Account-based marketing for dummies
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 t...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
2016.
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| Edición: | 1st edition |
| Colección: | Learning made easy.
--For dummies. |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630192206719 |
Tabla de Contenidos:
- Title Page; Table of Contents; 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 GoalsDriving 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 AccountsProtecting 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
- Humanizing ContentReaching 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
