Account-Based Marketing

B2B companies spend $40B on marketing each year, yet the traditional model for lead generation, the engine that drives growth for B2B, is fundamentally broken. It has failed to reliably generate strong business results, it has created friction, distrust and outright dysfunction between marketing and sales teams. Account-based marketing has quickly gained traction with the majority of B2B companies because it aligns sales and marketing teams around the accounts that will have the most business impact- whether they are prospects or customers. Instead of chasing a large volume of generic leads, or ignoring current customers altogether, ABM helps sales and marketing coordinate their efforts against a specific set of target accounts. Despite the rapid ascent of ABM, there continues to be a significant amount of confusion around ABM as a strategy. This book answers the key questions: How do you implement it? What are the best practices? What are real life examples of ABM programs? And what's the best way to measure success? This book will help B2B marketers execute a world class ABM strategy.