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About Total Customer Growth,
The Account-based Marketing Book
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
- How to turn marketing into a competitive advantage
Total Customer Growth is an account based marketing book that will answer these questions about 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 account based marketing book proposes a new more efficient model that combines ABM, ABX, and other account-based strategies. We call it…
Total Customer Growth
We wrote this book as a comprehensive practical guide to ABM, ABX, and Total Customer Growth. Unlike many other account-based marketing books, this includes how-to guides, strategic rationales, examples, and references to online resources to help in your journey.
The Authors
Adam Turinas
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 healthlaunchpad, a leading healthtech marketing firm that is teaching clients how to use ABM.
Ben Person
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.
A fresh take on ABM.
ABM has been around for a while but adoption has been spotty. Some companies have mastered it, but most are either getting started or figuring out how to make it work for them. Total Customer Growth is an excellent practical guide that covers how to get moving with ABM to scaling it across the organization. It’s the sort of book you can come back to frequently for how to’s and ideas.
Drew Neisser, Founder of CMO Huddles and award-winning author
Excellent Resource
I have been in the middle of Account Based Marketing for several years, and I still found many excellent suggestions and ideas that I could apply to my current efforts. 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, CMO, Caregility
TCG Will be the Next Acronym on Every Marketers Lips
Total Customer Growth does an excellent job of distilling the various parts and pieces of ABM into a blueprint for effective sales and marketing success. The evolution to Total Customer Growth and leveraging Sales, Marketing, and Client Success collaboration across the customer lifecycle just makes so much sense.
Bob Abrahamson, Chief Marketing Officer, pCare
Rock Solid ABM Bible!
Adam and Ben make the complex simple to understand and roll out! I love it. Mandatory reading for my business development and sales teams!
Charles Cantu, Founder Rest Digital
Practitioners who know what they're doing
ABM is one of the most powerful frameworks for effective business performance, yet - according to my most recent survey data (I help companies with business issues) - more than 65% of implementations don't live up to their potential, leading to opportunity losses and economic waste. Turinas and Person lay out a working methodology that significantly mitigates the risk of ABM while opening up its potential. Even better, this guide will fix or amplify your current implementation so the CFO and CEO won't give you a WTF on justifying sales and marketing spend.
Rob Ciampa
How to transform average sales into supercharged account based selling
Total customer growth was a compelling study on how to transform average sales into supercharged account based selling. It was a thorough and prescriptive look as to how to grow a company, sales team and leadership mindset with ABM. It helps you navigate through this dynamically evolving market where social media, AI and tools with which to reach customers are changing fast and a sales operation must evolve or die.
Danny Scalisi, Chief Growth Officer, Bluestream Health
What’s in the Book?
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 11 Envisioning ABX and Total Customer Growth
Chapter 12 Account Insight-Driven Growth
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
Epilogue - Why We Wrote This Book
Acknowledgments