The world's leading companies have annual revenues the size of some countries' GDP. For businesses that provide services for these huge corporations, the companies represent global markets in their own right. As such, a growing number of forward-thinking companies are embracing the principles of account-based marketing, and treating individual accounts as a market in their own right. Recent research reports that 84% of practitioners who introduced account-based marketing saw significant increase in marketing effectiveness*.
A Practitioner's Guide to Account-Based Marketing gives an overview of the practice as a whole, and helps readers build the right foundations for account-based marketing. It will offer practical guidelines to establishing which accounts to focus on, and a clear, step-by-step process readers can follow to successfully implement account-based marketing in their own firms. Including real world examples sourced from the author's 25 years of experience, this book is the go-to guide for any marketer looking to create account-specific programmes for key clients.
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