Account-Based Marketing For Dummies

Höfundur: Sangram Vajre
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Account-Based Marketing For Dummies

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Rafbók til leigu í 1 ár. Útgáfa: 1

Efnisyfirlit

  • Cover
  • Foreword
  • Introduction
    • About This Book
    • Foolish Assumptions
    • Icons Used in This Book
    • Beyond the Book
    • Where to Go from Here
  • Part 1: Getting Started with Account-Based Marketing
    • Chapter 1: Introducing the Basics of Account-Based Marketing
      • Defining Account-Based Marketing
      • Flipping the Funnel
    • Chapter 2: Making the Case for Account-Based Marketing
      • Understanding Why B2B Companies Need Account-Based Marketing
      • Starting the Conversation about ABM
      • Driving More Revenue from Account-Based Marketing
    • Chapter 3: Aligning Sales and Marketing
      • Setting the Right Marketing Goals
      • Driving Revenue through Teamwork
      • Renewing the Vows between Marketing and Sales
    • Chapter 4: Selecting Tools
      • Understanding Marketing Technology
      • Setting Up Your Platforms
      • Types of Marketing Activities
  • Part 2: Identifying Accounts for Marketing
    • Chapter 5: Targeting Your Best-Fit Accounts
      • Focusing on the Right Market
      • Creating an Ideal Customer Profile
      • Making a Value Proposition
      • Building Your List of Target Accounts
    • Chapter 6: Fueling the Account-Based Marketing Engine
      • Managing Your Existing CRM Data
      • Obtaining New Data on Target Accounts
      • Creating New Accounts
      • Protecting Data Quality
    • Chapter 7: Qualifying Your Target Accounts
      • Gauging Interest
      • Converting Accounts to Opportunities
      • Qualifying a Revenue Opportunity
  • Part 3: Expanding Contacts Into Accounts
    • Chapter 8: Reaching the Right People in Target Accounts
      • Preparing Your Account-Specific Plan
      • Using Tools for Expansion
      • Adding Contacts to an Account
    • Chapter 9: Using Marketing Automation for Your Account Strategy
      • Strategizing Your Expansion Tactics
      • Learning the Fundamentals of Scoring and Grading
      • Flowing Data Back into Your CRM
    • Chapter 10: Distilling the Key Roles of “Smarketing?”
      • Making Sales Your Marketing Team’s Number 1 Customer
      • Benefitting from “Smarketing” Alignment
      • Banking on Your Strengths
  • Part 4: Engaging Accounts on Their Terms
    • Chapter 11: Generating Velocity for Sales
      • Accelerating Your Pipeline from Click to Close
      • Advancing Opportunities to Closed-Won Deals
      • Growing Revenue Using ABM
    • Chapter 12: Personalizing the Buyer’s Channel
      • Mobilizing Your Message
      • Advertising on the Right Platforms
      • Engaging on Social Media
    • Chapter 13: Developing Content for Campaigns
      • Creating a Content Library
      • Humanizing Content
      • Reaching Through Technology
    • Chapter 14: Executing ABM: A Playbook
      • Centering a Strategy
      • Coordinating Your Efforts
      • Ranking Your “smarketing” Success
  • Part 5: Turning Customers Into Advocates
    • Chapter 15: Elevating the Buyer to Customer Journey
      • Prospecting to Contacts
      • Establishing a Customer Journey
      • Selling to Existing Customers
    • Chapter 16: Valuing Customer Advocacy
      • The Rising Influence of the Customer Voice
      • Making Your Customers Your Marketers
      • Engineering Product Development
    • Chapter 17: Aligning Marketing, Sales, and Customer Success
      • Nurturing Never Stops
      • Collaborating with Customer Success
      • Planning Your User Conference
  • Part 6: Putting It All Together
    • Chapter 18: Measuring the Success of Campaigns
      • Setting Key Performance Indicators
      • Testing Your Campaigns
      • Knowing You Aren't Wasting Money
    • Chapter 19: Tracking Metrics for Every Account
      • Ongoing Account Maintenance
      • Gauging Potential Opportunities
      • Providing Value Add
  • Part 7: The Part of Tens
    • Chapter 20: Ten Reasons B2B Companies Need Account-Based Marketing
      • Doing the Math
      • Needing a Strategy
      • Focusing on Sales Productivity
      • Utilizing Your Technology Stack
      • Prioritizing Tech Investments
      • Building New Skills
      • Leveraging Customer Experience
      • Treating Clients Differently
      • Developing ABM Relationships
      • Measuring More Than Leads
    • Chapter 21: Ten Obstacles Facing Account-Based Marketing
      • Measuring Leads as Success
      • Blasting Emails Too Quickly
      • Expecting to Engage Every Time
      • Relying on Marketing to Do It All
      • Sending All Leads to Sales
      • Asking for More Leads
      • Not Paying Attention to Customer Retention
      • Forgetting About Your Customer Advocates
      • Selling Instead of Serving
      • Changing the C-Suite’s Assumptions
    • Chapter 22: Ten Account-Based Marketing Blogs to Read
      • MarketingProfs
      • ClickZ
      • Funnelholic
      • Business2Community
      • CustomerThink
      • MediaPost
      • Heinz Marketing
      • Chief MarTec
      • MarketingLand
      • MarTech Advisor
    • Chapter 23: Ten ABM Thought Leaders to Follow
      • Jill Rowley
      • David Raab
      • Craig Rosenberg
      • Jon Miller
      • Chris Engman
      • Ann Handley
      • Matt Heinz
      • Megan Heuer
      • Scott Brinker
      • Jim Williams
  • About the Author
  • Advertisement Page
  • Connect with Dummies
  • End User License Agreement

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