PRAISE FOR Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue

"We've been working on account based strategies for the past few years and this book does a great job of capturing the practical lessons of how to plan for long term success with ABM. Get ready to take notes!"
—Sydney Sloan, Chief Marketing Officer, SalesLoft

"There is no one more knowledgeable about ABM than the folks at Demandbase. When you read this book, you're getting the definitive story on ABM."
—Meagen Eisenberg, Chief Marketing Officer, MongoDB

"For all the hype around Account-Based Marketing, there isn't a lot of practical, hands on guidance out there. This book changes that—it's an important read for any B2B marketer executing ABM."
—Alison Wagonfeld, Chief Marketing Officer, Google Cloud

Does any of the following happen at your company?

• Your Marketing and Sales teams are not aligned and don't collaborate to target the highest-value prospects and customers.
• You have a hard time proving the ROI on your marketing investments and programs.
• Marketing has trouble providing enough highly qualified leads to Sales.
• You have a one-size-fits-all website, leading to high bounce rates and low conversions.
• You're still focused on vanity marketing metrics—leads, website visits, downloads—because you can't prove marketing's impact further down the funnel.

If so, this book will help you address and rectify these issues, to ensure you have greater success and make a bigger impact with your marketing strategy!

Account-Based Marketing is changing the discipline of marketing—Why?

Business-to-business (B2B) companies spend $40 Billion on marketing each year, and they embrace tech-driven innovations, yet the traditional model for lead generation has not changed for decades. Why? In addition to the techniques being outdated, they create friction and distrust between marketing and sales teams. ABM has quickly gained traction with leading B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact. Instead of chasing a large volume of lower-quality, generic leads, ABM helps sales and marketing professionals coordinate their efforts against a specific set of target accounts.

Despite the clear advantages of ABM, there continues to be much confusion around just how to implement it. Written by the leaders behind the successful marketing firm Demandbase, Account-Based Marketing explains how to execute a world-class ABM strategy from start to finish.

• Find out exactly how highly successful B2B companies are using Account-Based Marketing to grow their customer base
• Develop an effective strategy to adapt ABM principles for your own organization with its own unique needs
• Integrate your sales and marketing processes into an efficient, cohesive workflow
• Locate and attract the ideal clients for your business to increase revenue and open up new opportunities

From building the right target account list and understanding the impact of ABM on marketing programs, to selling ABM within an organization and finding budget for the strategy, you’ll find it all in this authoritative guide.