Account-Based Marketing: The Definitive Handbook for B2B Marketers - Hardcover

Burgess, Bev

Hardcover

ISBN 10: 1398619159 ISBN 13: 9781398619159

Publisher: Kogan Page, 2025

Synopsis

Looking to deepen your account-based marketing expertise and lead strategic growth in your B2B organization?

Account-Based Marketing by Bev Burgess is a practical, authoritative guide designed for mid-career marketers eager to develop and optimize ABM strategies that deliver measurable results. Whether you're new to ABM or refining your approach, this book offers proven models and frameworks to build your company's ABM capabilities through effective structure, processes and organizational alignment.

You'll learn how to:
- Develop and implement ABM strategies tailored to diverse customer segments
- Understand and apply the five core types of ABM to maximize impact
- Build scalable ABM programs using proven operational frameworks
- Stay ahead with insights on generative AI's role in evolving marketing practices
- And learn from detailed real-world examples, including Accenture, Salesforce, Vodafone and more

Packed with actionable tools and expert perspectives, this book empowers you to lead ABM initiatives that enhance your career and drive sustainable business growth.

Themes include: Account-based marketing, B2B strategy, marketing frameworks, generative AI, real-world examples, career development

About this title

About the Authors

Bev Burgess, based in Kent, UK, is Founder and Managing Principal at Inflexion Group. She has held senior marketing roles at British Gas, Epson and Fujitsu and headed ITSMA's global Account-Based Marketing (ABM) practice and European business. Since she codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth using ABM techniques through her consulting, training and thought leadership.

Dr. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is known to many as the author of what is widely recognised as the most authoritative textbook on marketing: Marketing Management, now in its 15th edition. He has also authored or co-authored dozens of leading books on marketing.

Edition details

• Publisher: Kogan Page
• Publication date: 2025
• Language: English
• ISBN 10: 1398619159
• ISBN 13: 9781398619159
• Binding: Hardcover
• Edition number: 1
• Number of pages: 312