Winning with Customers

A Playbook for B2B

Author: D. Keith Pigues

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 496

View: 509

Do Your Customers Make More Money Doing Business With You? Knowing the answer can help you build measurable and valuable customer relationships, outperform the competition, and unlock profitable growth. Companies are blind to opportunities for profitable customer relationships without a deep understanding of how they create customer value relative to competitors. With a rigorous and measurable understanding of how customers make more money today and in the future with you, combined with supporting plans and tools to align the entire organization for success, a company can win and win big. Winning with Customers offers a step-by-step playbook to help companies develop this capability for themselves, act on it, build a culture around it and sustain it over time. The playbook includes case studies, interviews, and tools from leading B2B companies who have demonstrated success. Written by recognized business thought leaders and practitioners, this book will guide you to profitable growth. The book also serves as a launch point into a community of like-minded executives that includes a companion website which offers exercises, access to thought leaders, and other tools help you win with customers.

Eat Their Lunch

Winning Customers Away from Your Competition

Author: Anthony Iannarino

Publisher: Penguin

ISBN:

Category: Business & Economics

Page: 240

View: 732

The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent? It's not easy for any salesperson to execute a competitive displacement--or, in other words, "eat their lunch." You might think this requires a bloodthirsty "whatever it takes" attitude, but that's the opposite of what works. If you act like a Mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this book shows you how to find and maintain a long-term competitive advantage by taking steps like: * ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution. * understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns. * developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence. Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.

The B2B Executive Playbook

The Ultimate Weapon for Achieving Sustainable, Predictable and Profitable Growth

Author: Sean Geehan

Publisher: Clerisy Press

ISBN:

Category: Business & Economics

Page: 192

View: 169

The first book completely focused on successfully running B2B, which is very different from B2C. The fate of a B2B lies in the hands of a few individuals so what ultimately determines if a company thrives, or even survives, is how these key relationships are targeted, structured and managed. Over 30 percent of all B2B product development, marketing, and other discretionary dollars are wasted. When the realities of B2B marketplace are not integrated into a company's SOP, it is more likely that the company is wasting money as well as the employees' time and efforts. If the budget and plans aren't structured for B2B specifically, they won't move the meter. But there is good news -- there is a corresponding equal amount of potential revenue, growth and prosperity. The leading B2B companies dramatically build their top and bottom lines when leaders realize that success, undeniably and unquestionably, resides with how they engage with the their customers and how that will drive their internal alignment and operations. What is it that they are doing differently than their competition and others in their industry that drive revenue growth, deliver predictable earnings, retain and grow customers and develop new offerings that customers will not only buy, but for which they will pay premiums.

The Price Negotiation Playbook

A Practical B2B Guide for Winning Your Best Price with Confidence

Author: Joanne M Smith

Publisher:

ISBN:

Category:

Page: 242

View: 490

The best companies know the ability to negotiate-to close the deal at the right price - is the top skill for success in today's competitive environment. They invest in sales negotiation skills yet neglect price negotiation skills. B2B pricing has never been as challenging as it is now. and pricing has a far bigger impact on profits than volume.

The Organic Growth Playbook

Activate High-Yield Behaviors To Achieve Extraordinary Results - Every Time

Author: Bernard Jaworski

Publisher: Emerald Group Publishing

ISBN:

Category: Business & Economics

Page: 304

View: 909

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth.

Unleash Possible

A Marketing Playbook That Drives B2B Sales

Author: Samantha Stone

Publisher:

ISBN:

Category: Business & Economics

Page: 244

View: 694

Unleash Possible is a how-to guide for high-growth marketing in complex selling environments. Author Samantha Stone, the revenue catalyst, shows you how to initiate growth, and how to partner with sales to get the right results.

The Hidden Wealth of Customers

Realizing the Untapped Value of Your Most Important Asset

Author: Bill Lee

Publisher: Harvard Business Press

ISBN:

Category: Business & Economics

Page: 256

View: 622

Introducing “return on relationship” with your most valued customers The traditional model of growing your business—by relying on employees in sales, marketing, and product development—is dying. Today’s most successful companies are taking a different approach: getting customers to market, sell, and create products for them. In assessing client value, most companies look at the money paid for their goods and services. But in this book, Customer Strategy Group CEO Bill Lee offers a compelling new vision for growth by maximizing your “return on relationship” with select customers—those that offer rich sources of hidden wealth. A different type of ROI, this strategy of making the most of your firm’s existing relationships is a modern approach to customer relations—one that yields a distinct business advantage. Illustrated by numerous case studies—Salesforce.com, SAS Institute, 3M, Microsoft, and others—The Hidden Wealth of Customers shows the value some customers can have by helping to market your offerings, penetrate foreign markets, leverage the demand-generating power of social media, build customer communities, improve innovation, and more. Lee explains how to effectively engage this crucial audience, which has the power to keep your strategy focused on important customer issues and increase profitability. When done right, your best customers will prospect for you while also speeding product adoption and improving customer satisfaction and long-term loyalty. Consider this book a blueprint for finally making the most out of your most valuable customer relationships.

The CEO's Digital Marketing Playbook

The Definitive Crash Course and Battle Plan for B2B and High Value B2C Customer Generation

Author: Thomas J. Donohoe

Publisher: Koehler Books

ISBN:

Category: Business & Economics

Page: 250

View: 806

The CEO's Digital Marketing Playbook is the definitive playbook and crash course for both the baseline and advanced digital and direct marketing that every company on Earth needs to deploy in the 21st Century. Unlike the hundreds of books about social media or online advertising concepts, this step by step guide lays out every strategy and tactic that is essential to achieving the single greatest achievement in marketing: driving new customers and doing so profitably. Every CEO, from startup to Fortune 100, needs to understand every concept in this book or risk bleeding money and opportunity, which 99% are doing whether they know it or not. Every marketing professional and small business owner needs to embrace the tactics laid out or risk being bad at their job of profitable customer generation and best practice marketing. In just over 200 pages, every business professional can become a smart, customer generation focused digital marketer by following this playbook.

Pricing in a Crisis Playbook

A Practical B2B Guide for Pricing with Confidence in a Crisis Or Recession

Author: Joanne Smith

Publisher:

ISBN:

Category:

Page: 76

View: 213

In this practical guide, pricing expert Joanne Smith shows how to manage your pricing strategy and execute it throughout a crisis. Joanne shares her firsthand success drawing from the pricing strategies she used to lead DuPont and other B2B companies through tough markets. She includes a comprehensive Pricing Crisis Preparedness Plan guide.

Category Creation

How to Build a Brand that Customers, Employees, and Investors Will Love

Author: Anthony Kennada

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 240

View: 943

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing. Or does it? Category Creation is the first and only book on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing, and more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There’s no better strategy that results in faster growth and higher valuations for the company on top. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the 7 key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. · Identify the “go” and “no go” signals for category creation in your business · Activate customers and influencers as brand ambassadors · Grow a community by investing in live events and experiences · Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern economy.

The SaaS Email Marketing Playbook

Convert Leads, Increase Customer Retention, and Close More Recurring Revenue With Email

Author: Étienne Garbugli

Publisher: Étienne Garbugli

ISBN:

Category: Business & Economics

Page: 262

View: 235

“A great no-BS resource where you are guaranteed to pick up useful tips and approaches, whether you’re an email pro or just starting out.” – Andrus Purde, Founder & CEO, Outfunnel - - No matter how great your product is, it’s very likely that 40–60% of free trials never see your product a second time. This means that you stand to lose up to 60% of your hard-earned signups. Do you just let them go? Email marketing is one of the highest leverage activities in a SaaS business. It can help: • increase onboarding and trial conversions; • reduce churn; and • grow monthly recurring revenue (MRR). By introducing a single campaign today, you could significantly increase your conversions, and get the benefits of that increase predictably and repeatedly, week after week. That’s the beauty of automation. It’s also how we created an upsell program at LANDR that was generating up to 42% of weekly subscription conversions. When I joined LANDR, we were only sending 3 automated emails (and only 1 of those was performing). By focusing on sending the right email to the right user at the right time, performance jumped up, with increases in: • product onboarding completion; • engagement; • sales; and • upgrades to annual subscriptions. We made a lot of mistakes along the way (including sending 85,000 emails to the wrong users). It took a lot of trial and error, long hours, and exhaustive internet searches, but the results were obvious. Email was more effective at generating revenue than: • Investing in more ads; • Building new features hoping they’ll drive engagement; • Redesigning at the cost of trial and error. You can learn SaaS email marketing the way we did (through hard work), or jump to the front of the line. The SaaS Email Marketing Playbook includes everything I would have loved to know about email before I got started at LANDR: • how and when to create new emails or In-App messages to influence your users’ behaviors and purchase decisions; • how to double, triple, or quadruple the performance of every single email you send; • how to stand out in an increasingly more crowded inbox; and • how to create processes and structure to systematically grow the performance of an email marketing program. The book also includes seven deep dives to help you implement your onboarding, upsell, retention, referral, and behavioral sequences, among others. You don’t need to be a master copywriter (or have one on your team) to send effective emails. You just need the right processes and knowledge to start growing your business with email. The SaaS Email Marketing Playbook contains everything you need to plan, build, and optimize your email marketing program. - - The SaaS Email Marketing Playbook was written for businesses with clear signs of Product-Market Fit, that are: • selling to consumers or businesses; • charging monthly or yearly subscription fees; • generating more than $2k MRR; and • adding at least 200 email signups per week.

The Retargeting Playbook

How to Turn Web-Window Shoppers into Customers

Author: Adam Berke

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 192

View: 363

How to reach the 98 percent of people who leave your website without converting sales The Retargeting Playbook is a complete guide for digital marketers about how to reach the 95 to 98 percent of people who leave a brand's website without converting. Retargeting gives advertisers the ability to stay in front of those people to bring them back and close the deal. For that reason, retargeting has emerged as a must have marketing channel, yet there is a lack of content that explains how the technology actually works and best practices for using it. Even marketing managers at large, sophisticated brands and agencies don’t have a strong grasp of this evolving channel, and there are few good neutral sources on the topic. Meanwhile, retargeting is the cornerstone of any holistic digital advertising strategy since it improves the results of every other channel if implemented correctly. Unfortunately, most marketers are only utilizing the most rudimentary retargeting tactics and barely scratch the surface of its potential. Explains how to stay in front of potential customers and convince them to come back and close the deal This book will be required reading for media buyers at digital agencies, in-house marketing managers at companies in any vertical, performance marketers, and ecommerce managers.

The Challenger Sale

Taking Control of the Customer Conversation

Author: Matthew Dixon

Publisher: Penguin

ISBN:

Category: Business & Economics

Page: 240

View: 169

What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them. The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades. Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance. Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, they are assertive, pushing back when necessary and taking control of the sale. The things that make Challengers unique are replicable and teachable to the average sales rep. Once you understand how to identify the Challengers in your organization, you can model their approach and embed it throughout your sales force. The authors explain how almost any average-performing rep, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth.

The Pmo Playbook

Acquisitions: a Practical Framework to Mergers & Acquisitions Strategies and Outcomes

Author: Leslie O. Magsalay

Publisher: The PMO Practice

ISBN:

Category: Business & Economics

Page: 100

View: 133

Containing practical guidance for program managers involved in high tech mergers and acquisitions who need a framework. This book describes the top 10 industries for growth, the decision making process, criteria and the playbook to integrate products, people and process. It provides checklists and dashboards to the deal flow for the high tech industry, merger and acquisition scenarios, dashboards to best in class organizational effectiveness to assess the areas of improvement as well as action summaries to remind you of what you need to do to prepare for the next merger and acquisition in the future. It also combines information for program managers, project managers, individual contributors and executives into a single package they can apply directly.

B2B.COM

Cashing-in on the Business-to-business E-commerce Bonanza

Author: Brian O'Connell

Publisher:

ISBN:

Category: Business & Economics

Page: 277

View: 202

Readers will learn how to ride the business-to-business wave on the Internet in this unique cyber-primer, with advice on how to set up a decent site, market a successful e-business, and predict future trends in this hot market.

How to Make Money Online: The Ultimate Money Making PlayBook for Success

Author: Adella Pasos

Publisher: Adella Pasos

ISBN:

Category: Business & Economics

Page: 39

View: 544

Are you interested in making money online? If, YES, The ultimate money making playbook for success is your new best friend in business. This comprehensive strategy guide will reveal to you the most popular methods of making money online today. Whether you are a solo entrepreneur, a small startup or a large enterprise corporation, you will benefit from the strategies in this book. Learn simple, yet effective cash producing monetization strategies that are used by companies across the globe. Finally, the book contains advice that you can believe in. All strategies are being actively used and are easy to set up. So, if you're seeking to generate passive income online or build a million dollar business with more than one revenue source, this is the book you need today. What's inside this book? - How to Sell Other People's Products & Services Affiliate Marketing Strategies Ways to Earn Affiliate Income Online Promotional Methods for Affiliates How an Organization Will Get Paid 16 Affiliate Networks to Work With - Earning Royalties from Branded Merchandise Reasons Why an Organization or Entrepreneur Should Brand Top 12 Companies Who Provide Branded Products Generate Revenue Through Digital Product Sales Ways to Set up, Promote and Generate Passive Income - List of Ideas of Digital Products to Sell Recurring Revenue Strategies Why Sponsors & Brands Will Give You Money How To Sell Ad space on Your Media Assets 16 Companies Who Pay for Ad Exposure 8 Companies That Help With Sponsorships - Service Selling Strategy 70 Services You Can Start Selling Today How to Resell Other People's Services Online E-Commerce Sales Strategy Selling Products Online 3 Options for Producing, and Fulfilling Products 10 Steps to Get Started Steps to Starting an Online Marketplace - Ways to Sell Memberships & Subscriptions List of Popular Packages Links to Money Making Resources Frequently Asked Questions

Digital @ Scale

The Playbook You Need to Transform Your Company

Author: Anand Swaminathan

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 288

View: 802

A blueprint for reinventing the core of your business Value in the next phase of the digital era will go to those companies that don't just try digital but also scale it. [email protected] examines what it takes for companies to break through the gravitational pull of their legacy organizations and capture the full value of digital. Digging into more than fifty detailed case studies and years of McKinsey experience and data, the authors, along with a group of expert contributors, show how companies can move beyond incremental change to transform the business where the greatest value is generated—at its core. The authors provide practical insights into the three pillars of digital transformations that successfully scale: reinventing the business model, building out a business architecture from the customer back into the organization, and establishing an 'amoeba' IT and organizational foundation that learns and evolves. This is the ideal guide for all leaders who recognize the power and promise of a digital transformation.

The Sales Playbook

The Most Common 100 Scenarios Every Sales Person Faces and What to Do

Author: Bill Caskey

Publisher:

ISBN:

Category:

Page:

View: 151

The Sales Playbook Is Your Step by Step Guide To The Most Common Frustrations of Sales ProfessionalsThe Sales Playbook is a tactical guide for you to use in navigating the turbulent waters of professional selling. This has the 100 most common sales scenarios you will face in B2B selling. There is also an Ebook version of this product.You'll have the answers to 100 of the biggest sales problems in B2B selling. Sales training leaders Bill Caskey and Bryan Neale walk you through the scenarios that do the most damage to your sales process and your income. Sales strategy is more than just having a process and following it. Professional sales training also should help you deal with the myriad of roadblocks that face you: * How to handle it when the prospect brings up price too early? * What do you do when there is a new decision maker in the process that you'd never met? * What do you say when the prospect says he "can't afford" your product? * How to handle it if the prospect tells you it will all get down to "price." * What to do when you're just not motivated anymore. Handle these situations correctly, and your sales results will flow. Mishandle them and you'll be digging yourself out of a hole for the rest of the sales process. "Every week I come back and write down the issues that sales professionals tell me causes them the biggest headaches. Our trainers do the same thing. And after a year I had compiled a list of the most frustrating blocks to sales success. This is a master list of challenges--and the corresponding sales strategy to avoid them in the first place--or to solve them once they hit you." --Bill Caskey The Playbook is a great sales management program to train your people. Take a few of the scenarios each meeting and create your own words to extract yourself from the jam.

The Customer Experience Edge: Technology and Techniques for Delivering an Enduring, Profitable and Positive Experience to Your Customers

Author: Reza Soudagar

Publisher: McGraw Hill Professional

ISBN:

Category: Business & Economics

Page: 320

View: 270

“This excellent book makes it quite clear that your business has to focus on customer experience for 21st-century business success. It’s more than refreshing to read the multiple case studies and well thought out approach and to hear the experienced voices of these authors. You’ve spent way too much time reading this endorsement. Read the book instead. It’s so worth it.” —Paul Greenberg, author of CRM at the Speed of Light “To differentiate yourself and delight your customers, you must manage your customers’ experience with your goods or services, and your company. This invaluable book will show you why you must do this, and how to do it well.” —Henry Chesbrough, author of Open Innovation and Professor at the Haas School of Business, University of California Berkeley “Technology advances are raising the human expectation of what an experience with a company can and should be. Finally, a book has been written that combines behavioral psychological, micro-economic, and technological considerations defining the customer experience edge.” —Paul D’Alessandro, Partner, PricewaterhouseCoopers “As we move from Customer Experience 1.0 to Customer Experience 2.0, organizations and practitioners need a solid blueprint for success. Reza, Vinay, and Volker have created a clear and concise guide based on global best practices and proven principles. If you are ready to transform your organization, start by reading this book.” —Lior Arussy, President, Strativity Group, and author of Customer Experience Strategy “The Customer Experience Edge is an excellent book to gain insights on how to leverage customer experience as a competitive advantage. The case studies serve as recipes that can be added to, modified, or simply baked into business plans to improve or deliver an exceptional customer experience.” —Deb Dexter, Customer Service Director, Cardinal Health About the Book: Globalization and advanced technologies have given ever greater power to the person who decides if your business will succeed or fail—the customer. Whether your company serves consumers or other businesses, you can no longer compete on price and quality alone. To gain profits and market share, you have to deliver an experience that makes customers want to come back—and that sets you apart from the competition. You need to seize The Customer Experience Edge. Drawing on over sixty years of experience in shaping customer centric strategies and technologies for leading companies, three innovators bring you practical and proven ways to create your customer experience programs and overall business strategies. The key is to strike a balance between programs that are effective but prohibitively expensive and programs that fail to dedicate enough resources to be effective. In the middle ground lie the tools that everyone overlooks—foundational and disruptive technologies. These are the authors’ main fields of expertise, and these are what make the customer experience profitable. The Customer Experience Edge explains how to combine strategy, leadership, organizational change, and technology to: Develop products and services that are highly valued by customers Form bonds that keep clients from turning to competitors Transform customers into your best advocates It’s a new world of business, and customers are keenly aware that their loyalty is valuable currency. The Customer Experience Edge gives you a cost-effective, sustainable way to provide an unforgettable experience that builds loyalty and turns it into real, measurable profits.

Account-Based Marketing For Dummies

Author: Sangram Vajre

Publisher: John Wiley & Sons

ISBN:

Category: Business & Economics

Page: 384

View: 609

Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! "Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it. Any business marketing professional will benefit from a look at this book."- David Raab, Founder at Raab Associates "If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too." - Megan Heuer, Vice President and Group Director, SiriusDecisions "Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how." - Joe Chernov, VP of Marketing at InsightSquared "Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how." - Scott Brinker, Author of Hacking Marketing "Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results." - Sean Zinsmeister, Senior Director of Product Marketing, Infer "The book may be titled '…for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike." Scott Vaughan, CMO, Integrate