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 MARC Display
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Madrid : Dykinson, Place of publication not identified, 2021.
ISBN: 
9788413773940
9788413773162
Description: 
1 online resource (352 pages)
Edition: 
1st ed.
Contents: 
Intro -- About the authors -- Foreword -- About this book -- Acknowledgements -- Part One Setting up an account-based marketing programme -- 01 The essentials of account-based marketing -- Why account-based marketing matters -- Defining account-based marketing -- The evolution of ABM to the next generation -- Is ABM right for my organization? -- Moving to a blended model -- Case study: Driving strategic growth at ServiceNow -- Your ABM checklist -- Notes -- 02 Building the right foundations for account-based marketing -- Taking the first steps -- Case study: The keys to Red Hat's thriving ABM programme -- Deciding what you want to achieve with ABM -- Making the metrics count -- Positioning ABM as a strategic business initiative -- Creating the right framework for effective governance -- Devoting sufficient resources to the programme -- Your ABM checklist -- Notes -- 03 Investing in the right tools and technologies -- Challenges and opportunities of modern technology -- Supporting ABM in individual accounts -- Case study: Deepening engagements and accelerating growth among cold, dead and hostile accounts -- Managing ABM programmes across accounts -- Your ABM checklist -- Note -- 04 Deciding which accounts to focus on -- Not all accounts are equal -- Defining the account selection process -- Case study: ABM delivers 300 per cent growth for Snowflake, fuelling global expansion and category disruption -- Your ABM checklist -- Note -- 05 The ABM adoption model -- A recognized approach -- The prerequisites for ABM -- The ABM programme road map -- The seven dimensions of a successful ABM programme -- Case study: Adapting ABM to ignite customer obsession at Fujitsu -- Your ABM checklist -- Notes -- Part Two Account-based marketing step by step -- 06 Knowing what is driving the account -- Where are you today? Where do you want to be?.
ABM perception interviews -- What is the account's context? -- A note on how today's buyers buy -- Information sources -- Case study: 'Gold Dust': Mining value through insights at HPE -- Your ABM checklist -- Note -- 07 Playing to the client's needs -- Changing your mindset -- Developing the play -- Prioritizing possible plays -- Case study: Microsoft's 'Truths andamp -- Insights' game -- Your ABM checklist -- 08 Mapping and profiling stakeholders -- Understanding the decision-making unit -- Building DMU stakeholder profiles -- Case study: Interview: Lessons from online dating applied at Accenture -- Mapping your stakeholders' wider networks -- A note on segmentation -- A note on stakeholder profiling for ABM lite and programmatic ABM -- Your ABM checklist -- Notes -- 09 Developing targeted value propositions -- What is a value proposition? -- What's wrong with most value propositions? -- Three types of value propositions -- The six elements in a targeted value proposition -- Case study: O2: ABM success with quantified financial value propositions -- Test, test, test -- Creating an elevator pitch -- Creating a hierarchy of propositions -- Your ABM checklist -- 10 Planning integrated sales and marketing campaigns -- Ingredients of a successful ABM campaign -- Setting your campaign objectives -- Defining the audience for your campaigns -- Creating personalized content -- Designing an omnichannel campaign -- Putting it all together in your campaign plan -- Case study: Account-based 'unmarketing' at Infosys -- Visualizing your campaign -- Your ABM checklist -- Notes -- 11 Executing integrated campaigns -- Aligning marketing and sales -- The role of the ABM-er on the account team in strategic ABM -- Case study: The Qlik Infusion Programme -- Project management: making sure things get done -- The marketer as facilitator -- Agile working.
The politics of the account team -- Your ABM checklist -- Notes -- 12 Evaluating results and updating plans -- Measuring the returns of ABM -- A word on ROI in marketing -- Finding the right metrics and defining the time frames -- Objectives and metrics -- Demonstrating interim success -- Using metrics in the account team -- Case study: Driving innovation with an automotive customer: strategic ABM in practice -- Using metrics with business leaders -- Your ABM checklist -- Notes -- Part Three Developing your career as an account-based marketer -- 13 The competencies you need to do account-based marketing -- Your objectives -- Your responsibilities -- The competencies you need -- Case study: Building a global ABM team at DXC Technology -- Using and managing agency resources -- Your ABM checklist -- 14 Managing your ABM career -- Where do the best ABM-ers come from? -- How does an ABM-er's salary compare with other marketing roles? -- What is the best way to incentivize and reward an ABM-er? -- How do ABM-ers stay fresh and avoid burnout? -- Where next after ABM? -- Your ABM checklist -- Index.
Local Notes: 
The McLennan Community College Library has online access to this title through ProQuest Ebook Central.
Electronic Resource: 
Click here for online access to this title through ProQuest Ebook Central

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