Account-Based Marketing: The Definitive Handbook for B2B Marketers Audio Walkthrough
Account-Based Marketing explains how B2B firms can treat priority accounts as markets in their own right, aligning marketing and sales around tailored engagement that builds relationships and supports account growth.
GET THE FULL AUDIO →Bev Burgess argues that complex B2B customers should not be approached through broad campaigns alone. ABM applies the marketing process to priority accounts, starting with business context and customer priorities, then deciding where to invest, shaping propositions and messaging, and coordinating activity with sales and other customer-facing teams. The book distinguishes five approaches—Strategic, Scenario, Segment, Programmatic ABM, and Pursuit Marketing—and explains how to match them to different accounts and objectives. It also addresses programme capability, technology, measurement, and AI. The listener should come away better able to decide which accounts deserve which level of attention and understand why ABM is more than targeted advertising or short-term lead generation.
Account-Based Marketing: The Definitive Handbook for B2B Marketers Audio Walkthrough
Account-Based Marketing explains how B2B firms can treat priority accounts as markets in their own right, aligning marketing and sales around tailored engagement that builds relationships and supports account growth.
Bev Burgess argues that complex B2B customers should not be approached through broad campaigns alone. ABM applies the marketing process to priority accounts, starting with business context and customer priorities, then deciding where to invest, shaping propositions and messaging, and coordinating activity with sales and other customer-facing teams. The book distinguishes five approaches—Strategic, Scenario, Segment, Programmatic ABM, and Pursuit Marketing—and explains how to match them to different accounts and objectives. It also addresses programme capability, technology, measurement, and AI. The listener should come away better able to decide which accounts deserve which level of attention and understand why ABM is more than targeted advertising or short-term lead generation.
What You Get With the Full Audio
A complete, chapter-by-chapter Audio Walkthrough built to help you understand the book in depth and get more from every idea.
Complete Chapter-by-Chapter Coverage
Follow the book from beginning to end, with every chapter explained in sequence so important ideas are not lost along the way.
The Reasoning Behind the Ideas
Understand the context, logic, examples, and explanations behind the author’s ideas instead of only hearing isolated conclusions.
Built Specifically for Listening
Long-form audio designed to be easy to follow while walking, driving, training, commuting, or handling routine work.
Understand Ideas Well Enough to Use Them
Spend enough time with the concepts to see how they connect, what they mean, and where they can become useful in practice.
Hours of Focused Learning
Get the depth needed to properly explore the book instead of compressing its strongest ideas into just a few minutes.