Account-Based Marketing For Dummies (For Dummies

by Sangram Vajre

Grow your account list with an effective account-based marketing strategy 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!"Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book."- David Raab, Founder at Raab Associates"If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too." - Megan Heuer, Vice President and Group Director, SiriusDecisions"Like a Hollywood agent, marketing's job is to get sales the 'audition, ' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how." - Joe Chernov, VP of Marketing at InsightSquared"Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how." - Scott Brinker, Author of Hacking Marketing"Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results." - Sean Zinsmeister, Senior Director of Product Marketing, Infer "The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike." Scott Vaughan, CMO, Integrate

Genres: Business, Nonfiction

384 pages, Paperback

First published April 18, 2016

Reviews

[GoldGato · Rating 4 out of 5]

There used to be a time before CRM (Customer Relationship Management) software took over the sales and marketing world. Businesses put together extensive Excel sheets in order to track incoming sales, but that all changed when SalesForce came along and revolutionized the industry. If you’ve never had to use CRM, that’s okay, because this book explains, as simply as possible, the reason for its existence and how it can improve sales by way of marketing.

Goodreads is a form of CRM. For example, you have WishLists which become To Be Read lists, which become Currently Reading lists, which become Completed/Read lists. In sales and marketing, it’s the same trajectory. Instead of using old world leads, a business will focus on a specific company and work it through the sales pipeline (what a customer does) and the sales funnel (how the metrics are measured). So, one can add a business as an Account and guide it through the CRM process until it either becomes a Win (sale successful) or not.

With the advent of CRM, the backend Sales Operations position became important, as a combination of Marketing and Sales. Account-Based Marketing makes it easier for a marketing team to know if their message has been successful, working with Inside Sales and Outside Sales. It may sound a bit convoluted, but it isn’t. Again, the Goodreads process is a CRM. Just think of a book title as an Account. If you eventually finish reading and rating the book, you have completed the CRM trajectory.

I felt this book did an excellent job in explaining everything, including the importance of marketing for sales groups. Admittedly, this was all familiar to me, but I wish I had something like this about twelve years ago, as my life would have been much easier. Yay, Salesforce.

Book Season = Year Round (channels and platforms)

[Evan Winchester · Rating 2 out of 5]

Eh, just read some articles online if you want to know more about this stuff.

[Achal Kagwad · Rating 3 out of 5]

Account-Based Marketing for Dummies

Gives a good framework(Flip the Funnel), but repetitive in nature, could be concise

ABM-Account Based Marketing for Dummies by Sangram Vajre serves as a beginner-friendly guide to the world of Account-Based Marketing (ABM). I believe every good book read creates another dot in the human mind map and connects the dots with all the previous dots gained(books and real life experience). If somebody reading this review is data scientist or an ML engineer, basically your model(brain) is trained on more quality data(books and experiences) to improve metrics of model prediction(Accuracy,Precision, Recall)

Here's a brief review:

Strengths:

Practical examples and case studies: Real-world examples and case studies help readers grasp how ABM is implemented in various business scenarios.(But case studies are shallow in nature)
Actionable steps and frameworks: The book provides practical steps and frameworks to get started with ABM, including building a strategy, selecting target accounts, and measuring success.

Weaknesses:

Limited depth and Repetitive: Due to its concise nature, the book may not offer in-depth coverage of advanced ABM tactics or address specific industry nuances.
Basic overview of technology: The technological aspects of ABM are not covered extensively, and readers might need to consult other resources for detailed information on relevant tools and platforms.

[Abhishek . · Rating 3 out of 5]

Good. But bit repetitive. Could have been concise.

[Guy Powell · Rating 3 out of 5]

It's been a while since I read this, but account based marketing is critical for business to business marketing

[Samantha Herscher · Rating 3 out of 5]

I resent being called a dummy, but this is a good intro guide to ABM

[David · Rating 3 out of 5]

Much as I've been account-based marketing, I've never thought much about basic principle. Identify-Expand-Engage-Advocate (few to many) which flips the mass marketing funnel (many prospects to few purchaser). Focus on generating high quality leads (vs quantity) to land and expand. Makes very good sense with B2B business.