LEXINGTON, Mass. - June 3, 2021 - PRLog -- Four years after the groundbreaking release of A Practitioner's Guide to Account-Based Marketing: Accelerating growth in strategic accounts comes an updated and expanded second edition, published by Kogan Page. The book is being released today in the UK and on June 29th in North America.

This edition contains new discussion on how account-based marketing (ABM) initiatives can move from a pilot stage to being successfully embedded in a business, new case studies from Accenture, Computacenter, DXC Technology, Fujitsu, HP, HPE, Infosys, Microsoft, O2, Qlik, Red Hat, ServiceNow, and Snowflake.

New material on quantified value propositions, new ABM benchmark data, and new research on how executive engagement behavior and preferences are changing that B2B marketers need to understand and respond to, especially in an ABM context.

Co-author Dave Munn explains, "This book was created to truly be a 'Practitioner's Guide' for those who want to understand what it is, how to do it, and what it takes to be a successful ABM-er and drive results for your company. But it's also for those who have been working in ABM for a while and want to stay ahead of the game and ensure your program is helping you increase growth in your most important accounts."

The term "account-based marketing" was first coined by ITSMA in 2003 and since the publication of the first edition of A Practitioner's Guide to Account-Based Marketing in 2017 there has been an explosion of definitions, solutions, and organizations offering their ABM expertise.

In addition, a global pandemic and its ripple effects have reshaped every aspect of business and transformed the practice of marketing. This updated second edition of A Practitioner's Guide to Account-Based Marketing will help all B2B marketers deliver sustainable business outcomes in this new world.

"Now that everyone is interested in what ABM can do for them, it's time to update the experience, research, and client examples that went into that first book, and create a second edition that's more relevant for the times we're living in," said co-author Bev Burgess.

Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing, is divided into three parts:

• Part one identifies the basics of ABM, the fundamentals for starting an ABM program, and the technologies that can help support and scale ABM across the business.
• Part two outlines ITSMA's seven-step process on how to do ABM on an individual strategic account, how to build an integrated sales and marketing campaign, and how to measure your ABM results and report your success.
• Part three focuses on the skills and attributes needed to be a good account-based marketer, introducing ITSMA's ABM competency model, offering tips on how to manage agency resources, and providing concrete ideas for ABM career development.

Each chapter ends with an ABM checklist of key points to remember and apply. Rounding out the book is a profile of the 'Magnificent Seven' – ABM experts who offer advice so the reader can benefit from their experience and deliver results faster.
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"Bev Burgess and Dave Munn have humbly titled this work A Practitioner's Guide to ABM, but it might be better called The ABM Bible, such is their pre-eminence and knowledge of this topic. It is a must-use reference for anyone serious about leading or being part of a successful ABM team, and given client expectations around account-level marketing engagement, it should be considered critical for every B2B marketer."

John Gallagher, CMO, IBM Services

"ABM puts the customer at the heart of your marketing strategy. This excellent book explains how to build and scale an ABM program that's right for your business and gives a step-by-step guide to creating integrated plans that deliver great business outcomes for you and your customers."

Tim Yeaton, Executive Vice President and Chief Marketing Officer, Red Hat
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About the authors:

Bev Burgess is a Senior Advisor at ITSMA, delivering consultancy and training on the design, development, and implementation of Account-Based Marketing programs. The first to codify this new B2B marketing strategy in 2003, she has personally helped companies around the world to accelerate account growth using ABM techniques. Today, Bev continues to evolve ABM as a business discipline, working with ITSMA members and clients.

Dave Munn is the President and CEO of ITSMA and a well-recognized thought leader in B2B services and solutions marketing. Dave has helped advance the strategic discipline of ABM since 2003 and oversees ITSMA's expanded portfolio of ABM research, events, consulting, training, and certification offerings. He also chairs ITSMA's global ABM council made up of ABM program leaders from many of the world's top organizations.

About ITSMA:

For more than 25 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. Learn more at www.itsma.com.For more than 25 years, ITSMA has led the way in defining, building, and inspiring B2B marketing excellence. With a dedicated focus on services and solutions for the connected economy, we provide our member community with insight, advice, and hands-on help to strengthen reputation, increase revenue, and deepen customer relationships. Learn more at www.itsma.com.

About Kogan Page:

Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world's most prestigious academic institutions, international commercial organizations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.


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