The Rise of Account-Based Marketing: How to Win With Key Accounts

A Practitioner’s Guide to Account-Based Marketing, pulls together years of research, experience and lessons learned, to explore the development of ABM.

by ITSMA Staff

February 22, 2017

NEW BOOK – A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts

Key accounts are the lifeblood of an organization. Along with a substantial share of corporate revenue and profit, they typically provide a company’s most important platform for market insight, influence, and innovation.

Marketing successfully to these accounts, however, is far from simple, especially when many of the world’s leading companies have annual revenues the size of some countries’ GDP. For businesses that provide solutions to such organizations, these accounts really do represent a global market and marketers need to treat them as markets of one.

As this realization has continued to grow, the number of forward-thinking companies embracing the principles of account-based marketing (ABM) has increased and transformed modern marketing practices for key accounts. Designed to move beyond traditional and generic sales pitches, ABM encourages marketers to focus on the long-term value of investing in customized programs for key clients with the potential of exceptional financial returns.

The dramatic rise of ABM in the last few years reflects growing recognition of its business impact. In a 2016 benchmarking survey conducted by the Information Technology Services Marketing Association (ITSMA), 84% of marketers measuring their ROI reported that ABM delivered higher returns than any other B2B marketing approach.

The challenge facing today’s marketers, therefore, is not whether ABM can work but how to ensure it does work in the contexts of their own companies.

Highly practical and meticulously researched, A Practitioner’s Guide to Account-Based Marketing, the new book from Bev Burgess and Dave Munn, pulls together years of research, experience and lessons learned, to explore the development of ABM as a business practice. It presents a clear, step-by-step methodology for readers to develop their own ABM programs and accelerate growth in strategic accounts.

Written by the Senior VP and the President and CEO of ITSMA, A Practitioner’s Guide to Account-Based Marketing reflects ITSMA’s pioneering role in the development of ABM since the early 2000s, its dedicated focus on creating and inspiring innovative B2B solutions, and its 20+ years of experience in defining marketing excellence.

This book reveals the foundations required to manage and develop a successful ABM strategy, from getting key stakeholders on board and aligned with sales, to measuring metrics and the best technologies to invest in. It is the first book to be fully endorsed by ITSMA, which hosts the only formally accredited qualification on the subject.

The book provides readers with the opportunity to learn from the most successful ABM practitioners in the industry. Case studies include: BT, Cisco, Cognizant, Fujitsu, Hewlett-Packard, IBM, Juniper Networks, Microsoft, SAP and more, supported by a plethora of personal stories and advice from leading ABM professionals.

It is a practical guide for when inspiration is lacking, allowing marketers to strengthen relationships, build reputation, and increase revenues in their most important accounts.

“The undoubted leaders in ABM are ITSMA, led by the authors of this remarkable book. It is an evidence-based book, but is replete with practical advice about how to initiate, manage and profit from ABM. My hope is that everyone who really cares about customers will read it and act on it.” Professor Malcom McDonald, Emeritus Professor, Cranfield University School of Management

“Finally, a thoughtful map to help all executives create an impactful account-focused approach in the increasingly complex world of marketing. Grounded in common sense and case-based advice; a must read.” Larry Weber, Chairman & CEO, Racepoint Global and author of ‘The Digital Marketer’

About the authors: Bev Burgess is Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programs. The first to codify this new B2B marketing strategy in 2003, she has personally helped companies around the world to accelerate account growth using ABM techniques. Today, Bev continues to evolve ABM as a business discipline, working with the members of ITSMA’s Global ABM Council.

Dave Munn has been the President and CEO of ITSMA since 2001, having led ITSMA’s global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. Prior to joining ITSMA in 1995, Dave held senior field positions with Oracle and Apple and started his career as a market research analyst at The Ledgeway Group, now part of Gartner.

About Kogan Page: Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organizations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow@KPMktng for information about new books and business insights from author experts.

A Practitioner’s Guide to Account-Based Marketing – ISBN: 9780749479893, Price: $39.95 – is available from March 28th 2017. For a review copy, a by-lined article or to arrange an interview with the author, please contact Courtney Dramis: [email protected] or 929.362.7262.

US Office: 122 W 27th Street, 10th Floor, New York, NY 10001, USA

Related Resources

The Rise of Account-Based Marketing: How to Win With Key Accounts

A Practitioner’s Guide to Account-Based Marketing, pulls together years of research, experience and lessons learned, to explore the development of ABM.