Account-Based Marketing For Dummies (1119224853) cover image

Account-Based Marketing For Dummies

ISBN: 978-1-119-22485-3
Paperback
384 pages
April 2016
US $26.99 Add to Cart
Other Available Formats: E-book

Foreword xvii

Introduction 1

Part 1: Getting Started with Account-Based Marketing 7

CHAPTER 1: Introducing the Basics of Account-Based Marketing 9

CHAPTER 2: Making the Case for Account-Based Marketing 19

CHAPTER 3: Aligning Sales and Marketing 31

CHAPTER 4: Selecting Tools 45

Part 2: Identifying Accounts for Marketing 67

CHAPTER 5: Targeting Your Best-Fit Accounts 69

CHAPTER 6: Fueling the Account-Based Marketing Engine 81

CHAPTER 7: Qualifying Your Target Accounts 99

Part 3: Expanding Contacts Into Accounts 111

CHAPTER 8: Reaching the Right People in Target Accounts 113

CHAPTER 9: Using Marketing Automation for Your Account Strategy 125

CHAPTER 10: Distilling the Key Roles of "Smarketing" 141

Part 4: Engaging Accounts on Their Terms 155

CHAPTER 11: Generating Velocity for Sales 157

CHAPTER 12: Personalizing the Buyer's Channel 171

CHAPTER 13: Developing Content for Campaigns 191

CHAPTER 14: Executing ABM: A Playbook 215

Part 5: Turning Customers Into Advocates 237

CHAPTER 15: Elevating the Buyer to Customer Journey 239

CHAPTER 16: Valuing Customer Advocacy 249

CHAPTER 17: Aligning Marketing, Sales, and Customer Success 267

Part 6: Putting It All Together 283

CHAPTER 18: Measuring the Success of Campaigns 285

CHAPTER 19: Tracking Metrics for Every Account 301

Part 7: The Part of Tens 311

CHAPTER 20: Ten Reasons B2B Companies Need Account-Based Marketing 313

CHAPTER 21: Ten Obstacles Facing Account-Based Marketing 319

CHAPTER 22: Ten Account-Based Marketing Blogs to Read 325

CHAPTER 23: Ten ABM Thought Leaders to Follow 331

Index 337