{"product_id":"account-based-marketing-isbn-9781119572008","title":"Account-Based Marketing","description":"\u003cp\u003e\u003cb\u003eAccount-Based Marketing is changing the discipline of marketing—Why?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBusiness-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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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.\u003c\/p\u003e \u003cp\u003eDespite 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, \u003ci\u003eAccount-Based Marketing\u003c\/i\u003e explains how to execute a world-class ABM strategy from start to finish.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFind out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base\u003c\/li\u003e \u003cli\u003eDevelop an effective strategy to adapt ABM principles for your own organization with its own unique needs\u003c\/li\u003e \u003cli\u003eIntegrate your sales and marketing processes into an efficient, cohesive workflow\u003c\/li\u003e \u003cli\u003eLocate and attract the ideal clients for your business to increase revenue and open up new opportunities\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFrom 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Sweet Spot 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs This Book for You? 3\u003c\/p\u003e \u003cp\u003eWhat Would a World-Class Marketing Strategy Include? 4\u003c\/p\u003e \u003cp\u003ePushback 6\u003c\/p\u003e \u003cp\u003eKey Gains of an ABM Strategy 11\u003c\/p\u003e \u003cp\u003eHow to Make a Smooth Transition into ABM 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Building Blocks 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOrganizational Benefits of ABM 15\u003c\/p\u003e \u003cp\u003eOne Size Never Fits All 17\u003c\/p\u003e \u003cp\u003eData Is at the Core of an ABM Strategy 20\u003c\/p\u003e \u003cp\u003eThe Six Areas of Faocus for ABM 22\u003c\/p\u003e \u003cp\u003eABM Maturity Model 33\u003c\/p\u003e \u003cp\u003eKey Transformations of an ABM Strategy 36\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Getting Buy-In 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat 1878 Can Teach Us 40\u003c\/p\u003e \u003cp\u003eGetting ABM Off the Ground 41\u003c\/p\u003e \u003cp\u003eNext Step: Alignment 47\u003c\/p\u003e \u003cp\u003eEveryone Will Get to Flex Some New Muscles 51\u003c\/p\u003e \u003cp\u003eYour New Compass Heading 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Your Target Account List 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeginning the List Process 60\u003c\/p\u003e \u003cp\u003eSecure Provisional Agreement 64\u003c\/p\u003e \u003cp\u003eUpdate Your List Regularly 65\u003c\/p\u003e \u003cp\u003eBegin to Embed the List in Your Systems 66\u003c\/p\u003e \u003cp\u003eSegmenting Your Target Account List 67\u003c\/p\u003e \u003cp\u003eSet Your Goals 70\u003c\/p\u003e \u003cp\u003eExpanding Your Target Account List 70\u003c\/p\u003e \u003cp\u003eCustomers, Partners, and Your Target Account List 73\u003c\/p\u003e \u003cp\u003eThe 30-60-90-Day Plan 77\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Attracting Your Target Accounts 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Automation Systems 80\u003c\/p\u003e \u003cp\u003eAccount-Based Advertising 80\u003c\/p\u003e \u003cp\u003eCase Study: Progress 85\u003c\/p\u003e \u003cp\u003eWhat About Retargeting? 86\u003c\/p\u003e \u003cp\u003eField Marketing 88\u003c\/p\u003e \u003cp\u003eGetting Social 90\u003c\/p\u003e \u003cp\u003eYour Event Strategy 90\u003c\/p\u003e \u003cp\u003eWebinars 92\u003c\/p\u003e \u003cp\u003eContent Marketing 93\u003c\/p\u003e \u003cp\u003eDefining Your Initial ABM Attraction Strategy 97\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Boosting Engagement 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Net and the Dart 100\u003c\/p\u003e \u003cp\u003ePersonalize the Message 101\u003c\/p\u003e \u003cp\u003eSeven Steps to Phasing in Website Personalization 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Converting and Closing 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSignals and the Buying Journey 110\u003c\/p\u003e \u003cp\u003eHeat Maps Deliver Insights 111\u003c\/p\u003e \u003cp\u003eOn-Page Signals to Watch for 112\u003c\/p\u003e \u003cp\u003eThe Great Gate Debate 114\u003c\/p\u003e \u003cp\u003eWays to Increase the Likelihood of a Conversion 116\u003c\/p\u003e \u003cp\u003eBest Practices for Webinar Conversions 121\u003c\/p\u003e \u003cp\u003eLowering the CTA Bar 123\u003c\/p\u003e \u003cp\u003eCase Study: Iron Mountain 124\u003c\/p\u003e \u003cp\u003eClosing Accounts 125\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Measuring What Matters 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAttribution 130\u003c\/p\u003e \u003cp\u003eThree Levels of Measurement 131\u003c\/p\u003e \u003cp\u003eEstablishing Goals and Incentives 139\u003c\/p\u003e \u003cp\u003eReporting Your Results 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Scaling Your ABM Efforts 149\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSix Questions to Ask Yourself 150\u003c\/p\u003e \u003cp\u003eYour ABM Playbook Is Crucial 155\u003c\/p\u003e \u003cp\u003eFive Ways to Find the Budget for ABM 164\u003c\/p\u003e \u003cp\u003eOrchestration 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Enhancing ABM with Technology 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentify Current Gaps 172\u003c\/p\u003e \u003cp\u003eThe ABM Tech Stack 173\u003c\/p\u003e \u003cp\u003eInfrastructure Technologies 173\u003c\/p\u003e \u003cp\u003eAccount Selection Technologies 176\u003c\/p\u003e \u003cp\u003eEngagement Technologies 177\u003c\/p\u003e \u003cp\u003eSales-Enablement Technologies 180\u003c\/p\u003e \u003cp\u003eMeasurement Technologies 181\u003c\/p\u003e \u003cp\u003eFour Considerations to Keep in Mind 183\u003c\/p\u003e \u003cp\u003eTake It Step by Step 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Guiding ABM Ever Higher 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Top Eight Signs that Your ABM Strategy Might Be in Trouble 188\u003c\/p\u003e \u003cp\u003eTwo Interesting Questions 191\u003c\/p\u003e \u003cp\u003eCA Technologies Case Study 193\u003c\/p\u003e \u003cp\u003eWhat’s on the Horizon for ABM 195\u003c\/p\u003e \u003cp\u003eAcknowledgements 199\u003c\/p\u003e \u003cp\u003eIndex 201\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChris Golec (www.demandbase.com, Chicago, IL)\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePeter Isaacson (www.demandbase.com; San Francisco, CA)\u003c\/b\u003e is the CMO of Demandbase, and has deep experience with international marketing across Europe and Asia.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eJessica Fewless (www.demandbase.com; San Francisco, CA)\u003c\/b\u003e 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePRAISE FOR \u003ci\u003eAccount-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"We've been working on account based strategies for the past few years and this book does a great job of capturing the practical lessons of how to plan for long term success with ABM. Get ready to take notes!\"\u003cbr\u003e\u003cb\u003e—Sydney Sloan,\u003c\/b\u003e Chief Marketing Officer, SalesLoft\u003c\/p\u003e \u003cp\u003e\"There is no one more knowledgeable about ABM than the folks at Demandbase. When you read this book, you're getting the definitive story on ABM.\"\u003cbr\u003e\u003cb\u003e—Meagen Eisenberg,\u003c\/b\u003e Chief Marketing Officer, MongoDB\u003c\/p\u003e \u003cp\u003e\"For all the hype around Account-Based Marketing, there isn't a lot of practical, hands on guidance out there. This book changes that—it's an important read for any B2B marketer executing ABM.\"\u003cbr\u003e\u003cb\u003e—Alison Wagonfeld,\u003c\/b\u003e Chief Marketing Officer, Google Cloud\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDoes any of the following happen at your company?\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003eYour Marketing and Sales teams are not aligned and don't collaborate to target the highest-value prospects and customers.\u003c\/li\u003e \u003cli\u003eYou have a hard time proving the ROI on your marketing investments and programs.\u003c\/li\u003e \u003cli\u003eMarketing has trouble providing enough highly qualified leads to Sales.\u003c\/li\u003e \u003cli\u003eYou have a one-size-fits-all website, leading to high bounce rates and low conversions.\u003c\/li\u003e \u003cli\u003eYou're still focused on vanity marketing metrics—leads, website visits, downloads—because you can't prove marketing's impact further down the funnel.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIf so, this book will help you address and rectify these issues, to ensure you have greater success and make a bigger impact with your marketing strategy!\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988653293797,"sku":"NP9781119572008","price":34.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119572008.jpg?v=1761781129","url":"https:\/\/k12savings.com\/es\/products\/account-based-marketing-isbn-9781119572008","provider":"K12savings","version":"1.0","type":"link"}