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Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue - Couverture rigide

Golec, Chris; Isaacson, Peter; Fewless, Jessica

 
9781119572008: Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue
Couverture rigide
ISBN 10 : 1119572002 ISBN 13 : 9781119572008
Editeur : John Wiley & Sons Inc, 2019

Synopsis

Account-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 In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams.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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Chris Golec (www.demandbase.com, Chicago, IL) 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.

Peter Isaacson (www.demandbase.com; San Francisco, CA) is the CMO of Demandbase, and has deep experience with international marketing across Europe and Asia.

Jessica Fewless (www.demandbase.com; San Francisco, CA) 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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
John Wiley & Sons Inc
Date d'édition
2019
Langue
anglais
ISBN 10 
1119572002
ISBN 13 
9781119572008
Reliure
Relié
Nombre de pages
224
Coordonnées du fabricant
non disponible
Personne responsable
non disponible