Author: Douglas Burdett / Source: Marketing Insider Group For the 117th episode of The Marketing Book Podcast, I interviewed Dave Munn, c
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,…
COMMENTS