LEADER 03331nam 2200481 450 001 9910815922003321 005 20200520144314.0 010 $a1-119-57202-9 010 $a1-119-57204-5 035 $a(CKB)4100000007814509 035 $a(Au-PeEL)EBL5730844 035 $a(OCoLC)1090493240 035 $a(CaSebORM)9781119572008 035 $a(MiAaPQ)EBC5730844 035 $a(PPN)267880596 035 $a(EXLCZ)994100000007814509 100 $a20190328d2019 uy 0 101 0 $aeng 135 $aurcn| ||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aAccount-based marketing $ehow to target and engage the companies that will grow your revenue /$fChris Golec, Peter Isaacson, Jessica Fewless 205 $a1st edition 210 1$aHoboken, New Jersey :$cWiley,$d[2019] 210 4$dİ2019 215 $a1 online resource (224 pages) 311 $a1-119-57200-2 327 $aThe sweet spot -- Building blocks -- Getting buy-in -- Your target account list -- Attracting your target accounts -- Boosting engagement -- Converting & closing -- Measuring what matters -- Scaling your ABM efforts -- Enhancing ABM with technology -- Guiding ABM ever higher. 330 $aAccount-Based Marketing is changing the discipline of marketing?Why? Business-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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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. Despite 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, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities 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, you?ll find it all in this authoritative guide. 606 $aIndustrial marketing$xManagement 615 0$aIndustrial marketing$xManagement. 676 $a658.8 700 $aGolec$b Chris$01603638 702 $aIsaacson$b Peter R$g(Peter Rylands),$f1970- 702 $aFewless$b Jessica 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910815922003321 996 $aAccount-based marketing$93928096 997 $aUNINA