373 A Practitioner's Guide to Account Based Marketing by Dave Munn
The Marketing Book Podcast
Douglas Burdett
4.9 • 868 Ratings
🗓️ 4 March 2022
⏱️ 70 minutes
🧾️ Download transcript
Summary
A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (2nd Edition) by Bev Burgess and Dave Munn
About the Book:
As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns.
Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.
A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programs.
Featuring insights from practicing professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2, and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.
This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions, and updated wider research.
Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.
About the Author:
Dave Munn is President of ITSMA, a research-based community for B2B marketing leaders that pioneered the account-based marketing approach in the early 2000s. ITSMA is now a Momentum Group company.
Prior to joining ITSMA in 1995 Dave held senior-level marketing positions with Oracle and Apple and was a senior analyst at the Ledgeway Group (now part of Gartner).
He holds an MBA from Northwestern University’s Kellogg School, where he concentrated in Marketing and Corporate Strategy.
And, interesting fact: The only reason his wife Jennifer married him is that on their first date he mentioned having read Hemingway’s The Sun Also Rises and that he had run with the bulls in Pamplona Spain!
Click here for this episode's website page with the links mentioned during the interview...
Transcript
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| 0:00.0 | This is Dave Munn, co-author of a practitioner's guide to Account-based Marketing, |
| 0:06.0 | Accelerating Growth in Strategic Accounts, and you are listening to the Marketing Book |
| 0:11.2 | Podcast. |
| 0:12.2 | Welcome to the Marketing Book Podcast. Welcome to the Marketing Book Podcast, helping you keep up with the smartest thinking in the quickly changing field of modern marketing. |
| 0:22.0 | And now here's your host, Douglas Burdett. |
| 0:25.0 | Hello, thanks for joining me on the Marketing Book Podcast |
| 0:28.0 | where each week I publish an interview with the author of a new marketing or sales book |
| 0:32.0 | and which has been named by Forbes and |
| 0:34.0 | LinkedIn amongst others is one of the top marketing podcast. Don't worry about |
| 0:37.6 | taking notes. You can find links to everything linkable in this episode's |
| 0:40.8 | website page at marketing book podcast.com and since I get to read |
| 0:45.7 | every book featured on the show if I can recommend a specific marketing your |
| 0:49.5 | sales book or any other resource I know of for whatever challenge you're facing. |
| 0:54.0 | Send me a LinkedIn connection invite with a message that you're a listener, |
| 0:57.0 | and I will do my best to get you pointed in the right direction. |
| 1:00.0 | My name again is Douglas Burdett. |
| 1:02.8 | All right, let's get on with the show. |
| 1:05.0 | Today we welcome Dave Munn back to talk about the second edition of the book |
| 1:09.2 | he is co-authored with Bev Burgess, |
| 1:10.9 | a practitioner's guide to account-based marketing, accelerating growth |
| 1:14.9 | in strategic accounts. |
| 1:16.5 | Published by Kogan Page, Dave Munn is president of ITSMA, a research-based community |
... |
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