A Practitioner's Guide to Account-based Marketing PDF Download

Author: Bev Burgess
Publisher:
ISBN: 9781398600881
Category :
Languages : en
Pages : 288

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Book Description
Improve relationships, drive growth and win new business by developing and implementing highly-customized B2B marketing programmes for key accounts.

Author: Bev Burgess
Publisher: Kogan Page Publishers
ISBN: 0749479906
Category : Business & Economics
Languages : en
Pages : 289

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Book Description
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.

Author: Bev Burgess
Publisher: Kogan Page Publishers
ISBN: 139860089X
Category : Business & Economics
Languages : en
Pages : 313

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Book Description
As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts. A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.

Author: Chris Golec
Publisher: John Wiley & Sons
ISBN: 1119572002
Category : Business & Economics
Languages : en
Pages : 224

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Book Description
Account-Based Marketing is changing the discipline of marketing—Why? Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts. Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish. Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs Integrate your sales and marketing processes into an efficient, cohesive workflow Locate and attract the ideal clients for your business to increase revenue and open up new opportunities From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide.

Author: David P. Diana
Publisher: John Wiley & Sons
ISBN: 0470609133
Category : Psychology
Languages : en
Pages : 260

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Book Description
Praise for Marketing for the Mental Health Professional: An Innovative Guide for Practitioners "This book is packed with useful strategies that have worked for years and years in the business world. People who follow the advice here are going to go places." —Dr. Thomas Phelan, Psychologist and bestselling author of 1-2-3 Magic "David's book is brilliant! He guides us through our own resistance and the unquestioned beliefs we have held around marketing, money, and our profession. Not only have I received a long-overdue education, David has inspired in me the creativity, courage, and confidence to create my own vision." —Melinda Edwards, MD, Psychiatrist A hands-on guide to building a successful mental health practice There is real opportunity for growth, advancement, and overall success within the mental health profession. Marketing for the Mental Health Professional helps you acquire and apply the powerful, proven sales and marketing techniques and strategies needed to create and cultivate a thriving mental health practice. Filled with real-life stories and helpful tips, this book provides you with the tools to build your practice, including guidance on: Using customer-based selling to create a thriving practice Developing effective strategies for engaging clients, building credibility, and earning loyalty Identifying true prospects that will lead to long-term success Using power, influence, and persuasion to help grow your practice Creating an impression and being remembered Using Internet technology to start a conversation and build relevance A practical guide for professionals looking to achieve long-term success in the field, Marketing for the Mental Health Professional proposes a different way of thinking about the profession. It leverages and incorporates key business, sales, and marketing principles that "best in class" organizations and sales/marketing professionals use to generate an increase in market share, financial wealth, and overall achievement.

Author: Joseph Ciarrochi
Publisher: New Harbinger Publications
ISBN: 1572245514
Category : Psychology
Languages : en
Pages : 224

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Book Description
If recent professional publications and conferences are any indication, acceptance- and mindfulness-based therapies are the future of clinical psychology. A CBT-Practitioner's Guide to ACT helps professionals whose clinical educations focused on traditional, change-based cognitive behavior therapies navigate the practical and theoretical challenges that come with the switch to the more promising, acceptance-based strategies.

Author: Sangram Vajre
Publisher: IdeaPress Publishing
ISBN: 9781940858951
Category : Consumers
Languages : en
Pages : 179

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Book Description
Instant Bestseller on Amazon in Marketing and Sales! FACT: Less than ONE percent of all leads become customers. As a business, how can you break that trend and achieve client fidelity? In this book we reveal the secrets behind the framework that will sell and retain your customers. Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around. In this highly anticipated book, we reveal the secrets behind our signature TEAM - Target, Engage, Activate, and Measure - framework to transform your approach to market, increase sales, and retain your ideal customers. Account-Based Marketing (ABM) is the new B2B. It's time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model. A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics. It's time to take the lead and transition your business to ABM. The process is simple when you have the right book - ABM is B2B. What are you waiting for?

Author: Philip Kotler
Publisher:
ISBN:
Category :
Languages : en
Pages : 232

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Book Description
Ranked among the best marketing/advertisement books in the world by Bookauthority Here comes the 4th edition of the global bestseller 'Social Media Marketing' by marketing guru Philip Kotler, Svend Hollensen and Marc Opresnik. Marketing communication is undergoing a digital revolution. The increasing popularity of blogging, podcasting, and social networks enables world customers to broadcast their views about a product or service to a potential audience of billions. Traditional advertising does not work as well as it has in the past. This completely revised and extended fourth edition of this guide, chosen by Bookauthority as one of the best marketing/advertising books in the world, leads readers through the maze of communities, platforms, and social media tools so that they can better decide which tools to use, and how to use them most effectively. For beginners overwhelmed by too many choices as well as experienced professionals eager to improve their game, this comprehensive book is full of tactics that have been proven to work in the real marketing world. This book will take you beyond the jargon to social media marketing mastery. Reviews 'This book is an indispensable guidance for 21st century professional marketers, who seek to leverage social media to win in consumer communication.' Kohzoh Takaoka, President & CEO, Nestlé Japan Ltd. 'This is the book that will help you master social media, the indispensable element in every marketing program.' Al Ries, Chairman, Ries & Ries 'This book is a comprehensive treatment of social media marketing where the principles and strategies laid out for the executives could result in a significant profitable growth for many firms.' V Kumar, Ph.D., Richard and Susan Lenny Distinguished Chair, & Regents' Professor of Marketing, Georgia State University, USA 'This guide provides a solid, succinct overview of social media, practical tips which marketers can feed into their social media strategies and which researchers can use to further understand the phenomena they study in the social media context.' Dr. Violetta Wilk, Ph.D., Researcher and Lecturer in Marketing, Edith Cowan University, Perth, Australia The authors Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past decades. Philip Kotler is the recipient of numerous awards and honorary degrees and is widely considered as the 'Father of Modern Marketing'. Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank. Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world's most renowned marketing, management and negotiation experts.

Author: Mark Jeffery
Publisher: John Wiley & Sons
ISBN: 0470504544
Category : Business & Economics
Languages : en
Pages : 325

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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Author: Michael Jacobson
Publisher: Routledge
ISBN: 0429720262
Category : Business & Economics
Languages : en
Pages : 430

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Book Description
In 1983, Reese's Pieces made their debut on the silver screen, gobbled up by that lovable alien ET, and sales of the candy shot up instantly by 66 percent. Reebok has sponsored the U.S. Olympic team-and the Russian team, as well! The British Boy Scouts sell space on their merit badges to advertisers. Michael Jacobson, founder of the Washington, D.C