| Description |
1 online resource (223 pages) |
| Contents |
Intro; ACCOUNT-BASED MARKETING; Contents; Chapter 1 The Sweet Spot; Is This Book for You?; What Would a World-Class Marketing Strategy Include?; Pushback; Key Gains of an ABM Strategy; How to Make a Smooth Transition into ABM; Chapter 2 Building Blocks; Organizational Benefits of ABM; One Size Never Fits All; One-to-One ABM; One-to-Few ABM; One-to-Many ABM; Data Is at the Core of an ABM Strategy; Detecting Intent; The Six Areas of Focus for ABM; 1. Identify; 2. Attract; 3. Engage; 4. Convert; 5. Close; 6. Measure; Heads Up; ABM Maturity Model; Sales and Marketing Alignment; Target Accounts |
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Marketing ProgramsMeasurement; Key Transformations of an ABM Strategy; Chapter 3 Getting Buy-In; What 1878 Can Teach Us; The Marketing and Sales "Keyboard"; Getting ABM Off the Ground; Next Step: Alignment; After Team Alignment Comes Customer Journey Alignment; Everyone Will Get to Flex Some New Muscles; Your New Compass Heading; Chapter 4 Your Target Account List; Beginning the List Process; Identify the List Owner; Start Where It's Natural; Secure Provisional Agreement; Update Your List Regularly; Begin to Embed the List in Your Systems; Outbound versus Inbound |
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Segmenting Your Target Account ListSet Your Goals; Expanding Your Target Account List; During the Pilot Period; Down the Road: Ways to Expand Your Target Account List; How Big Should My List Ultimately Be?; Customers, Partners, and Your Target Account List; How ABM Helps You Market to Existing Customers; Let ABM Transform Your Partner Marketing; The 30-60-90-Day Plan; First 30 Days; First 60 Days; By 90 Days; Chapter 5 Attracting Your Target Accounts; Marketing Automation Systems; Account-Based Advertising; The Economics of Account-Based Advertising; Case Study: Progress |
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What About Retargeting?Field Marketing; Other Best Practices in Field Marketing; Getting Social; Your Event Strategy; Webinars; Content Marketing; Defining Your Initial ABM Attraction Strategy; Chapter 6 Boosting Engagement; The Net and the Dart; Personalize the Message; Don't Assume the Delivery Medium; Live Chat, Turbocharged; Leverage Data; Always-On Advertising Increases Engagement Across the Buying Journey; Seven Steps to Phasing in Website Personalization; Chapter 7 Converting and Closing; Signals and the Buying Journey; The Changing Mix of Buying Signals; Heat Maps Deliver Insights |
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On-Page Signals to Watch forThe Great Gate Debate; Ways to Increase the Likelihood of a Conversion; Pricing Pages; Discussing the Competition; Damaging Admissions Increase Believability; Free Trials; Breaking through Breakage; Best Practices for Webinar Conversions; Lowering the CTA Bar; Case Study: Iron Mountain; Closing Accounts; Chapter 8 Measuring What Matters; Attribution; Three Levels of Measurement; Signal versus Noise; Understand Key Segments; Establishing Goals and Incentives; Account-Based Reporting Dashboard; Pipeline Dashboard; Reporting Your Results |
| Summary |
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 |
| Notes |
Chapter 9 Scaling Your ABM Efforts |
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Print version record |
| Subject |
Industrial marketing -- Management
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Industrial marketing -- Management
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| Form |
Electronic book
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| ISBN |
9781119572046 |
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1119572045 |
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9781119572022 |
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1119572029 |
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