July 2nd 2018
A Practitioner’s Guide to Account Based Marketing. Bev Burgess & Dave Munn
A Practitioner’s Guide to Account Based Marketing. Bev Burgess & Dave Munn. 2017. ISBN 9780749479893. A very thorough treatment on the topic. It would be my go to book for anyone wanting a deeper dive. The numerous case studies are well written and illustrate the point. Perhaps it is a bit too much on the very large companies as now the tools are available for this methodology to be used effectively by smaller firms. Supplement this book with the steady stream of blog posts on the topic and you will be all set. IMHO ABM is the way to go to make best use of your sales and marketing resources.
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Category: Content Marketing, Marketing, Sales, Sales Effectiveness, Sales Efficiency
