customers
  • Execute an ABM playbook
  • Measure your success
  • Grow new revenue
  • Turn customers into advocates

About the Author

Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.


Customer Reviews

Most helpful customer reviews

0 of 0 people found the following review helpful.
4Helpful to understand B2B marketing
By Amazon Customer
Considering this is one of the first books ever on the subject of account-based marketing, the author does a good job presenting an overview of what's changing in the B2B marketing landscape. ABM is such a new subcategory of marketing technology, this book helps to answer basic questions as to what ABM actually is, how B2B marketing and sales teams can apply ABM strategies, and measure the results.

0 of 1 people found the following review helpful.
1Sangram Vajre clearly thinks little of marketing professionals.
By K.S.
This book is very poorly written and poorly edited. Large sections are repetitive. In some places it contradicts itself - giving a term one definition and then defining it differently in another section. There's a lot of superfluous information. Worst of all, this guy clearly has a poor view of his fellow chief marketing officers. When he describes "B2B marketers" his descriptions and definitions use very negative language and cite the state of B2B marketing from 5-10 years ago. No one I know in B2B marketing acts or thinks the way he describes. I am a proponent of account-based marketing, but I am so offended by Sangram Vajres' view of marketers, that I can promise you I would NEVER buy from his company Terminus as long as he is employed there. Well, maybe if Sangram himself issued an apology and completely re-wrote this book, I might consider it. Sangram, his attitude, and his over-zelaous bashing of marketers in order to sell account-based marketing (and more specifically his own software) is why many CMOs can't get respect. Sad to see this coming from one of our own.

0 of 1 people found the following review helpful.
1Useless
By Anton Arhipov
Pretty much useless book even if positioned as the one "for dummies".

See all 13 customer reviews...

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