A Practitioner’s Guide to Account Based Marketing 2nd Edition by Dave Munn,Bev Burgess 9781398600898 139860089X

Part One Setting up an account-based marketing programme

01 The essentials of account-based marketing

Why account-based marketing matters

Defining account-based marketing

The evolution of ABM to the next generation

Is ABM right for my organization?

Moving to a blended model

Case study: Driving strategic growth at ServiceNow

Your ABM checklist

Notes

02 Building the right foundations for account-based marketing

Taking the first steps

Case study: The keys to Red Hat’s thriving ABM programme

Deciding what you want to achieve with ABM

Making the metrics count

Positioning ABM as a strategic business initiative

Creating the right framework for effective governance

Devoting sufficient resources to the programme

Your ABM checklist

Notes

03 Investing in the right tools and technologies

Challenges and opportunities of modern technology

Supporting ABM in individual accounts

Case study: Deepening engagements and accelerating growth among cold, dead and hostile accounts

Managing ABM programmes across accounts

Your ABM checklist

Note

04 Deciding which accounts to focus on

Not all accounts are equal

Defining the account selection process

Case study: ABM delivers 300 per cent growth for Snowflake, fuelling global expansion and category disruption

Your ABM checklist

Note

05 The ABM adoption model

A recognized approach

The prerequisites for ABM

The ABM programme road map

The seven dimensions of a successful ABM programme

Case study: Adapting ABM to ignite customer obsession at Fujitsu

Your ABM checklist

Notes

Part Two Account-based marketing step by step

06 Knowing what is driving the account

Where are you today? Where do you want to be?

ABM perception interviews

What is the account’s context?

A note on how today’s buyers buy

Information sources

Case study: ‘Gold Dust’: Mining value through insights at HPE

Your ABM checklist

Note

07 Playing to the client’s needs

Changing your mindset

Developing the play

Prioritizing possible plays

Case study: Microsoft’s ‘Truths & Insights’ game

Your ABM checklist

08 Mapping and profiling stakeholders

Understanding the decision-making unit

Building DMU stakeholder profiles

Case study: Interview: Lessons from online dating applied at Accenture

Mapping your stakeholders’ wider networks

A note on segmentation

A note on stakeholder profiling for ABM lite and programmatic ABM

Your ABM checklist

Notes

09 Developing targeted value propositions

What is a value proposition?

What’s wrong with most value propositions?

Three types of value propositions

The six elements in a targeted value proposition

Case study: O2: ABM success with quantified financial value propositions

Test, test, test

Creating an elevator pitch

Creating a hierarchy of propositions

Your ABM checklist

10 Planning integrated sales and marketing campaigns

Ingredients of a successful ABM campaign

Setting your campaign objectives

Defining the audience for your campaigns

Creating personalized content

Designing an omnichannel campaign

Putting it all together in your campaign plan

Case study: Account-based ‘unmarketing’ at Infosys

Visualizing your campaign

Your ABM checklist

Notes

11 Executing integrated campaigns

Aligning marketing and sales

The role of the ABM-er on the account team in strategic ABM

Case study: The Qlik Infusion Programme

Project management: making sure things get done

The marketer as facilitator

Agile working

The politics of the account team

Your ABM checklist

Notes

12 Evaluating results and updating plans

Measuring the returns of ABM

A word on ROI in marketing

Finding the right metrics and defining the time frames

Objectives and metrics

Demonstrating interim success

Using metrics in the account team

Case study: Driving innovation with an automotive customer: strategic ABM in practice

Using metrics with business leaders

Your ABM checklist

Notes

Part Three Developing your career as an account-based marketer

13 The competencies you need to do account-based marketing

Your objectives

Your responsibilities

The competencies you need

Case study: Building a global ABM team at DXC Technology

Using and managing agency resources

Your ABM checklist

14 Managing your ABM career

Where do the best ABM-ers come from?

How does an ABM-er’s salary compare with other marketing roles?

What is the best way to incentivize and reward an ABM-er?

How do ABM-ers stay fresh and avoid burnout?

Where next after ABM?

Your ABM checklist