Account-Based Marketing For Dummies

Grow your account list with an effective account-based marketing strategy

Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.

This practical guide takes the intimidation out of account-based marketing in today’s highly digitized world. You’ll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You’ll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.

• Align your sales and marketing teams for greater success in your ABM efforts
• Analyze data to identify key accounts
• Target your messages for real-time interaction
• Integrate your campaign with marketing automation software

If you’re a member of a sales or marketing team already using a CRM tool who’s looking to increase your reach, Account-Based Marketing For Dummies has you covered!

“Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic.  It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it.  Any business marketing professional will benefit from a look at this book.”- David Raab, Founder at Raab Associates

“If you’re reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too.”  – Megan Heuer, Vice President and Group Director, SiriusDecisions

“Like a Hollywood agent, marketing’s job is to get sales the ‘audition,’ not the part. Account-based marketing is the key to maximizing the number of the ‘right’ auditions for your sales team, and Account-Based Marketing For Dummies explains how.” – Joe Chernov, VP of Marketing at InsightSquared

“Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how.” – Scott Brinker, Author of Hacking Marketing

“Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results.” – Sean Zinsmeister, Senior Director of Product Marketing, Infer

“The book may be titled ‘…for dummies’, but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers.  Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike.” Scott Vaughan, CMO, Integrate

Table of Contents

Part 1 Getting Started with Account-Based Marketing
Chapter 1 Introducing the Basics of Account-Based Marketing
Chapter 2 Making the Case for Account-Based Marketing
Chapter 3 Aligning Sales and Marketing
Chapter 4 Selecting Tools

Part 2 Identifying Accounts for Marketing
Chapter 5 Targeting Your Best-Fit Accounts
Chapter 6 Fueling the Account-Based Marketing Engine
Chapter 7 Qualifying Your Target Accounts

Part 3 Expanding Contacts Into Accounts
Chapter 8 Reaching the Right People in Target Accounts
Chapter 9 Using Marketing Automation for Your Account Strategy
Chapter 10 Distilling the Key Roles of “Smarketing ”

Part 4 Engaging Accounts on Their Terms
Chapter 11 Generating Velocity for Sales
Chapter 12 Personalizing the Buyer’s Channel
Chapter 13 Developing Content for Campaigns
Chapter 14 Executing ABM: A Playbook

Part 5 Turning Customers Into Advocates
Chapter 15 Elevating the Buyer to Customer Journey
Chapter 16 Valuing Customer Advocacy
Chapter 17 Aligning Marketing, Sales, and Customer Success

Part 6 Putting It All Together
Chapter 18 Measuring the Success of Campaigns
Chapter 19 Tracking Metrics for Every Account

Part 7 The Part of Tens
Chapter 20 Ten Reasons B2B Companies Need Account-Based Marketing
Chapter 21 Ten Obstacles Facing Account-Based Marketing
Chapter 22 Ten Account-Based Marketing Blogs to Read
Chapter 23 Ten ABM Thought Leaders to Follow