Weekend Reading: “A Practitioner’s Guide to Account-Based Marketing” by Dave Munn and Bev Burgess

For the 117th episode of The Marketing Book Podcast, I interviewed Dave Munn, co-author of A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts.

Dave Munn is also President and CEO of ITSMA, a research-based community for B2B marketing leaders that pioneered the account-based marketing approach in the early 2000s.

Account-based marketing is becoming increasingly well known. It involves taking a strategic approach to B2B marketing, whereby important individual accounts are treated as markets in their own right.

The book explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM program to accelerate growth. It includes case studies from several companies including BT, Fujitsu, IBM, Juniper Networks, Microsoft, and SAP.

From the book’s foreword by Dr. Charles Doyle, Group Chief Marketing and Communications Officer, JLL:

It is a good time to begin to master this fascinating account-based marketing discipline within professional marketing. It is no longer a discipline that can be left to the tactical sales person with their short term targets. Marketing professionals can use the techniques of account-based marketing, both to bridge the great divide between marketing and sales, and also to maximize their career potential – and bring a longer-term strategic approach to client development.

The exploratory and pioneering work on ABM has now been done. So I would advise that all marketers take advantage and occupy the high ground of client development and relationship building. It represents more than just a tool kit for short-term sales targets. It is more than just winning a greater percentage of clients’ spend relative to competitors. It is about arranging your products and services into something valuable that is of long term relevance and which is measurable in terms that the client understands. It is your world organized to your clients perspective rather than your own. This is what builds trust and long-term relationships.

A bit more about the book…

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.

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