Account-Based Marketing

Looking to deepen your account-based marketing expertise and lead strategic growth in your B2B organization?Account-Based Marketing by Bev Burgess is a practical, authoritative guide designed for mid-career marketers eager to develop and optimize ABM strategies that deliver measurable results. Whether you're new to ABM or refining your approach, this book offers proven models and frameworks to build your company's ABM capabilities through effective structure, processes and organizational alignment.You'll learn how to: - Develop and implement ABM strategies tailored todiverse customer segments- Understand and apply the five core types of ABM tomaximize impact- Build scalable ABM programs using provenoperational frameworks- Stay ahead with insights on generative AI's role inevolving marketing practices- And learn from detailed real-world examples, includingAccenture, Salesforce, Vodafone and morePacked with actionable tools and expert perspectives, this book empowers you to lead ABM initiatives that enhance your career and drive sustainable business growth.Themes include: Account-based marketing, B2B strategy, marketing frameworks, generative AI, real-world examples, career development