A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts 1st Edition

Account-based marketing is -the- hottest strategy and approach in B2B marketing today. And rightfully so.If you are looking to explore ABM for your organization - or if you have already started to adopt ABM - this is the book you need to pick up.Here is why this is my go-to book on ABM (and, if you are learning ABM, this is why it should be the first book you purchase):1/ Start with the source. Bev and Dave's organization coined the term "Account-based marketing." They are the originators of this marketing approach. Today, as consultants, researchers, and speakers, they are still on the forefront of its growth and iteration.2/ Start right. This book has a straightforward title. The title is what this book is. It's a playbook to get started and a resource to reference. Information is presented how modern learners want to consume new material -- numbered direction, simple charts, and on.3/ Start to finish, never a weak chapter. In most business books by the time the author hits the third chapter, they've presented their "big idea." They then spend the rest of the book rehashing the same points. Not in this book. Each chapter is strong. Each chapter dives into new topics. Each chapter adds value back to the reader.I'm a big, big fan of this book.It's now required reading for everyone across my teams. Pick it up, and I'm sure it will soon be the same for you and your teams!

This book was recommended to me by a client’s Chief Sales Officer – I’m glad I found it. As a consultant who provides account strategy and planning guidance to technology and professional services sales and marketing organizations I found this book extremely informative. It provides practical advice, tools and checklists that can be immediately implemented in the account planning process to grow relationships and revenue within targeted accounts. The book provides a roadmap for bringing additional value to one’s most important accounts by creating customized sales and marketing programs and activities and integrating them with the strategic account planning process.Key learnings for me included:Chapter 6 -- highlights the importance of understanding the target account’s strategic direction including any challenges and opportunities as this becomes the basis for the downstream marketing planning effort.Chapter 8 – provides new insight into tying decision-making units or communities with specific revenue generating initiatives helping to quantify the ROI of the account planning effort.Chapter 10 – brings it all together by showing the power and value of a more personalized marketing approach to decision-makers and influencers within the account planning process.I recommend this book for any business executive striving to expand their footprint within their most important accounts and/or making organizational deployment and investment decisions.

A very thorough treatment on the topic.  It would be my go to book for anyone wanting a deeper dive.  The numerous case studies  are well written and illustrate the point. Perhaps it is a bit too much on the very large companies as now the tools are available for this methodology to be used effectively by smaller firms.  Supplement this book with the steady stream of blog posts  on the topic and you will be all set. IMHO ABM is the way to go to make best use of your sales and marketing resources.

Great read, and an excellent resource for anyone in sales / marketing who's interested in growing strategic accounts. My copy is dog-eared throughout for future reference, and I found Burgess & Munn's guidance on ABM account selection (chapter 4) and campaign planning (chapter 10) to be particularly insightful.

Probably the worst book I've tried to read in the last few years. After forcing myself to read the first few chapters and flipped through the rest and decided it's better off in the trash.It's almost completely devoid of any actionable information. Most of it is just useless statistics from surveys sent to marketing professionals such as this one pulled randomly as I open the book, "How much time do you spend online vs offline to keep up with industry trends?". Then there's a half page pie chart to show that from their survey of marketers 46% said Offline and 54% said Online. So what?The other filler material throughout the book are "case studies" which expound on how great an account based marketing campaign at X-corp went, without any explanation of what exactly they did to become successful. Again, so what?Notice that almost all of the five start reviews are not from verified purchases.

Great information

Excellent practical reference and instruction...has become my ABM bible!

I felt like the author was selling ABM the entire book....all these case studies point to the effectiveness of ABM...no 💩 why do you think I bought the book? This book didn’t give any concrete plan of action just subtle pointing in directions. Not one example of an actual full campaign was in this book. Just generic information like “use an omni channel approach” well duh....if you consider yourself a savvy marketer then pass on this. If you have no clue about ABM then maybe pick it up and just skim through it to get the general idea

- The book is too dense to read.- Did not offer good frameworks or a single framework to implement.Not recommended.

This book provides a clear, easy to follow, overview of Account Based Marketing. I have learned so much from this text, highly recommended.

An excellent guide with lots of practical examples. It demystifies ABM, making it accessible to people from different backgrounds. A great read!

Very informative