Account-Based Marketing: The Definitive Handbook for B2B Marketers

Whether you’re a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business.

From explaining how to design the right ABM strategy, to exploring the four types of ABM and how to decide which type to use with which customers, this guide will help you build your company’s ABM capability through the right structure, processes and organization, to deliver the best results. Written by a leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice.

With real-world examples and perspectives from companies such as Accenture, AWS, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.

Bev Burgess is founder and Managing Principal at Inflexion Group, and is best known as a worldwide authority on account-based marketing. She has held senior marketing roles at British Gas, Epson, Fujitsu and ITSMA, and since she first codified ABM in 2003, she has personally helped over 40 of the world’s most influential firms accelerate account growth. Based near London, UK, she is also the author of A Practitioner’s Guide to Account-Based Marketing, Account BasedGrowth and Executive Engagement Strategies, all published by Kogan Page.