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Free ebook: The Clear & Complete Guide to Account Based Marketing

The Clear & Complete Guide to Account Based Marketing You’ve heard the hype: Account Based Marketing is rapidly becoming the next big thing in B2B marketing. Now it’s time to move beyond the hype: How do you actually implement ABM in your organization? What are the best practices used by top companies? How can you best navigate the rough waters of change management? The Clear & Complete Guide to Account Based Marketing is your ...Read More

Table Of Contents

Contents Introduction 3 Seizing the biggest deals Part I 4 From lead-centric to account-centric marketing Part II 27 The 6 ABM processes 1. Select accounts 29 2. Discover contacts and map to your account 43 3. Develop account insights 47 4. Generate account-relevant messages and content 55 5. Deliver account-specific interactions 62 6. Orchestrate account-focused plays 78 Part III 88 Metrics: measuring account progress 1. Coverage 93 2. Awareness 94 3. Engagement 95 4. Reach 100 5. Influence 101 Part IV 103 Implementing ABM: the road to success Conclusion 119 An idea whose time has come Thank you 121 ABM Experts 122 About Engagio 123

First 3 Pages

The Clear & Complete Guide to Account Based Marketing Everything you need to know about winning the biggest deals Contents Introduction 3 Seizing the biggest deals Part I 4 From lead-centric to account-centric marketing Part II 27 The 6 ABM processes 1. Select accounts 29 2. Discover contacts and map to your account 43 3. Develop account insights 47 4. Generate account-relevant messages and content 55 5. Deliver account-specific int...Read More