Account-Based Marketing: The Definitive Handbook for B2B Marketers

by Bev Burgess, Philip Kotler (Foreword by)

Overview

Whether you're a B2B marketer learning about account-based marketing (ABM) for the first time, or an experienced account-based marketer who wants to keep up to date with the latest advances in the field, this book is the perfect guide to using ABM effectively in your business.

From explaining how to design the right ABM strategy, to exploring the five types of ABM and how to decide which type to use with which customers, this guide will help you build your company's ABM capability through the right structure, processes and organization to deliver the best results. Written by the leading practitioner in ABM, Bev Burgess, this book will also help you prepare for the future of ABM as the world of marketing evolves with the introduction of generative AI, helping you to stay at the forefront of your professional practice.

With real-world examples and perspectives from companies such as Accenture, NTT, Salesforce and Vodafone, this guide is a key resource for Account-Based Marketers everywhere, providing an up-to-date view of best practices in ABM globally and a look at how these practices are evolving.

Product Details

ISBN-13:	9781398619135
Publisher:	Kogan Page, Ltd.
Publication date:	03/25/2025
Pages:	312
Product dimensions:	6.14(w) x 9.21(h) x 0.00(d)

About the Author

Bev Burgess is founder and Chief Executive at Inflexion Group, and is best known as a worldwide authority on Account-Based Marketing. She has held senior marketing roles at British Gas, Epson, Fujitsu and ITSMA, and since she first codified ABM in 2003, she has personally helped over 40 of the world's most influential firms accelerate account growth. Based near London, UK, she is also the author of A Practitioner's Guide to Account-Based Marketing, Account Based Growth and Executive Engagement Strategies, all published by Kogan Page.

Table of Contents

** Chapter - 00: Foreword ** Chapter - 01: How ABM is Reshaping B2B Marketing ** Chapter - 02: The Business Perspective ** Chapter - 03: The Customer’s Perspective ** Chapter - 04: Designing The Right ABM Strategy for Your Business ** Chapter - 05: Strategic ABM ** Chapter - 06: Scenario ABM ** Chapter - 07: Segment ABM ** Chapter - 08: Programmatic ABM ** Chapter - 09: Pursuit Marketing ** Chapter - 10: Building Your Capability ** Chapter - 11: Looking Ahead

Editorial Reviews

"Over the past two decades, ABM has become a cornerstone marketing strategy in both the United States and India, helping companies build long-term value through strategic account relationships. In her latest book, Bev explores cutting-edge insights and best practices, offering a glimpse into how AI will shape the future of ABM. As our economies digitize and companies and their workforces transform, this book is a must-read thesis for anyone focused on driving growth through account-based strategies."

Dr. Mukesh Aghi

"In a world where customers seek ever greater personalization, the future for ABM is bright, and this book clearly demonstrates how to personalize in the business-to-business (B2B) arena. Bev Burgess provides a clear and practical guide to ABM, including advice across a range of sectors on the latest theories and approaches. Whether you're starting out or looking to enhance your existing strategies, this resource is invaluable for navigating the complexities of B2B marketing."

Chris Daly

"Bev Burgess has already proved that she is at the top of her game when it comes to ABM, both through her previous books and her professional career. Her name has become synonymous with best practice."

Author of Principles of Marketing Professor Philip Kotler

"B2B marketers pay attention - this is a practical hands-on book, written by an Account Based Marketing founder. It will change your ability to contribute in a meaningful way to recurring revenue and top line growth."

Jane Hiscock

"For over two decades, Bev Burgess has been leading the development of a more client-centric approach to marketing. In this book, she updates us on the latest thinking and best practices in building strong, lasting relationships with clients, and then challenges us to use those relationships to make an impact on some of the most pressing challenges we face as a society."

Gilles Roucolle

"As a non-executive director to multiple enterprise software companies, I know that retaining and growing with your top customers is critical for success. Bev's book articulates how to do just that, with clarity as to how to approach it and real-world examples that bring ABM best practices to life. "

Independent Board Director Sue Barsamian

"ABM - or client-centric marketing - is a real differentiator in professional services. Delivering personalized, valuable insights and experiences aligned to stages in the client journey helps to build enduring relationships and clarity around how your firm can help its clients with their most pressing priorities. This book has a range of perspectives and examples to inspire you whether you're just getting started or evolving an existing programme."

Julie Johnson

"Bev has had many fans in Japan over the past two decades, and I am proud to count myself among them. We are all eagerly anticipating this new book. Bev's ABM theories are bound to make a significant impact on Japan's global enterprises. "

Ichiro Niwayama

"The 80/20 rule provides the business case for a clear focus on your top customers. ABM is a different and more targeted way of allocating marketing resources and investment to those customers, and in this book, Bev explains how your business context influences both your decision to do ABM, and which type or types of ABM to use. If you are looking for guidance on how to create an effective B2B marketing strategy take heed of the lessons in this book."

Jonathan Geldart

"Against the backdrop of the interconnected global trends that are shaping the business climate for us all, this book provides clear guidance on how to use marketing and communications to enhance the distinctive experience and trusted advice our clients have come to expect."

Julie Parsons

"Fujitsu has long recognized the importance of collaborating deeply with our key customers worldwide, dedicating ourselves to understanding their priorities and co-creating solutions that address their challenges and goals. Account-Based Marketing has been integral to this strategy. Bev's new book not only serves as a valuable guide for ABM practitioners but also inspires us to push boundaries, finding ways to collaborate with customers for the greater good of society. It's an essential read for anyone in the field."

Taeko Yamamoto

"B2B marketers have an increasingly tough job in an increasingly competitive market. The improved use of insight and technology-enabled strategies outlined in this book are a way to deliver a customer first approach that gives a competitive advantage. ABM is continually evolving, and this book helps us evolve with it! "

Orla Hennessy

"I've watched with interest as Bev has developed her thinking in ABM over the past two decades. This book represents the best of her experience and research over that time, brought bang up to date with the latest insights, frameworks and examples from around the world. I recommend it to any marketer who wants to bring the power of ABM into their B2B marketing."

Zoe Hominick

"In an era where traditional B2B playbooks are breaking down and AI is reshaping what's possible, we desperately need practical advice on ABM that goes beyond the basics and shows us how to do right by our most valuable customers. This comprehensive, excellent handbook delivers exactly that, offering new frameworks and real-world examples that address the complexity of modern ABM programmes. Bev's latest work isn't just an update, it's a completely new guide for the next generation of account-based marketing."

Jon Miller

"I couldn't wait to read this book. Bev's last one (Account-Based Growth, with Tim Shercliff) literally changed the way I think about B2B business. I've tried the account-based approach, and it works, delivering the holy grail of revenue growth and improved profitability."

Chris Smith

"Bev's research and thought leadership in account-based marketing has led me to change my whole approach to driving growth. In this book, she presents her latest thinking on how to make ABM work in your organization. It really is a 'definitive handbook' with clearly articulated, practical advice and examples of every type of ABM from leading companies around the world. To foster enduring relationships with clients and prospects, investment in ABM is critical and something that all B2B firms need to consider within their future growth strategies"

Fraser McNaughton

"Another book on ABM? Don't roll your eyes just yet! When the pioneer of Account-Based Marketing, Bev Burgess, writes a book, it's not just another ABM book - it's the ABM book. With her signature brilliance, Bev unpacks how to keep pace with the rapid changes in ABM, from navigating generative AI to learning from cutting-edge case studies. This isn't a repeat; it's the refresh you needed."

Thomas Allgeyer

"Bev Burgess has always been ABM's trailblazer. Now she's back to show us how ABM has evolved in the past decade to encompass radical changes in buyer behaviour, technology and much else besides. ABM is the driving force for revenue strategies in most of the world's best B2B companies. If you want to understand how to maximize the impact of ABM for your marketing (and sales!), this book is essential reading."

Joel Harrison