Account-Based Marketing For Dummies

Foreword xvii Introduction 1 Part 1: Getting Started with Account-Based Marketing 7 CHAPTER 1: Introducing the Basics of Account-Based Marketing 9 CHAPTER 2: Making the Case for Account-Based Marketing 19 CHAPTER 3: Aligning Sales and Marketing 31 CHAPTER 4: Selecting Tools 45 Part 2: Identifying Accounts for Marketing 67 CHAPTER 5: Targeting Your Best-Fit Accounts 69 CHAPTER 6: Fueling the Account-Based Marketing Engine 81 CHAPTER 7: Qualifying Your Target Accounts 99 Part 3: Expanding Contacts Into Accounts 111 CHAPTER 8: Reaching the Right People in Target Accounts 113 CHAPTER 9: Using Marketing Automation for Your Account Strategy 125 CHAPTER 10: Distilling the Key Roles of "Smarketing" 141 Part 4: Engaging Accounts on Their Terms 155 CHAPTER 11: Generating Velocity for Sales 157 CHAPTER 12: Personalizing the Buyer's Channel 171 CHAPTER 13: Developing Content for Campaigns 191 CHAPTER 14: Executing ABM: A Playbook 215 Part 5: Turning Customers Into Advocates 237 CHAPTER 15: Elevating the Buyer to Customer Journey 239 CHAPTER 16: Valuing Customer Advocacy 249 CHAPTER 17: Aligning Marketing, Sales, and Customer Success 267 Part 6: Putting It All Together 283 CHAPTER 18: Measuring the Success of Campaigns 285 CHAPTER 19: Tracking Metrics for Every Account 301 Part 7: The Part of Tens 311 CHAPTER 20: Ten Reasons B2B Companies Need Account-Based Marketing 313 CHAPTER 21: Ten Obstacles Facing Account-Based Marketing 319 CHAPTER 22: Ten Account-Based Marketing Blogs to Read 325 CHAPTER 23: Ten ABM Thought Leaders to Follow 331 Index 337

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• Vendas e gestão do marketing
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