A practitioner's guide to account-based marketing : accelerating growth in strategic accounts /
| Main Authors: | , |
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| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
London ; New York, NY :
Kogan Page Limited,
2017.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- The essentials of account-based marketing
- Building the right foundations for account-based marketing
- Investing in the right tools and technologies
- Deciding which accounts to focus on
- The abm adoption model
- Account-based marketing step-by-step
- Knowing what is driving the account
- Playing to the client's needs
- Mapping and profiling stakeholders
- Developing targeted value propositions
- Planning integrated sales and marketing campaigns
- Executing integrated campaigns
- Evaluating results and updating plans
- Developing your career as an account-based marketer
- The competencies you need to do account-based marketing
- Managing your abm career
- Index.