• Anastasia Ritwell

Top 5 Resources for ABM

Looking to get started in ABM? Here's a few of our favorite resources to kick start your studies.


 

ABM is B2B.: Why B2B Marketing and Sales is Broken and How to Fix it


Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around.

Learn the secrets behind our signature TEAM - Target, Engage, Activate, and Measure - framework to transform your approach to market, increase sales, and retain your ideal customers.


Account-Based Marketing (ABM) is the new B2B. It‘s time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model.


A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics.


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A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic

Accounts 2nd Edition


As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns.

Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.


A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programs. Featuring insights from practicing professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.


This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.


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Account-Based Marketing For Dummies


Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.

This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.

  • Align your sales and marketing teams for greater success in your ABM efforts

  • Analyze data to identify key accounts

  • Target your messages for real-time interaction

  • Integrate your campaign with marketing automation software

If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered!


Buy on Amazon


 

No Forms. No Spam. No Cold Calls.: The next generation of account-based sales and marketing


No Forms. No Spam. No Cold Calls. is a rallying cry for a new generation of sales and marketing leaders who are ready to ditch the traditional strategies, tactics, and technologies that are no longer working to deliver breakthrough results.

Every organization wants to predictably grow revenue. The challenge facing sellers and marketers today is that B2B buyers have taken control of the buying journey, making it nearly impossible for business leaders to accurately predict anything, especially revenue growth.

Prospects are being bombarded from all sides with forms, emails, and annoying phone calls as they try to research our solutions. So what do they do? They protect themselves by researching anonymously and not revealing themselves to us until their decision is made. That means that as sellers and marketers, we’ve lost our opportunity to influence the buying journey—that is, if we’re still clinging to the traditional lead-based tools and strategies that we’re used to.


It’s time for a new paradigm.


Pioneering CMO Latané Conant lays out exactly how to enable your sales and marketing teams to take pride in the customer experience and finally align on how to put your prospects at the center of everything you do. In doing that, you’ll learn to uncover customer demand, prioritize which accounts to work, engage the entire customer buying team, and measure real success. With this customer-first approach, you’ll be able to confidently take down the forms, stop sending bulk emails, and quit making cold calls—and achieve breakthrough results.


Buy on Amazon



 

Unleash Possible: A Marketing Playbook That Drives B2B Sales


Unleash Possible is a how-to guide for high-growth marketing in complex selling environments. Author Samantha Stone, the revenue catalyst, doesn’t just tell you what to do, she shows you how to do it, and how to partner with sales to get the right results.

There is no shortage of inspiring advice calling you to transform your marketing efforts. They all preach, correctly, that B2B marketing has changed and buyers are in control.The problem is—most advice tells you to transform, but does little to address the practical realities of making changes in organizations that have complex relationships with sales.

Unleash Possible changes that—it’s a how-to manual for B2B marketers to:

  • become a trusted partner for sales teams to turn to for guidance.

  • change the way marketing is done to better serve buyers.

  • drive more revenue, growth and profitability

Buy on Amazon

Links provided above are Amazon affiliate links for B2B Event Marketer.

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