{"product_id":"account-based-marketing-for-dummies-isbn-9781119224853","title":"Account-Based Marketing For Dummies","description":"\u003cp\u003e\u003cb\u003eGrow your account list with an effective account-based marketing strategy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuyers have changed the B2B marketing game. \u003ci\u003eAccount-Based Marketing For Dummies\u003c\/i\u003e is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on \u003ci\u003etheir\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAlign your sales and marketing teams for greater success in your ABM efforts\u003c\/li\u003e \u003cli\u003eAnalyze data to identify key accounts\u003c\/li\u003e \u003cli\u003eTarget your messages for real-time interaction\u003c\/li\u003e \u003cli\u003eIntegrate your campaign with marketing automation software\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIf you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, \u003ci\u003eAccount-Based Marketing For Dummies\u003c\/i\u003e has you covered!\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eAccount-Based Marketing For Dummies\u003c\/i\u003e 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.\"\u003cbr\u003e\u003cb\u003e—David Raab\u003c\/b\u003e, Founder at Raab Associates\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Megan Heuer, Vice President and Group Director, SiriusDecisions\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Joe Chernov, VP of Marketing at InsightSquared\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Scott Brinker, Author of \u003ci\u003eHacking Marketing\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Sean Zinsmeister, Senior Director of Product Marketing, Infer\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Scott Vaughan, CMO, Integrate\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 2\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 4\u003c\/p\u003e \u003cp\u003eBeyond the Book 4\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1: Getting Started with Account-based Marketing 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Introducing the Basics of Account-Based Marketing 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Account-Based Marketing 10\u003c\/p\u003e \u003cp\u003ePouring leads into the funnel 10\u003c\/p\u003e \u003cp\u003eMoving away from lead-based marketing 12\u003c\/p\u003e \u003cp\u003eFlipping the Funnel 14\u003c\/p\u003e \u003cp\u003eIdentifying your best-fit contacts 15\u003c\/p\u003e \u003cp\u003eExpanding contacts into accounts 16\u003c\/p\u003e \u003cp\u003eEngaging accounts on their terms 16\u003c\/p\u003e \u003cp\u003eCreating customer advocates 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Making the Case for Account-Based Marketing 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Why B2B Companies Need Account-Based Marketing 20\u003c\/p\u003e \u003cp\u003eMeasuring leads is no longer enough 22\u003c\/p\u003e \u003cp\u003eMaximizing your marketing efforts 22\u003c\/p\u003e \u003cp\u003eStarting the Conversation about ABM 23\u003c\/p\u003e \u003cp\u003eInvesting your resources the right way 23\u003c\/p\u003e \u003cp\u003eSupporting sales productivity 23\u003c\/p\u003e \u003cp\u003eInfluencing customer sentiment 26\u003c\/p\u003e \u003cp\u003eDriving More Revenue from Account-Based Marketing 28\u003c\/p\u003e \u003cp\u003eGenerating qualified opportunities 29\u003c\/p\u003e \u003cp\u003eClosing more new business 29\u003c\/p\u003e \u003cp\u003ePreventing customer churn 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Aligning Sales and Marketing 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting the Right Marketing Goals 32\u003c\/p\u003e \u003cp\u003eChanging the B2B game 33\u003c\/p\u003e \u003cp\u003eCreating a message that works for sales 35\u003c\/p\u003e \u003cp\u003eDriving Revenue through Teamwork 36\u003c\/p\u003e \u003cp\u003eSelling the dream 37\u003c\/p\u003e \u003cp\u003eBuilding your “A” team 38\u003c\/p\u003e \u003cp\u003eRenewing the Vows between Marketing and Sales 40\u003c\/p\u003e \u003cp\u003eConnecting to marketing 41\u003c\/p\u003e \u003cp\u003eTalking to your sales team 41\u003c\/p\u003e \u003cp\u003eSetting realistic expectations 42\u003c\/p\u003e \u003cp\u003ePlaying to your strengths 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Selecting Tools 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Marketing Technology 46\u003c\/p\u003e \u003cp\u003eDetermining your MarTech needs 46\u003c\/p\u003e \u003cp\u003eAssessing your resources 48\u003c\/p\u003e \u003cp\u003eBuilding a MarTech Stack 48\u003c\/p\u003e \u003cp\u003eDefining your digital presence 54\u003c\/p\u003e \u003cp\u003eSetting Up Your Platforms 54\u003c\/p\u003e \u003cp\u003eIntegrating your software 54\u003c\/p\u003e \u003cp\u003eManaging ABM tools 56\u003c\/p\u003e \u003cp\u003eTying everything back to an account 57\u003c\/p\u003e \u003cp\u003eTypes of Marketing Activities 58\u003c\/p\u003e \u003cp\u003eAdvertising 58\u003c\/p\u003e \u003cp\u003eSocial 59\u003c\/p\u003e \u003cp\u003eEvents 59\u003c\/p\u003e \u003cp\u003eDirect mail 60\u003c\/p\u003e \u003cp\u003eContent 61\u003c\/p\u003e \u003cp\u003eWebinars 63\u003c\/p\u003e \u003cp\u003eEmail 64\u003c\/p\u003e \u003cp\u003eCalls 66\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2: Identifying Accounts for Marketing 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Targeting Your Best-Fit Accounts 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on the Right Market 70\u003c\/p\u003e \u003cp\u003eSpecifying the industry 70\u003c\/p\u003e \u003cp\u003eSizing the company 71\u003c\/p\u003e \u003cp\u003eSegmenting by industry and company size 71\u003c\/p\u003e \u003cp\u003eCreating an Ideal Customer Profile 72\u003c\/p\u003e \u003cp\u003eDetermining your ICP 73\u003c\/p\u003e \u003cp\u003eCrafting personas 74\u003c\/p\u003e \u003cp\u003eUnderstanding personas’ motivations 75\u003c\/p\u003e \u003cp\u003eMaking a Value Proposition 76\u003c\/p\u003e \u003cp\u003eDifferentiating value based on roles 76\u003c\/p\u003e \u003cp\u003eTailoring your message 76\u003c\/p\u003e \u003cp\u003eRemembering everyone is different 76\u003c\/p\u003e \u003cp\u003eBuilding Your List of Target Accounts 77\u003c\/p\u003e \u003cp\u003eStarting with a tiered list of companies 77\u003c\/p\u003e \u003cp\u003eApplying your ICP to the company list 78\u003c\/p\u003e \u003cp\u003eLaser-focusing on best-fit 80\u003c\/p\u003e \u003cp\u003eProspecting within accounts 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Fueling the Account-Based Marketing Engine 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eManaging Your Existing CRM Data 82\u003c\/p\u003e \u003cp\u003eLeveraging your customer data 82\u003c\/p\u003e \u003cp\u003eComparing customers with your ICP 84\u003c\/p\u003e \u003cp\u003eFiguring out what you can use 84\u003c\/p\u003e \u003cp\u003eObtaining New Data on Target Accounts 84\u003c\/p\u003e \u003cp\u003eGathering the right data 85\u003c\/p\u003e \u003cp\u003eAcquiring correct company information 85\u003c\/p\u003e \u003cp\u003eFinding the right people in those companies 87\u003c\/p\u003e \u003cp\u003eUtilizing predictive analytics 89\u003c\/p\u003e \u003cp\u003eCreating New Accounts 91\u003c\/p\u003e \u003cp\u003eCompleting a full profile 92\u003c\/p\u003e \u003cp\u003eAvoiding duplicate accounts 92\u003c\/p\u003e \u003cp\u003eAssigning new accounts to owners 94\u003c\/p\u003e \u003cp\u003eProtecting Data Quality 95\u003c\/p\u003e \u003cp\u003eProfiling your data records 96\u003c\/p\u003e \u003cp\u003eDetermining whether your data is bad 97\u003c\/p\u003e \u003cp\u003eUpdating account information 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Qualifying Your Target Accounts 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGauging Interest 100\u003c\/p\u003e \u003cp\u003eComparing inbound and outbound activities 100\u003c\/p\u003e \u003cp\u003eDiscovering BANT 100\u003c\/p\u003e \u003cp\u003eAsking the right qualification questions 101\u003c\/p\u003e \u003cp\u003eIntending to buy 103\u003c\/p\u003e \u003cp\u003eConverting Accounts to Opportunities 104\u003c\/p\u003e \u003cp\u003eNurturing or converting 104\u003c\/p\u003e \u003cp\u003eMonitoring activities for buying signals 104\u003c\/p\u003e \u003cp\u003eTriggering at the right time 105\u003c\/p\u003e \u003cp\u003eCommunicating with your accounts 106\u003c\/p\u003e \u003cp\u003eQualifying a Revenue Opportunity 106\u003c\/p\u003e \u003cp\u003eExamining the account’s journey 107\u003c\/p\u003e \u003cp\u003eAgreeing on sales-ready opportunities 108\u003c\/p\u003e \u003cp\u003eBuilding a full view of an account 109\u003c\/p\u003e \u003cp\u003eFinding multiple opportunities within one account 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3: Expanding Contacts Into Accounts 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Reaching the Right People in Target Accounts 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePreparing Your Account-Specific Plan 114\u003c\/p\u003e \u003cp\u003eFinding the right stakeholders 114\u003c\/p\u003e \u003cp\u003eEnabling your champion 117\u003c\/p\u003e \u003cp\u003ePointing out potential detractors 118\u003c\/p\u003e \u003cp\u003eDiscovering your power sponsor 118\u003c\/p\u003e \u003cp\u003eUsing Tools for Expansion 119\u003c\/p\u003e \u003cp\u003eSelecting the right software 119\u003c\/p\u003e \u003cp\u003eAvoiding manual data entry 121\u003c\/p\u003e \u003cp\u003eContinuing to expand accounts 121\u003c\/p\u003e \u003cp\u003eAdding Contacts to an Account 121\u003c\/p\u003e \u003cp\u003eAppending more contact data to accounts 122\u003c\/p\u003e \u003cp\u003eWriting out your organizational chart 122\u003c\/p\u003e \u003cp\u003eWorking with new contacts during the sales process 123\u003c\/p\u003e \u003cp\u003eIdentifying buying centers 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Using Marketing Automation for Your Account Strategy 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStrategizing Your Expansion Tactics 126\u003c\/p\u003e \u003cp\u003eNurturing for inbound vs outbound 126\u003c\/p\u003e \u003cp\u003eMonitoring marketing activities 130\u003c\/p\u003e \u003cp\u003eFiltering for the right contacts 131\u003c\/p\u003e \u003cp\u003eAdvancing from initial touch to account nurture 134\u003c\/p\u003e \u003cp\u003eLearning the Fundamentals of Scoring and Grading 135\u003c\/p\u003e \u003cp\u003eScoring based on activities 135\u003c\/p\u003e \u003cp\u003eCombining scores for a single account 137\u003c\/p\u003e \u003cp\u003eGrading based on best fit 137\u003c\/p\u003e \u003cp\u003eFlowing Data Back into Your CRM 138\u003c\/p\u003e \u003cp\u003eIntegrating your platforms 139\u003c\/p\u003e \u003cp\u003eAssigning tasks and follow-up 139\u003c\/p\u003e \u003cp\u003eDetermining the next steps 140\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Distilling the Key Roles of “Smarketing ” 141\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaking Sales Your Marketing Team’s Number 1 Customer 142\u003c\/p\u003e \u003cp\u003eReestablishing marketing’s mission 142\u003c\/p\u003e \u003cp\u003eFinding urgency among your accounts 143\u003c\/p\u003e \u003cp\u003eProviding air cover throughout the sales process 144\u003c\/p\u003e \u003cp\u003eBenefitting from “Smarketing” Alignment 146\u003c\/p\u003e \u003cp\u003eGoing for your goals together 146\u003c\/p\u003e \u003cp\u003eTargeting accounts across all stages 148\u003c\/p\u003e \u003cp\u003eLining up your pipeline 150\u003c\/p\u003e \u003cp\u003eBanking on Your Strengths 150\u003c\/p\u003e \u003cp\u003eCreating a sustainable process 151\u003c\/p\u003e \u003cp\u003eServing and selling 153\u003c\/p\u003e \u003cp\u003eGreasing the wheel to revenue 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 4: Engaging Accounts on Their Terms 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Generating Velocity for Sales 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAccelerating Your Pipeline from Click to Close 158\u003c\/p\u003e \u003cp\u003eLaunching a pipeline acceleration campaign 158\u003c\/p\u003e \u003cp\u003eExecuting with your sales team 160\u003c\/p\u003e \u003cp\u003eFocusing on the right deals 161\u003c\/p\u003e \u003cp\u003eAdvancing Opportunities to Closed-Won Deals 163\u003c\/p\u003e \u003cp\u003eNurturing throughout the buying process 164\u003c\/p\u003e \u003cp\u003eSelling value, not product features 164\u003c\/p\u003e \u003cp\u003eConverting opportunities 165\u003c\/p\u003e \u003cp\u003eGrowing Revenue Using ABM 166\u003c\/p\u003e \u003cp\u003eCreating clear metrics 167\u003c\/p\u003e \u003cp\u003eLinking your ABM strategy to revenue 167\u003c\/p\u003e \u003cp\u003eTurning opportunities into deals: a case study 168\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Personalizing the Buyer’s Channel 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMobilizing Your Message 172\u003c\/p\u003e \u003cp\u003eWorking outside of business hours 172\u003c\/p\u003e \u003cp\u003eNetworking in-person and online 174\u003c\/p\u003e \u003cp\u003eEnsuring your message resonates 176\u003c\/p\u003e \u003cp\u003eAdvertising on the Right Platforms 177\u003c\/p\u003e \u003cp\u003eBuilding your advertising campaigns 178\u003c\/p\u003e \u003cp\u003ePushing the envelope 181\u003c\/p\u003e \u003cp\u003eChanging your message at every stage 183\u003c\/p\u003e \u003cp\u003eAutomating stage-based advertising for every opportunity 185\u003c\/p\u003e \u003cp\u003eLaunching form-free 186\u003c\/p\u003e \u003cp\u003eEngaging on Social Media 187\u003c\/p\u003e \u003cp\u003eConnecting with your contacts 187\u003c\/p\u003e \u003cp\u003eFollowing accounts 189\u003c\/p\u003e \u003cp\u003eSponsoring posts 190\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Developing Content for Campaigns 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating a Content Library 192\u003c\/p\u003e \u003cp\u003eStorytelling and its importance 197\u003c\/p\u003e \u003cp\u003eTaking an ABM lens to your content 199\u003c\/p\u003e \u003cp\u003eProducing content by industry vertical 200\u003c\/p\u003e \u003cp\u003eBasing content on personas 201\u003c\/p\u003e \u003cp\u003eHumanizing Content 204\u003c\/p\u003e \u003cp\u003eDemonstrating thought leadership 205\u003c\/p\u003e \u003cp\u003eAddressing wants, needs, and pain points 206\u003c\/p\u003e \u003cp\u003ePersonalizing your message 207\u003c\/p\u003e \u003cp\u003eDeveloping a brand identity 207\u003c\/p\u003e \u003cp\u003eReaching Through Technology 209\u003c\/p\u003e \u003cp\u003eEmploying a content strategy 209\u003c\/p\u003e \u003cp\u003eDelivering content on the right channel 212\u003c\/p\u003e \u003cp\u003eCross-promoting your content 212\u003c\/p\u003e \u003cp\u003eMeasuring your content’s effectiveness 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Executing ABM: A Playbook 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCentering a Strategy 216\u003c\/p\u003e \u003cp\u003eListing your accounts 218\u003c\/p\u003e \u003cp\u003eProgressing accounts to the next stage 219\u003c\/p\u003e \u003cp\u003ePlanning your tactics and activities 221\u003c\/p\u003e \u003cp\u003eCoordinating Your Efforts 231\u003c\/p\u003e \u003cp\u003eStrategizing your content 231\u003c\/p\u003e \u003cp\u003eLaunching advertising campaigns 232\u003c\/p\u003e \u003cp\u003eAssigning “smarketing” tasks 233\u003c\/p\u003e \u003cp\u003eRanking Your “Smarketing” Success 235\u003c\/p\u003e \u003cp\u003eWinning with new revenue 235\u003c\/p\u003e \u003cp\u003eLearning from mistakes and opportunities 236\u003c\/p\u003e \u003cp\u003eBrainstorming new ideas 236\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 5: Turning Customers Into Advocates 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Elevating the Buyer to Customer Journey 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProspecting to Contacts 240\u003c\/p\u003e \u003cp\u003eFurthering opportunities through the pipeline 241\u003c\/p\u003e \u003cp\u003eClosing the deal 241\u003c\/p\u003e \u003cp\u003eEstablishing a Customer Journey 242\u003c\/p\u003e \u003cp\u003eAdopting your technology 242\u003c\/p\u003e \u003cp\u003eEngaging end-users 244\u003c\/p\u003e \u003cp\u003eContinuing education 245\u003c\/p\u003e \u003cp\u003eSelling to Existing Customers 245\u003c\/p\u003e \u003cp\u003eLanding and expanding accounts 246\u003c\/p\u003e \u003cp\u003eCross-selling in the account 247\u003c\/p\u003e \u003cp\u003eUpselling new or upgraded products 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Valuing Customer Advocacy 249\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rising Influence of the Customer Voice 250\u003c\/p\u003e \u003cp\u003eProviding customer joy 250\u003c\/p\u003e \u003cp\u003eSurprising your clients 251\u003c\/p\u003e \u003cp\u003eEstablishing relationships 252\u003c\/p\u003e \u003cp\u003eMaking Your Customers Your Marketers 254\u003c\/p\u003e \u003cp\u003eGetting your customers talking 254\u003c\/p\u003e \u003cp\u003eInterviewing your customers 257\u003c\/p\u003e \u003cp\u003eDriving referrals and references 259\u003c\/p\u003e \u003cp\u003eReaching new contacts 261\u003c\/p\u003e \u003cp\u003eEvent marketing with your clients 261\u003c\/p\u003e \u003cp\u003eBuilding buzz 262\u003c\/p\u003e \u003cp\u003eEngineering Product Development 263\u003c\/p\u003e \u003cp\u003eReviewing your existing product 263\u003c\/p\u003e \u003cp\u003eAsking for input on your product roadmap 264\u003c\/p\u003e \u003cp\u003eFactoring in feedback 265\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Aligning Marketing, Sales, and Customer Success 267\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNurturing Never Stops 268\u003c\/p\u003e \u003cp\u003eAdvertising to your customers 268\u003c\/p\u003e \u003cp\u003eAdvocating for your users 269\u003c\/p\u003e \u003cp\u003ePromoting customer content 270\u003c\/p\u003e \u003cp\u003eCollaborating with Customer Success 272\u003c\/p\u003e \u003cp\u003eThinking of customers as prospects 272\u003c\/p\u003e \u003cp\u003eProducing effective customer case studies 274\u003c\/p\u003e \u003cp\u003eSharing best practices 276\u003c\/p\u003e \u003cp\u003ePlanning Your User Conference 276\u003c\/p\u003e \u003cp\u003ePicking the right venue 277\u003c\/p\u003e \u003cp\u003eTreating your clients like VIPs 277\u003c\/p\u003e \u003cp\u003eProgramming the best content 279\u003c\/p\u003e \u003cp\u003ePartnering with sponsors 279\u003c\/p\u003e \u003cp\u003eAnnouncing new product developments 282\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 6: Putting It All Together 283\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Measuring the Success of Campaigns 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Key Performance Indicators 286\u003c\/p\u003e \u003cp\u003eAttributing metrics at the account level 287\u003c\/p\u003e \u003cp\u003eComparing cost per click 291\u003c\/p\u003e \u003cp\u003eShowing impressions 292\u003c\/p\u003e \u003cp\u003eExpanding your audience 293\u003c\/p\u003e \u003cp\u003eEngaging accounts 294\u003c\/p\u003e \u003cp\u003eTesting Your Campaigns 295\u003c\/p\u003e \u003cp\u003eA\/B creative testing 295\u003c\/p\u003e \u003cp\u003eTrying new content 296\u003c\/p\u003e \u003cp\u003eCombining your offers 297\u003c\/p\u003e \u003cp\u003eKnowing You Aren’t Wasting Money 297\u003c\/p\u003e \u003cp\u003eBudgeting the right amounts 298\u003c\/p\u003e \u003cp\u003eAttributing advertising spend to revenue 298\u003c\/p\u003e \u003cp\u003eShowing engagement in the buyer journey 299\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Tracking Metrics for Every Account 301\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOngoing Account Maintenance 302\u003c\/p\u003e \u003cp\u003eDelivering reports and results 302\u003c\/p\u003e \u003cp\u003eCreating a review process 304\u003c\/p\u003e \u003cp\u003eExecuting on tasks 305\u003c\/p\u003e \u003cp\u003eGauging Potential Opportunities 306\u003c\/p\u003e \u003cp\u003eLimiting the margin for error 306\u003c\/p\u003e \u003cp\u003eAnticipating future needs 307\u003c\/p\u003e \u003cp\u003eBuilding an engagement report 307\u003c\/p\u003e \u003cp\u003eProviding Value Add 308\u003c\/p\u003e \u003cp\u003eLiving up to expectations 308\u003c\/p\u003e \u003cp\u003eContinuing to improve 309\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 7: The Part of Tens 311\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: Ten Reasons B2B Companies Need Account-Based Marketing 313\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDoing the Math 314\u003c\/p\u003e \u003cp\u003eNeeding a Strategy 314\u003c\/p\u003e \u003cp\u003eFocusing on Sales Productivity 315\u003c\/p\u003e \u003cp\u003eUtilizing Your Technology Stack 315\u003c\/p\u003e \u003cp\u003ePrioritizing Tech Investments 315\u003c\/p\u003e \u003cp\u003eBuilding New Skills 316\u003c\/p\u003e \u003cp\u003eLeveraging Customer Experience 317\u003c\/p\u003e \u003cp\u003eTreating Clients Differently 317\u003c\/p\u003e \u003cp\u003eDeveloping ABM Relationships 318\u003c\/p\u003e \u003cp\u003eMeasuring More Than Leads 318\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Ten Obstacles Facing Account-Based Marketing 319\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMeasuring Leads as Success 320\u003c\/p\u003e \u003cp\u003eBlasting Emails Too Quickly 320\u003c\/p\u003e \u003cp\u003eExpecting to Engage Every Time 320\u003c\/p\u003e \u003cp\u003eRelying on Marketing to Do It All 321\u003c\/p\u003e \u003cp\u003eSending All Leads to Sales 321\u003c\/p\u003e \u003cp\u003eAsking for More Leads 322\u003c\/p\u003e \u003cp\u003eNot Paying Attention to Customer Retention 323\u003c\/p\u003e \u003cp\u003eForgetting About Your Customer Advocates 323\u003c\/p\u003e \u003cp\u003eSelling Instead of Serving 323\u003c\/p\u003e \u003cp\u003eChanging the C-Suite’s Assumptions 324\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22: Ten Account-Based Marketing Blogs to Read 325\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketingProfs 325\u003c\/p\u003e \u003cp\u003eClickZ 326\u003c\/p\u003e \u003cp\u003eFunnelholic 326\u003c\/p\u003e \u003cp\u003eBusiness2Community 327\u003c\/p\u003e \u003cp\u003eCustomerThink 327\u003c\/p\u003e \u003cp\u003eMediaPost 327\u003c\/p\u003e \u003cp\u003eHeinz Marketing 328\u003c\/p\u003e \u003cp\u003eChief MarTec 328\u003c\/p\u003e \u003cp\u003eMarketingLand 329\u003c\/p\u003e \u003cp\u003eMarTech Advisor 329\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23: Ten ABM Thought Leaders to Follow 331\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJill Rowley 331\u003c\/p\u003e \u003cp\u003eDavid Raab 332\u003c\/p\u003e \u003cp\u003eCraig Rosenberg 332\u003c\/p\u003e \u003cp\u003eJon Miller 333\u003c\/p\u003e \u003cp\u003eChris Engman 333\u003c\/p\u003e \u003cp\u003eAnn Handley 333\u003c\/p\u003e \u003cp\u003eMatt Heinz 334\u003c\/p\u003e \u003cp\u003eMegan Heuer 334\u003c\/p\u003e \u003cp\u003eScott Brinker 335\u003c\/p\u003e \u003cp\u003eJim Williams 335\u003c\/p\u003e \u003cp\u003eIndex 337 \u003c\/p\u003e  \u003cp\u003e\u003cb\u003eSangram Vajre\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cul\u003e \u003cli\u003eIdentify best-fit accounts and personas\u003c\/li\u003e \u003cli\u003eEngage decision makers and influencers on their terms\u003c\/li\u003e \u003cli\u003eAccelerate your marketing and sales pipeline\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eChanging the B2B marketing game\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eBuyers 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eInside…\u003c\/b\u003e \u003c\/p\u003e\u003cul\u003e \u003cli\u003eIdentify best-fit accounts\u003c\/li\u003e \u003cli\u003eExpand your reach\u003c\/li\u003e \u003cli\u003eAlign marketing \u0026amp; sales\u003c\/li\u003e \u003cli\u003eDevelop killer content\u003c\/li\u003e \u003cli\u003eEngage customers\u003c\/li\u003e \u003cli\u003eExecute an ABM playbook\u003c\/li\u003e \u003cli\u003eMeasure your success\u003c\/li\u003e \u003cli\u003eGrow new revenue\u003c\/li\u003e \u003cli\u003eTurn customers into advocates\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47988653261029,"sku":"NP9781119224853","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119224853.jpg?v=1761781128","url":"https:\/\/k12savings.com\/products\/account-based-marketing-for-dummies-isbn-9781119224853","provider":"K12savings","version":"1.0","type":"link"}