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Practitioner's Guide to Account-Based Marketing de Bev Burgess

Practitioner's Guide to Account-Based Marketing

Autor Bev Burgess, Dave Munn
en Limba Engleză Paperback – 2 mar 2017
Explore the development of account-based marketing as a business practice, the pitfalls to avoid, and a framework for setting up an ABM programme and running it strategically.
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  Kogan Page – 2 mar 2017 30644 lei  38-44 zile
  Kogan Page – 29 iun 2021 31250 lei  3-5 săpt. +2538 lei  7-11 zile

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Specificații

ISBN-13: 9780749479893
ISBN-10: 0749479892
Pagini: 288
Ilustrații: black & white illustrations
Dimensiuni: 156 x 234 x 15 mm
Greutate: 0.41 kg
Editura: Kogan Page

Cuprins

Section - ONE: Setting up an account-based marketing programme; Section - 01: The essentials of account-based marketing; Section - 02: Building the right foundations for account-based marketing; Section - 03: Investing in the right tools and technologies; Section - 04: Deciding which accounts to focus on; Section - 05: The ABM adoption model; Section - TWO: Account-based marketing step by step; Section - 06: Knowing what is driving the account; Section - 07: Playing to the client's needs; Section - 08: Mapping and profiling stakeholders; Section - 09: Developing targeted value propositions; Section - 10: Planning integrated sales and marketing campaigns; Section - 11: Executing integrated campaigns; Section - 12: Evaluating results and updating plans; Section - THREE: Developing your career as an account-based marketer; Section - 13: The competencies you need to do account-based marketing; Section - 14: Managing your ABM career; Section - 15: Index