November 2022
Intermediate to advanced
304 pages
8h 20m
English
Content preview from Account-Based Growth
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Account-based marketing
As we noted in Chapter 1, ABM is defined as ‘a structured process for developing and implementing highly customized marketing programmes to strategic accounts, partners or prospects’, as fully explained by author Bev Burgess with Dave Munn in A Practitioner’s Guide to Account-Based Marketing (Kogan Page, 2021).
But as we’ve already set out in this book, ABM can’t operate in isolation. It has to be thought of and aligned with the way the business engages its accounts – across sales, service, customer success and the executives at the top of the company.
In this chapter, we’ll look at what ABM is, why it is used, the different flavours of it that exist today, and where each potentially applies in your account-based ...
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