Learn How to Win and Grow Customers For Life with ABM and ABX Strategies.
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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 Health Launchpad, a leading health tech 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.
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