As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns. Account-based marketing, also known as client-centric marketing, treats important individual accounts as
markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring
insights from practising professionals and case studies from organizations including Microsoft, Accenture, O2 and Fujitsu, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career. This updated second edition contains further discussion
on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B
marketing.
Anyone with access to a broadband connection can make money online. Unlike 'bricks and mortar' businesses, the online world has low entry costs; all you need to know is what to do. A Quick Start Guide to Online Selling has all the secrets of success. It explains what the best selling things online
are, how to find your niche and how to get going. This easy to follow guide also teaches you the practical aspects, such as, how to set up an online shop, how to organize PayPal, search engine optimization, pay-per-click advertising, distance selling and online trading, fulfilling customer orders
and planning for e-commerce.Also with essential legal requirements and case studies including how to sell on i-tunes and Amazon, as well as pitfalls to avoid, this Quick Start Guide is ideal for anyone who wants to make money online. From people with something to sell to entrepreneurs and small
business, this book provides the vital practical and sales related information you need to succeed.
Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers.Many B2B companies make half their profitable revenue from just three percent
of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them. Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of
each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers.Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys,
SAP, Salesforce, ServiceNow and Telstra.
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car
unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?Audio Branding delivers fascinating insights into this area of marketing, underpinned by
practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly
emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can
infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals. For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For
others, the challenges of navigating social channels for business can be daunting. Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement.B2B Social Selling Strategy
provides a clear framework for identifying the right social channels, connecting with potential and existing customers and measuring success against objectives and KPIs.Featuring original research, case studies and interviews with industry professionals, the book also shows how to generate content
to attract attention and gain trust, work with B2B influencers and create a social selling culture. Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates
to be used to create and execute your own social selling strategy. Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing and social media professionals.
Adopt a sales-orientated approach to your business and facilitate the same attitude throughout your company's culture, by ensuring the objective of generating business profit is embraced by the entire organization - not just the sales team - to achieve long term growth. Business Development Culture
defines how to facilitate a sales-oriented perspective throughout a company culture, enabling it to sell more on an ongoing and consistent basis. Highly practical in its approach, this book empowers readers to break away from the frustrations of missed opportunities and lost leads, and to escape the
repetitive 'feast and famine' sales patterns. Providing direct guidance on the implementation of an immersive business development culture, this book will ensure that the wider objective of generating business profit is embraced by the entire organization, not just the sales team.Easily tailored to
maximize current processes, this book features numerous tools and market-tested insights to support leaders in adapting their approach at both team and strategy levels. This invaluable guidance is supporting by impactful interviews from across the industry. Insightful, practical and directly
relevant, it is an essential read to achieve stable, consistent growth, and ultimately, long-term profits.
Richard Denny is famous for his powers of communication, whether he's training hundreds of salespeople, getting his message across in his best-selling books or delivering charismatic speeches.Communicate to Win is full of sound, practical advice on every aspect of business and personal
communication, such as how to: help people to like you, understand what motivates people, use the telephone effectively; excel at one-to-one conversation, develop your emotional intelligence, master a good writing style and give a great public presentation.Whatever your professional or personal
goals in life, Communicate to Win will help you to get your message across or make a first-rate presentation - and the better you can communicate, the more you will achieve.
Creating the Strategy is a practical guide that brings together the most important elements of business strategy, B2B marketing theory and sales management.Aimed at those wanting to structure their organizations around the winning and keeping of customers in B2B markets, the book introduces a number
of unique and powerful methodologies proven in workshops conducted with clients such as Mercedes-Benz and AXA Insurance. It is structured around the Sales & Business Performance Value Chain, a unique and integrated process that builds awareness and understanding of all factors impacting on sales and
business performance, providing an important diagnostic tool.Whether you are working for a large organisation or a small company, Creating the Strategy will help you recognise and implement the key elements responsible for creating outstanding sales and business performance in B2B markets.
Conversion rate optimization (CRO) is a complex field and one that is rapidly evolving. It's about understanding people and their behaviour, not simply website visits. E-commerce Website Optimization provides an all-encompassing guide, explaining the how and why, before focusing on techniques and
tools to increase the percentage of visitors who buy from the site, and subsequently the amount that these visitors spend when they buy. Grounded in best-practice theory and research, it brings together usability, analytics and persuasion to offer a detailed, step-by-step guide to improve conversion
rates, increase ROI from online marketing campaigns, generate higher levels of repeat business and increase the e-commerce value of websites. In the fast-moving world of e-commerce, this fully revised second edition includes updates on test metrics, prioritization and personalization, alongside
updated case studies and newly recommended tools. E-commerce Website Optimization is an invaluable book for those seeking to implement a data-driven ethos for their organization's e-commerce programme, for everyone from chief digital officers and heads of online sales, to entrepreneurs and small
business owners.
Sales enablement is a proven system for increasing revenue and productivity by creating integrated content, training and coaching for the sales function.Written from a marketer's perspective, Effective Sales Enablement goes beyond sales training and development. Pam Didner presents fresh thinking
and creative approaches to improve sales enablement strategies, processes and programmes. Using case studies and examples from well-known brands such as Cisco, Oracle and Google, she provides a blueprint for any organization wanting to create a sales enablement function which will, in turn,
accelerate revenue growth.Effective Sales Enablement shows you how to:- Understand trends that impact sales professionals and how to take advantage of them- Become a better marketer with creative ideas on how to support sales- Integrate sales elements into select marketing programmes - and vice
versa- Assemble a first-class sales enablement team- Leverage technology to better integrate sales and marketing