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 world's 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 Practitioner's 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 Practitioner's 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 Practitioner's Guide to Account-Based Marketing will help all marketers strengthen relationships, build reputation, and increase revenues in their most important accounts.
Bev Burgess is an accomplished marketer and businesswoman.
Her background includes senior roles at British Gas, Epson and Fujitsu.
As managing director of ITSMA (Information Technology Services Marketing Association) in Europe, Bev headed the company's learning and advisory activities in the region, and personally supported companies like Accenture, BT, CSC, Hewlett-Packard, IBM, Microsoft, Orange and Xerox.
Today, as Senior Vice President, Bev Burgess leads ITSMA's Global ABM Council, and delivers consulting and training to companies around the world which are designing, developing and implementing ABM programmes. Bev is a Chartered Marketer and a Fellow of the Chartered Institute of Marketing, and has served as an international trustee.
"The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable book. It is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it."
Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management
"Burgess and Munn do a terrific job of demystifying account-based marketing. They provide practitioners with highly relevant examples, insightful nuggets, and pragmatic suggestions for succeeding in a world where the ability to treat large customers as individual markets really matters."
Jonathan Copulsky, Principal & Global Insights Leader, Deloitte Consulting
"Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read."
Larry Weber, Chairman & CEO, Racepoint Global and author of 'The Digital Marketer'
"A must-read practical guide for anyone planning for ABM or indeed already on the journey. Read this book to avoid making the mistakes others have made and learn from the pioneers of ABM."
Peter Lundie, Managing Partner, Agent3
"The competitive landscape for business marketers has become so crowded that ABM is now a must for companies seeking to truly differentiate themselves with their most important customers and prospects. Given their deep knowledge, practical experience, and pioneering roles within ABM, Dave and Bev are the perfect guides for this essential marketing strategy."
John Hall, Co-founder, Influence & Co. and author of 'Top of Mind'
"If there's one person who can take credit for the current upsurge in interest in ABM, it has to be Bev Burgess. Her work to formalise, evangelise and galvanise the disparate people talking about and working at ABM has been inspirational and transformational - without her ABM wouldn't be the hot topic that it is today."
Joel Harrison, Editor-in-chief, B2B Marketing
"Marketing is only as valuable as its proximity to a customer, and Burgess and Munn have provided the definitive guide to Account Based Marketing. Very simply, their process works wonders in driving growth. This book should be required reading for all marketing leaders."
Malcolm Frank, Executive Vice President, Strategy & Marketing, Cognizant and author of 'Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business'