9781119572046

1119572045

9781119572022

1119572029

1119572002

9781119572008

Intro; ACCOUNT-BASED MARKETING; Contents; Chapter 1 The Sweet Spot; Is This Book for You?; What Would a World-Class Marketing Strategy Include?; Pushback; Key Gains of an ABM Strategy; How to Make a Smooth Transition into ABM; Chapter 2 Building Blocks; Organizational Benefits of ABM; One Size Never Fits All; One-to-One ABM; One-to-Few ABM; One-to-Many ABM; Data Is at the Core of an ABM Strategy; Detecting Intent; The Six Areas of Focus for ABM; 1. Identify; 2. Attract; 3. Engage; 4. Convert; 5. Close; 6. Measure; Heads Up; ABM Maturity Model; Sales and Marketing Alignment; Target Accounts

Marketing ProgramsMeasurement; Key Transformations of an ABM Strategy; Chapter 3 Getting Buy-In; What 1878 Can Teach Us; The Marketing and Sales "Keyboard"; Getting ABM Off the Ground; Next Step: Alignment; After Team Alignment Comes Customer Journey Alignment; Everyone Will Get to Flex Some New Muscles; Your New Compass Heading; Chapter 4 Your Target Account List; Beginning the List Process; Identify the List Owner; Start Where It's Natural; Secure Provisional Agreement; Update Your List Regularly; Begin to Embed the List in Your Systems; Outbound versus Inbound

Segmenting Your Target Account ListSet Your Goals; Expanding Your Target Account List; During the Pilot Period; Down the Road: Ways to Expand Your Target Account List; How Big Should My List Ultimately Be?; Customers, Partners, and Your Target Account List; How ABM Helps You Market to Existing Customers; Let ABM Transform Your Partner Marketing; The 30-60-90-Day Plan; First 30 Days; First 60 Days; By 90 Days; Chapter 5 Attracting Your Target Accounts; Marketing Automation Systems; Account-Based Advertising; The Economics of Account-Based Advertising; Case Study: Progress

What About Retargeting?Field Marketing; Other Best Practices in Field Marketing; Getting Social; Your Event Strategy; Webinars; Content Marketing; Defining Your Initial ABM Attraction Strategy; Chapter 6 Boosting Engagement; The Net and the Dart; Personalize the Message; Don't Assume the Delivery Medium; Live Chat, Turbocharged; Leverage Data; Always-On Advertising Increases Engagement Across the Buying Journey; Seven Steps to Phasing in Website Personalization; Chapter 7 Converting and Closing; Signals and the Buying Journey; The Changing Mix of Buying Signals; Heat Maps Deliver Insights

On-Page Signals to Watch forThe Great Gate Debate; Ways to Increase the Likelihood of a Conversion; Pricing Pages; Discussing the Competition; Damaging Admissions Increase Believability; Free Trials; Breaking through Breakage; Best Practices for Webinar Conversions; Lowering the CTA Bar; Case Study: Iron Mountain; Closing Accounts; Chapter 8 Measuring What Matters; Attribution; Three Levels of Measurement; Signal versus Noise; Understand Key Segments; Establishing Goals and Incentives; Account-Based Reporting Dashboard; Pipeline Dashboard; Reporting Your Results