Account-Based Marketing by Golec, Chris -- Read -- Imperial Library of Trantor

Index

Cover Title Page Copyright 1 The Sweet Spot:

Is This Book for You? What Would a World-Class Marketing Strategy Include? Pushback Key Gains of an ABM Strategy Notes

2 Building Blocks:

Organizational Benefits of ABM One Size Never Fits All Data Is at the Core of an ABM Strategy The Six Areas of Focus for ABM ABM Maturity Model Key Transformations of an ABM Strategy

3 Getting Buy-In:

What 1878 Can Teach Us Getting ABM Off the Ground Next Step: Alignment Everyone Will Get to Flex Some New Muscles Your New Compass Heading Notes

4 Your Target Account List:

Beginning the List Process Secure Provisional Agreement Update Your List Regularly Begin to Embed the List in Your Systems Segmenting Your Target Account List Set Your Goals Expanding Your Target Account List Customers, Partners, and Your Target Account List The 30-60-90-Day Plan

5 Attracting Your Target Accounts:

Marketing Automation Systems Account-Based Advertising Case Study: Progress What About Retargeting? Field Marketing Getting Social Your Event Strategy Webinars Content Marketing Defining Your Initial ABM Attraction Strategy Notes

6 Boosting Engagement:

The Net and the Dart Personalize the Message Seven Steps to Phasing in Website Personalization Notes

7 Converting and Closing:

Signals and the Buying Journey Heat Maps Deliver Insights On-Page Signals to Watch for The Great Gate Debate Ways to Increase the Likelihood of a Conversion Best Practices for Webinar Conversions Lowering the CTA Bar Case Study: Iron Mountain Closing Accounts Note

8 Measuring What Matters:

Attribution Three Levels of Measurement Establishing Goals and Incentives Reporting Your Results Notes

9 Scaling Your ABM Efforts:

Six Questions to Ask Yourself Your ABM Playbook Is Crucial Five Ways to Find the Budget for ABM Orchestration Note

10 Enhancing ABM with Technology:

Identify Current Gaps The ABM Tech Stack Infrastructure Technologies Account Selection Technologies Engagement Technologies Sales-Enablement Technologies Measurement Technologies Four Considerations to Keep in Mind Take It Step by Step Notes

11 Guiding ABM Ever Higher:

The Top Eight Signs that Your ABM Strategy Might Be in Trouble Two Interesting Questions CA Technologies Case Study What’s on the Horizon for ABM

Acknowledgments Index End User License Agreement