August 2017
Intermediate to advanced
248 pages
5h 59m
English
Content preview from Malcolm McDonald on Key Account Management
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
One of the biggest conversations in business-to-business (B2B) marketing today is the impact of account-based marketing (ABM). Spending on ABM is booming. For more than 20 years, ITSMA (Information Technology Services Marketing Association) has been innovating in B2B marketing services. In this chapter, we are delighted to welcome our guest contributor Bev Burgess, Senior Vice-President of ITSMA, who covers the essentials that everyone involved in growing accounts should know about this focused marketing technique.
A decade ago, defining account-based marketing (ABM) was easy. It was a relatively new strategic approach to create sustainable growth and profitability with a handful of a company’s important clients, bringing the mindset, skills ...
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