Account based marketing for dummies
By: by Sangram Vajre
Series: --For dummies; --For dummies
Publisher: John Wiley & Sons, Inc.
Published: 2016
Language: eng
Number of pages: 354
ISBN-13: 9781119224853
Copyright date: 2016
Subjects: Management; Consumers; Selling; Marketing; Key accounts; Relationship marketing; Industrial marketing
Description: Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.
Notes: "Learning made easy"--Cover.

Includes index.
Table of contents: title: Getting started with account-based marketing. Introducing the basics of account-based marketing ; Making the case for account-based marketing ; Aligning sales and marketing ; Selecting tools; title: Identifying accounts for marketing. Targeting your best-fit accounts ; Fueling the account-based marketing engine ; Qualifying your target accounts; title: Expanding contacts into accounts. Reaching the right people in target accounts ; Using marketing automation for your account strategy ; Distilling the key roles of "smarketing"; title: Engaging accounts on their terms. Generating velocity for sales ; Personalizing the buyer's channel ; Developing content for campaigns ; Executing ABM: a playbook; title: Turning customers into advocates. Elevating the buyer to customer journey ; Valuing customer advocacy ; Aligning marketing, sales, and customer success; title: Putting it all together. Measuring the success of campaigns ; Tracking metrics for every account; title: The part of tens. Ten reasons B2B companies need account-based marketing ; Ten obstacles facing account-based marketing ; Ten account-based marketing blogs to read ; Ten ABM thought leaders to follow.