The Marketing Strategist:

ABM Book Launch! A Practitioner’s Guide to Account-Based Marketing

January 26, 2017

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After 14 years of developing ABM thinking, helping marketers design and implement ABM programs, and watching their delight at the results they’ve achieved, I have no doubt that ABM can literally work wonders in driving strategic growth. So I’m especially thrilled to announce the publication of A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts.

A practitioners guide to account based marketing

In an increasingly uncertain world, with companies, economies, and even whole political systems entering uncharted waters, it’s refreshing to have something you can really count on. Done right, account-based marketing achieves greater ROI and business impact than any other marketing strategy. And for marketers ready to roll up their sleeves, our new book pulls together years of research, experience, and lessons learned from the most successful ABM practitioners.

The dramatic rise of ABM in the last few years reflects growing recognition of its impact as a business discipline. Just in the last two years, according to ITSMA’s 2017 budget and trends study, spending on ABM has doubled with companies allocating 17% of their marketing budget to ABM on average this year. More than half (57%) of companies plan to increase their ABM budgets in 2017, with most (56%) planning program spend increases, and one third increasing staff.

In this context, the challenge facing today’s would-be ABM-ers isn’t about whether it can work but how to make sure it does work in the context of their own company. Which blend of ABM types is right? How to get key stakeholders on board? What governance to put in place? Who to train or hire to execute the program? How to align with sales? What metrics to measure and report? Which technologies to invest in? When and where to get started?

A Practitioner’s Guide to ABM answers these questions and more. It explores the foundations you need to get in place for your program to succeed, the step-by-step ABM methodology, and insights on how to manage and develop your career as an ABM-er. The nine case studies from ABM leaders, including BT, Cisco, Cognizant, and Fujitsu, combined with the personal stories and advice from seven sophisticated ABM-ers, make this book a practical guide you can dip in and out of whenever you need inspiration. Learn more and download a sample chapter on KoganPage.com, and order your copy today!

Stay tuned for more on the book in the coming weeks, including book launch events in London and New York, interviews with ABM leaders, and additional excerpts from the book itself.

Interested in ABM education and training? Check out upcoming programs or drop me a line.

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