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by Alisha Lyndon (Author), Don Peppers (Foreword by)
Conventional sales and marketing strategies typically involve pitching to broad markets with the objective of establishing brand recognition and stimulating demand, ultimately leading to revenue generation. However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.
Account-Based Marketing (ABM), pioneered by Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients. Packed with real-life stories and insights, this book reveals how-to approaches for:
- Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution.
- Removing friction from the buying processes through the alignment of selling and marketing efforts.
- Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships.
The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.
"Customer trust is hard won, and easily lost. Having worked firsthand with Lyndon, she knows what it takes to build trust, reputation and relationships with key accounts. This approach works. This book provides valuable insight for anyone in sales or marketing leadership looking to outperform their competition."
Nina Gmachl-Eshuis, Vice President, Salesforce
