Bev Burgess is Senior Vice President at ITSMA, leading its Global Account-Based Marketing Practice and delivering consultancy and training on the design, development, and implementation of ABM programmes. She has personally helped companies around the world to accelerate account growth using ABM techniques. Dave Munn has been the President and CEO of ITSMA since 2001, having led ITSMA's global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. Prior to joining ITSMA in 1995, Dave held senior field positions with Oracle and Apple.
"The undoubted leaders in ABM are ITSMA, led by the authors of this
remarkable book. It is an evidence-based book, but is replete with
practical advice about how to initiate, manage and profit from ABM.
My hope is that everyone who really cares about customers will read
it and act on it."
*Professor Malcolm McDonald, Emeritus Professor, Cranfield
University School of Management*
"Burgess and Munn do a terrific job of demystifying account-based
marketing. They provide practitioners with highly relevant
examples, insightful nuggets, and pragmatic suggestions for
succeeding in a world where the ability to treat large customers as
individual markets really matters."
*Jonathan Copulsky, Principal & Global Insights Leader, Deloitte
Consulting*
"Finally, a thoughtful map to help all executives create an
impactful account-focused approach in the increasingly complex
world of marketing. Grounded in common sense and case-based advice;
a must read."
*Larry Weber, Chairman & CEO, Racepoint Global and author of 'The
Digital Marketer'*
"A must-read practical guide for anyone planning for ABM or indeed
already on the journey. Read this book to avoid making the mistakes
others have made and learn from the pioneers of ABM."
*Peter Lundie, Managing Partner, Agent3*
"The competitive landscape for business marketers has become so
crowded that ABM is now a must for companies seeking to truly
differentiate themselves with their most important customers and
prospects. Given their deep knowledge, practical experience, and
pioneering roles within ABM, Dave and Bev are the perfect guides
for this essential marketing strategy."
*John Hall, Co-founder, Influence & Co. and author of 'Top of
Mind'*
"If there's one person who can take credit for the current upsurge
in interest in ABM, it has to be Bev Burgess. Her work to
formalise, evangelise and galvanise the disparate people talking
about and working at ABM has been inspirational and
transformational - without her ABM wouldn't be the hot topic that
it is today."
*Joel Harrison, Editor-in-chief, B2B Marketing*
"Marketing is only as valuable as its proximity to a customer, and
Burgess and Munn have provided the definitive guide to Account
Based Marketing. Very simply, their process works wonders in
driving growth. This book should be required reading for all
marketing leaders."
*Malcolm Frank, Executive Vice President, Strategy & Marketing,
Cognizant and author of ‘Code Halos: How the Digital Lives of
People, Things, and Organizations are Changing the Rules of
Business’*
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