“Rock Solid ABM Bible,” - Charles Cantu, founder of Rest Digital.
“TCG Will be the Next Acronym on Every Marketers Lips,” - Bob Abrahamson, chief marketing officer, pCare
“This book is very well written and full of actionable insight. I especially appreciate the many free tools offered for download as part of the book purchase,” - Kelly McDermott, chief marketing officer, of Caregility.
“A fresh take on ABM. It’s the sort of book you can come back to frequently for how-to’s and ideas,” said Drew Neisser, Founder of CMO Huddles and award-winning author.
If you have read or considered great books like ABM is B2B by Sangram Vajre or A Practitioner’s Guide to Account-based Marketing by Bev Burgess, you will enjoy this fresh and up-to-date take on ABM.
Adam and Ben speak with hundreds of sales and marketing leaders every year. Several recurring issues come up: How to get started with ABM, how to win and grow a more profitable customer base and how to turn marketing into a competitive advantage.
This book will answer these questions about ABM and propose a new, more holistic model for making your sales and marketing more effective.
ABM is part of the answer and is emerging as the way to acquire new and more profitable customers. In addition, a relatively new concept has emerged called “account-based experience” (ABX) that addresses how to cross-sell, upsell, and convert customers into evangelists.
This book proposes a new more efficient model that combines ABM, ABX, and other account-based strategies. We call it…
Total Customer GrowthTotal Customer Growth is a system involving sales, marketing, and customer success to find, engage, convert, and grow profitable customers for life. It is a holistic approach to building a sustainable, long-term business model.
We wrote this book as a comprehensive practical guide to ABM, ABX, and Total Customer Growth. The book includes how-to guides, strategic rationales, examples, and references to online resources to help in your journey.
The book is divided into four parts:
Part 1 - Strategic Foundations of Total Customer Growth
Chapter 1 Why ABM Is Transforming B2B Sales and Marketing
Chapter 2 The Total Customer Growth Framework
Chapter 3 Starting with Intent
Chapter 4 Targeting
Chapter 5 The Buyer Journey
Chapter 6 ABM Campaign Strategies and Personalization
Chapter 7 Engagement and Content Planning
Part 2 - Putting ABM into Action
Chapter 8 The ABM Technology Platform
Chapter 9 SDRs: ABM’s Secret Weapon
Chapter 10 Measurement Matters
Part 3 - ABM to ABX
· Chapter 13 Turning Customers into Positive Influencers
Part 4 - Get Moving. Get Scaling.
Chapter 14 Think/Crawl/Walk/Run
Chapter 15 Scaling and Evolving
Chapter 16 Being Agile
Chapter 17 The Total Customer Growth Organization
Adam Turinas and Ben Person are long-time technology marketing leaders and entrepreneurs. Adam spent two decades marketing for Dell, IBM, Bank of America and dozens of other major marketers. In 2012 he founded, grew and eventually sold a healthcare technology software business and then created health launchpad, a leading health tech marketing firm that is teaching clients how to use ABM.Ben Person spent over two decades at Collins Aerospace, Caterpillar, Dell, Nuvolo and most recently co-founded and is the CEO of Tenon, a marketing project management technology company, built on ServiceNow. Ben is a seasoned marketing and software executive with deep experience in ABM and expertise in the ServiceNow and MarTech ecosystem, Ben previously served as the CMO for Nuvolo and as a Global ServiceNow Leader for Dell.
