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• Cover
• Foreword
• Introduction
• About This Book
• Foolish Assumptions
• Icons Used in This Book
• Beyond the Book
• Where to Go from Here
• Part 1: Getting Started with Account-Based Marketing
• Chapter 1: Introducing the Basics of Account-Based Marketing
• Defining Account-Based Marketing
• Flipping the Funnel
• Chapter 2: Making the Case for Account-Based Marketing
• Understanding Why B2B Companies Need Account-Based Marketing
• Starting the Conversation about ABM
• Driving More Revenue from Account-Based Marketing
• Chapter 3: Aligning Sales and Marketing
• Setting the Right Marketing Goals
• Driving Revenue through Teamwork
• Renewing the Vows between Marketing and Sales
• Chapter 4: Selecting Tools
• Understanding Marketing Technology
• Setting Up Your Platforms
• Types of Marketing Activities
• Part 2: Identifying Accounts for Marketing
• Chapter 5: Targeting Your Best-Fit Accounts
• Focusing on the Right Market
• Creating an Ideal Customer Profile
• Making a Value Proposition
• Building Your List of Target Accounts
• Chapter 6: Fueling the Account-Based Marketing Engine
• Managing Your Existing CRM Data
• Obtaining New Data on Target Accounts
• Creating New Accounts
• Protecting Data Quality
• Chapter 7: Qualifying Your Target Accounts
• Gauging Interest
• Converting Accounts to Opportunities
• Qualifying a Revenue Opportunity
• Part 3: Expanding Contacts Into Accounts
• Chapter 8: Reaching the Right People in Target Accounts
• Preparing Your Account-Specific Plan
• Using Tools for Expansion
• Adding Contacts to an Account
• Chapter 9: Using Marketing Automation for Your Account Strategy
• Strategizing Your Expansion Tactics
• Learning the Fundamentals of Scoring and Grading
• Flowing Data Back into Your CRM
• Chapter 10: Distilling the Key Roles of “Smarketing ”
• Making Sales Your Marketing Team’s Number 1 Customer
• Benefitting from “Smarketing” Alignment
• Banking on Your Strengths
• Part 4: Engaging Accounts on Their Terms
• Chapter 11: Generating Velocity for Sales
• Accelerating Your Pipeline from Click to Close
• Advancing Opportunities to Closed-Won Deals
• Growing Revenue Using ABM
• Chapter 12: Personalizing the Buyer’s Channel
• Mobilizing Your Message
• Advertising on the Right Platforms
• Engaging on Social Media
• Chapter 13: Developing Content for Campaigns
• Creating a Content Library
• Humanizing Content
• Reaching Through Technology
• Chapter 14: Executing ABM: A Playbook
• Centering a Strategy
• Coordinating Your Efforts
• Ranking Your “smarketing” Success
• Part 5: Turning Customers Into Advocates
• Chapter 15: Elevating the Buyer to Customer Journey
• Prospecting to Contacts
• Establishing a Customer Journey
• Selling to Existing Customers
• Chapter 16: Valuing Customer Advocacy
• The Rising Influence of the Customer Voice
• Making Your Customers Your Marketers
• Engineering Product Development
• Chapter 17: Aligning Marketing, Sales, and Customer Success
• Nurturing Never Stops
• Collaborating with Customer Success
• Planning Your User Conference
• Part 6: Putting It All Together
• Chapter 18: Measuring the Success of Campaigns
• Setting Key Performance Indicators
• Testing Your Campaigns
• Knowing You Aren’t Wasting Money
• Chapter 19: Tracking Metrics for Every Account
• Ongoing Account Maintenance
• Gauging Potential Opportunities
• Providing Value Add
• Part 7: The Part of Tens
• Chapter 20: Ten Reasons B2B Companies Need Account-Based Marketing
• Doing the Math
• Needing a Strategy
• Focusing on Sales Productivity
• Utilizing Your Technology Stack
• Prioritizing Tech Investments
• Building New Skills
• Leveraging Customer Experience
• Treating Clients Differently
• Developing ABM Relationships
• Measuring More Than Leads
• Chapter 21: Ten Obstacles Facing Account-Based Marketing
• Measuring Leads as Success
• Blasting Emails Too Quickly
• Expecting to Engage Every Time
• Relying on Marketing to Do It All
• Sending All Leads to Sales
• Asking for More Leads
• Not Paying Attention to Customer Retention
• Forgetting About Your Customer Advocates
• Selling Instead of Serving
• Changing the C-Suite’s Assumptions
• Chapter 22: Ten Account-Based Marketing Blogs to Read
• MarketingProfs
• ClickZ
• Funnelholic
• Business2Community
• CustomerThink
• MediaPost
• Heinz Marketing
• Chief MarTec
• MarketingLand
• MarTech Advisor
• Chapter 23: Ten ABM Thought Leaders to Follow
• Jill Rowley
• David Raab
• Craig Rosenberg
• Jon Miller
• Chris Engman
• Ann Handley
• Matt Heinz
• Megan Heuer
• Scott Brinker
• Jim Williams
• About the Author
• Advertisement Page
• Connect with Dummies
• End User License Agreement