Account-Based Marketing For Dummies

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

用一個有效的帳戶導向行銷策略來擴大您的帳戶清單

買家已改變了B2B行銷遊戲。《Account-Based Marketing For Dummies》將為您提供工具，以轉變您目前的方法，以符合他們不斷變化的需求，找到、接觸和與潛在客戶在他們的條件下進行互動。這本書充滿了專家建議和逐步指導，向您展示如何分析當前數據，以識別具有最大投資回報機會的帳戶，並執行有效的、針對帳戶的技巧以獲得成果。

這本實用指南將消除當今高度數字化世界中的帳戶導向行銷的恐懼感。您將擁有所需的知識，以實時增加您的影響力，使您更多地接觸帳戶內的其他決策者和影響者。您將發現，通過結合行銷技術和在線廣告，您的訊息可以在客戶已經在線上參與的地方和時間顯示。

- 對銷售和行銷團隊進行協調，以在ABM努力中取得更大的成功
- 分析數據以識別關鍵帳戶
- 將您的訊息針對實時互動
- 將您的活動與行銷自動化軟體整合

如果您是已經使用CRM工具的銷售或行銷團隊成員，並希望擴大您的影響力，《Account-Based Marketing For Dummies》將為您提供支援！

《Account-Based Marketing For Dummies》消除了這個被大肆宣傳的話題所帶來的困惑。它提供了關於帳戶導向行銷是什麼、為什麼重要以及如何執行的簡單直接的解釋。任何商業行銷專業人士都將從閱讀這本書中受益。- David Raab, Raab Associates創始人

如果您正在閱讀這本書並剛開始使用ABM，歡迎來到B2B行銷的未來：以洞察為基礎、技術驅動且最重要的是以客戶為中心。我們的客戶對使用帳戶導向行銷所帶來的業務影響感到非常滿意，您也會如此。- Megan Heuer, SiriusDecisions副總裁兼集團總監

就像好萊塢經紀人一樣，行銷的工作是為銷售團隊獲得“試鏡”機會，而不是角色。帳戶導向行銷是最大化為您的銷售團隊提供“正確”試鏡機會的關鍵，《Account-Based Marketing For Dummies》解釋了如何做到這一點。- Joe Chernov, InsightSquared市場副總裁

不斷進步的行銷技術使新一代的銷售和行銷策略得以蓬勃發展，改變了各種規模的公司的競爭環境。這種現代的帳戶導向行銷浪潮具有巨大的潛力來改善您的業務，而Sangram Vajre是一位富有洞察力和熱情的指導者，將向您展示如何做到這一點。- Scott Brinker, 《Hacking Marketing》作者

帳戶導向行銷正在改變企業如何利用客戶洞察來獲取更多高端市場收入。這本書教導了一批新一代的數據驅動行銷人員如何擁抱一種以質量為導向而非數量為導向的方法，並執行可擴展的ABM策略，實現真正的成果。- Sean Zinsmeister, Infer高級產品營銷總監

這本書的標題可能是“…for dummies”，但ABM已被證明是一種聰明的方法，適用於負責生成銷售管道、獲取和滿足客戶的B2B行銷人員。使用這本書來幫助您開始並提升您的帳戶導向行銷策略和戰術，這將使您的銷售同事、執行團隊和客戶都感到興奮。- Scott Vaughan, Integrate首席市場官