From the Book - Second edition.
Machine generated contents note: Section - ONE: Setting up an account-based marketing programme; Chapter - 01: The essentials of account-based marketing; Chapter - 02: Building the right foundations for account-based marketing; Chapter - 03: Investing in the right tools and technologies; Chapter - 04: Deciding which accounts to focus on; Chapter - 05: The ABM adoption model; Section - TWO: Account-based marketing step-by-step; Chapter - 06: Knowing what is driving the account; Chapter - 07: Playing to the client's needs; Chapter - 08: Mapping and profiling stakeholders; Chapter - 09: Developing targeted value propositions; Chapter - 10: Planning integrated sales and marketing campaigns; Chapter - 11: Executing integrated campaigns; Chapter - 12: Evaluating results and updating plans; Section - THREE: Developing your career as an account-based marketer; Chapter - 13: The competencies you need to do account-based marketing; Chapter - 14: Managing your ABM career.
