A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts

About this book

Account-based marketing also known as client-centric marketing is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing whereby important individual accounts are treated as markets in their own right. After all many of the worlds leading companies have annual revenues the size of some countries GDP so for the businesses that provide services and solutions to these companies such key accounts truly do represent a global market. A Practitioners Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice and outlines a clear step-by-step process for readers who wish to set up an ABM programme to accelerate growth. Rich with fascinating case studies and personal stories A Practitioners Guide to Account-Based Marketing offers readers privileged access to lessons learned by pioneering companies in the field including BT Fujitsu IBM Juniper Networks Microsoft SAP and many more. The text is fully endorsed by the Information Technology Services Marketing Association (ITSMA) who run the only formally recognized qualification in the sector: the Account-Based Marketing Certification Programme. Meticulously researched and highly practical A Practitioners Guide to Account-Based Marketing will help all marketers strengthen relationships build reputation and increase revenues in their most important accounts.