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Account-Based Marketing For Dummies (For Dummies (Business & Personal Finance)), by Sangram Vajre
Download Ebook Account-Based Marketing For Dummies (For Dummies (Business & Personal Finance)), by Sangram Vajre
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From the Back Cover
Identify best-fit accounts and personas Engage decision makers and influencers on their terms Accelerate your marketing and sales pipeline Changing the B2B marketing game Buyers have changed the B2B marketing game—and meeting their ever-changing demands can feel like an uphill battle. Packed with expert tips, this down-to-earth guide shows you how to keep afloat in today's highly digitized world, as account-based marketing is laser-focused B2B marketing. Using ABM, your "smarketing" team can accelerate pipeline velocity to generate more revenue from your best-fit prospects and customers. Inside… Identify best-fit accounts Expand your reach Align marketing & sales Develop killer content Engage customers Execute an ABM playbook Measure your success Grow new revenue Turn customers into advocates
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About the Author
Sangram Vajre has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Salesforce Pardot. He has spoken on the topic of marketing technology around the world and is the mastermind behind #FlipMyFunnel.
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Product details
Series: For Dummies (Business & Personal Finance)
Paperback: 384 pages
Publisher: For Dummies; 1 edition (April 25, 2016)
Language: English
ISBN-10: 9781119224853
ISBN-13: 978-1119224853
ASIN: 1119224853
Product Dimensions:
7.3 x 0.9 x 9.2 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review:
3.9 out of 5 stars
15 customer reviews
Amazon Best Sellers Rank:
#542,953 in Books (See Top 100 in Books)
Considering this is one of the first books ever on the subject of account-based marketing, the author does a good job presenting an overview of what's changing in the B2B marketing landscape. ABM is such a new subcategory of marketing technology, this book helps to answer basic questions as to what ABM actually is, how B2B marketing and sales teams can apply ABM strategies, and measure the results.
This book is very poorly written and poorly edited. Large sections are repetitive. In some places it contradicts itself - giving a term one definition and then defining it differently in another section. There's a lot of superfluous information. Worst of all, this guy clearly has a poor view of his fellow chief marketing officers. When he describes "B2B marketers" his descriptions and definitions use very negative language and cite the state of B2B marketing from 5-10 years ago. No one I know in B2B marketing acts or thinks the way he describes. I am a proponent of account-based marketing, but I am so offended by Sangram Vajres' view of marketers, that I can promise you I would NEVER buy from his company Terminus as long as he is employed there. Well, maybe if Sangram himself issued an apology and completely re-wrote this book, I might consider it. Sangram, his attitude, and his over-zelaous bashing of marketers in order to sell account-based marketing (and more specifically his own software) is why many CMOs can't get respect. Sad to see this coming from one of our own.
Pretty much useless book even if positioned as the one "for dummies".
Account Based Marketing is something I know very little about. But when the author began to talk about the lack of communication between the Sales people and the Marketing people I knew exactly what he meant. In the companies I've worked for there is frequently a ridiculous lack of coordination and communication between these departments. Groups that really have a lot in common.So what you get in this book is a way to connect these functions/people to make your business stronger. To that end the book talks about the different aspects of the problem that you might face. Everything from personas to Marketing Technology (the software you might need) and how to tie things back to the account. And more, of course.SUMMARYVajre's book is more comprehensive than I was expecting. The info on how to turn Clients into Advocates was not unexpected; but the information on software and how to develop company profiles was very good and in sufficient depth for me and an intro book. Lots of good info here. You don't have to read the entire book to get a headstart to mixing things up.
First off, this is a good book. No person involved in sales or marketing will walk away empty-handed. It’s a solid primer But in the very first paragraph of the Foreword, it is stated that Account Based Marketing (“ABMâ€) is not “really a “new†idea at allâ€. ABM isn’t a new idea. It’s just classic marketing and sales spiffed up with some new words, abeted by new technologies and new positioning within the workplace and marketplace. The author is a co-founder of an account-based marketing platform and this is really a marketing piece for his company. But Mr. Vajre is an excellent and thorough writer. His exposition is laden with helpful gems on the sales and marketing process. I was particularly impressed by the chapters on using technology as selling aids. Good stuff. A worthwhile read for business folks, especially in marketing and sales.Jerry
Being able to have fun reading and learn something at the same time is what the original "Dummies" books are all about and this particular book sticks pretty close to that ideal.Whether you have been involved in marketing your entire life or are just starting out in sales, this book provides a lot of common sense principles that almost anyone can use. I wouldn't say that there is anything revolutionary about what is now called Account-Based Marketing, but the book presents several helpful examples that you can probably relate to in our current day and age.Unlike most marketing books I have read lately, this one goes into extensive details at a pace that anyone can keep up with. It's 300+ pages of great advice and I would highly recommend it.
As a college business instructor, I wouldn't like to use this book title as a resource in the classroom, but the book contents are every bit the excellent info I want to share. So, winner! The book covers segmenting and prioritizing customers, and speaks to the relationships between sales and marketing. It's, worst-case, a lecture in a book and, better case, a good resource for someone who isn't really in marketing but wants to reference key tenants from time to time. Heck, for those individuals, the "for dummies" might even be badge of honor on the book shelf.
I am always surprised how this series of books does the job. Well written clear and concise , it is useful to the all levels of ABM knowledge as a first read.  IT may downplay how much work this method really is and the importance of the very early work to success later on. What the author decries today is very true and without a material change of approach by sales and marketing the waste of dollars and effort with continue. ABM is not new, (I used to call it Key Account Management) but it can be very effective with the tools and approaches we know about.
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