Account-Based Marketing For Dummies
ISBN: 9788126563296
384 pages
For more information write to us at: acadmktg@wiley.com
Description
Account Based Marketing for Dummies will help marketers and sales teams build a coordinated effort to reach specific accounts. Readers will understand how to align the marketing and sales teams to make ABM most effective. They will learn how to analyze current data to identify the accounts with the biggest ROI opportunities, and then the techniques to most effectively reach each account, rather than the individual listed in their CRM for that account. Using online advertising and other messaging in the places the accounts are already engaging online, account based marketers can engage with current and potential customers on their terms.
Foreword
Introduction
Part 1: Getting Started with Account-Based Marketing
Chapter 1: Introducing the Basics of Account-Based Marketing
Chapter 2: Making the Case for Account-Based Marketing
Chapter 3: Aligning Sales and Marketing
Chapter 4: Selecting Tools
Part 2: Identifying Accounts for Marketing
Chapter 5: Targeting Your Best-Fit Accounts
Chapter 6: Fueling the Account-Based Marketing Engine
Chapter 7: Qualifying Your Target Accounts
Part 3: Expanding Contacts Into Accounts
Chapter 8: Reaching the Right People in Target Accounts
Chapter 9: Using Marketing Automation for Your Account Strategy
Chapter 10: Distilling the Key Roles of "Smarketing"
Part 4: Engaging Accounts on Their Terms
Chapter 11: Generating Velocity for Sales
Chapter 12: Personalizing the Buyer's Channel
Chapter 13: Developing Content for Campaigns
Chapter 14: Executing ABM: A Playbook
Part 5: Turning Customers Into Advocates
Chapter 15: Elevating the Buyer to Customer Journey
Chapter 16: Valuing Customer Advocacy
Chapter 17: Aligning Marketing, Sales and Customer Success
Part 6: Putting It All Together
Chapter 18: Measuring the Success of Campaigns
Chapter 19: Tracking Metrics for Every Account
Part 7: The Part of Tens
Chapter 20: Ten Reasons B2B Companies Need Account-Based Marketing
Chapter 21: Ten Obstacles Facing Account-Based Marketing
Chapter 22: Ten Account-Based Marketing Blogs to Read
Chapter 23: Ten ABM Thought Leaders to Follow
Index