A Practitioner's Guide to Account-Based Ma...

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Sprache: Englisch

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Beschreibung

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

Über den Autor

Bev Burgess, based in Kent, UK, is Founder and Managing Principal at Inflexion Group. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Since she codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth using ABM techniques through her consulting, training and thought leadership.

Inhaltsverzeichnis

Section - ONE: Setting up an account-based marketing programme; Section - 01: The essentials of account-based marketing; Section - 02: Building the right foundations for account-based marketing; Section - 03: Investing in the right tools and technologies; Section - 04: Deciding which accounts to focus on; Section - 05: The ABM adoption model; Section - TWO: Account-based marketing step by step; Section - 06: Knowing what is driving the account; Section - 07: Playing to the client's needs; Section - 08: Mapping and profiling stakeholders; Section - 09: Developing targeted value propositions; Section - 10: Planning integrated sales and marketing campaigns; Section - 11: Executing integrated campaigns; Section - 12: Evaluating results and updating plans; Section - THREE: Developing your career as an account-based marketer; Section - 13: The competencies you need to do account-based marketing; Section - 14: Managing your ABM career; Section - 15: Index

Erscheinungsjahr:	2021
Fachbereich:	Betriebswirtschaft
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781398600874
ISBN-10:	1398600873
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Burgess, Bev Munn, Dave
Hersteller:	Kogan Page Ltd
Maße:	233 x 155 x 19 mm
Von/Mit:	Bev Burgess (u. a.)
Erscheinungsdatum:	03.06.2021
Gewicht:	0,464 kg

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