ABM is B2B.: Why B2B Marketing and Sales is Broken and How to Fix it
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FACT: Less than ONE percent of all leads become customers. As a business, how can you break that trend and achieve client fidelity?
In this book we reveal the secrets behind the framework that will sell and retain your customers.
Did you know that less than one percent of all leads become customers? It is a true and shocking stat, but there is a way to stop the waste and flip this around.
In this highly anticipated book, we reveal the secrets behind our signature TEAM – Target, Engage, Activate, and Measure – framework to transform your approach to market, increase sales, and retain your ideal customers.
Account-Based Marketing (ABM) is the new B2B. It‘s time to challenge the status quo of B2B Marketing and Sales, and transition to what the business arena already expects as the updated B2B model.
A transformation like this can only happen through an account-based approach that unites marketing, sales, and customer success teams (go-to-market teams) as #OneTeam. In summary, the TEAM framework coupled with the account-based approach enables your company to focus on the target accounts, engage them in a meaningful way, activate the sales team with top tier accounts proactively, and finally measure success based on business outcomes over vanity metrics.
It’s time to take the lead and transition your business to ABM.
The process is simple when you have the right book – ABM is B2B. What are you waiting for?
ASIN : B07VG62DRT
Publisher : Ideapress Publishing (July 21, 2019)
Publication date : July 21, 2019
Language : English
File size : 1984 KB
Simultaneous device usage : Unlimited
Text-to-Speech : Enabled
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Enabled
Word Wise : Enabled
Print length : 155 pages
Customers say
Customers find the pacing practical and understandable. They describe the book as a good read for all businesses. Opinions are mixed on the visual quality, with some finding it helpful and eye-opening, while others say it lacks detail and clarity.
AI-generated from the text of customer reviews
9 reviews for ABM is B2B.: Why B2B Marketing and Sales is Broken and How to Fix it
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Daniel E. –
ABM is B2B is the Visionaryâs Narrative on âwhy ABM?â
What makes ABM is B2B different from what you may have heard three years ago at choose-your-tech conference, is that the fabric of this narrative is woven with real stories, real examples, and real results. The field now has several years of widely varied experience to pull from, and can now say for itself, here is what ABM is and why it matters. This easily positions ABM is B2B as the visionaryâs narrative on âwhy ABM,â while also demonstrating that Account Based Marketing as it exists today is markedly different from what you may have been doing in the past.ABM is B2B takes Sangramâs personable and relatable communication style, blends it with real-life in-the-trenches stories, and shifts as much focus as possible onto the leading practitioners in the field today. This book delivers the narrative required to build a common understanding across the business, and it provides the framework that your team needs to establish that coveted common understanding of ABM. However, despite the excellent coverage that ABM is B2B brings to the subject, it struck me that a practitioner truly new to the concepts of ABM could still greatly benefit from a bridge between the lead generation of old, and todayâs ABM narrative. Enter Sangramâs 2016 book, ABM for Dummies.After reading both books back to back I walk away from the experience thinking about ABM for Dummies as the practitionerâs field guide. It provides actionable insight into building and executing as you transform your lead generation into ABM. So much so that, ten years in to my own B2B demand generation journey, I walked away from the book with a nineteen-point action plan.It is with this background that I can unequivocally say: If you are a visionary, read ABM is B2B, if you are a practitioner, read ABM for Dummies. But, if you want to understand the vision and you are looking for a bridge from the lead generation of old to the ABM of the future, then read both. The TEAM framework presented in ABM is B2B is easily applied to the practical tips of ABM for Dummies. Donât miss out.
Scott Marker –
ABM is B2B. is one of the single best B2B marketing and sales books I have ever read!
ABM is B2B. is one of the single best B2B marketing and sales books I have ever read! And, over the years I have read too many marketing and sales books to count over the course of my B2B marketing and sales career.I love that the authors donated all the proceeds of this book to the great nonprofit New Story, an organization that helps build a new life for thousands of people in North and Central America.What is ABM strategy? I love the Terminus definition.âAccount-Based Marketing Definition (2019): An end-to-end go-to-market strategy designed to focus a majority of marketing, sales, and success effort on the pre- and post-sales accounts with the highest likelihood of closing, through data-driven targeting and personalization programs at scale.âI have recently been introduced to one of the authors Sangram Vajre. I have immersed myself in his webinars, podcasts, and articles. So, I could really hear his voice while I read through the book.Both authors, Sangram Vajre and Eric Spett are the co-founders of Terminus, which is a company which specializes in helping other companies, âThe premise was simple: since only 1% of inbound leads became customers, we set out to build a solution to help marketers find their next best customer and give them everything they needed to create a conversation with them.â Which, I got from the book and then again right off their website.I loved their passion for teaching others the ABM strategy, but they also use the ABM strategy themselves. They not only drink their own Kool-Aid but live and breathe it. This makes this book so beneficial; these strategies and tactics have been successfully used by companies for many years. This book is not like a lot of books that talk a lot of theory, or the thinking that is outdated and not current today.The book suggests that the traditional marketing approach has been broken for years. For decades the best approach was simply to spray and pray. Marketing hasnât been held accountable like their counterparts in B2B sales. This book resonated so much with me because it validated much of what I have been preaching for years- marketing, sales, and customer service need to be closely connected as one team.In the book, Sangram and Eric say marketing should have a âSurround-sound approach that reaches the right people as early as possible.â Not a huge net, but a pear approach to marketing. Take a laser focus on a select set of accounts that fit the exact most profitable customers that your company can help the most. From there, select the exact people in the company that would be the buyers and influencers to focus your efforts on personalizing your marketing efforts.Flipping the funnel, Sangram Vajre talks about being a cornerstone of an ABM strategy. A simple, yet brilliant metaphor in understanding an ABM, or Account Based Marketing strategy. Rather than go after everybody, select a smaller group of specific accounts that meet your exact specifications for the perfect customer and then with laser focus put together campaigns to reach out to those companies and their stakeholders in a personal way. That’s the key- connecting in a personal way, not the wide net approach of much of traditional marketing that gives generic messages to everybody hoping someone will pay attention.The authors admit that many in sales have had it right for years, and even their names reflect that, Account Executive, Account Representative, etc. Most sales teams have focused on the account based level for years.I love how the authors talk about vanity metrics of marketing and many of the companyâs leaders buying in. What are vanity metrics? Anything that canât be shown to add to the bottom-line, i.e. number of visitors to a website, likes, leads, etc. Yes, a high number of leads from marketing could actually be slowing down bringing in new business. Why again? Something most salespeople have known for years, many of the leads havenât been qualified and the sales team has to wade through numerous unqualified leads to find one that is a qualified buyer.I love the way the authors say that an ABM strategy might not be for everyone, which it isnât, but it has shown by many examples in the book, large and small, to have a tremendous impact on bringing in more revenue than traditional marketing strategies.In summary, this is a B2B marketing and sales book that I would highly recommend to any CxOs and management if youâre looking to learn up to date strategies that work in todayâs ultra-competitive digital world we live in today.
Amazon Customer –
Worth reading
Since this was not my first book on the ABM topic I have read, I was expecting a little bit more detailed ABM tactics description. Even though it provides great guidelines for implementing the ABM approach into your organization it still misses at least one level of detail for real execution. Which makes sense as it is a book for every B2B marketing or sales manager and not an operational plan for a specific company. But that is where the ABM execution devil is – in the details. Moreover, I was a little bit disappointed that almost one-third of the whole content is just referencing other resources (still very valuable).
Bill Cushard –
This is not a marketing book. It is a customer book.
I don’t know much about account-based marketing. I wanted to learn it, which is why I got this book. I found is eye-opening….in particular two things:1. ABM simplifies how I can do marketing. I quite literally have started to change how I do marketing…..creating a list of 219 accounts that I would love to land….and have started creating marketing just for those accounts. Not good enough yet to segment that list and offer different messaging to each….but I’m getting there. I’m not really trying to ‘get leads’ anymore…it’s more like “How to we get the right people at these accounts to talk to us.”2. The Thomson Reuters story opened my eyes about ABM as a means to a) bring marketing, sales, and customer success together; and b) use ABM to retain and expand customer relationships.This book is useful to me. And I really think everyone in customer success should read this book, especially if they want to improve customer retention and expansion. It’s not just for marketers.
Carlos Vinicius –
Great book for those who Works in B2B!
Desmo-Jack –
I thought I was getting more tools and practical examples from this book, but this is a very high level description of very easy concepts, nothing really for experienced professionalsRather ok for students
Dirk Schart –
Sangram packed the basics, a framework, and real-world examples into an easy consumable book. It is a good mixture between learnings and guidance which helps me to improve our ABM strategy.
Carolina M. –
Fantastic book! I’ve read, scribbled on, highlighted and taken many notes of new things to try. It’s a very practical book with lots os stories from ABM professionals. Whether you are a beginner with just some basic understanding of ABM or already started in your path, this book will help you build the foundation of your program and remind you of some of the steps you might have skipped along the way. Although it was written by an ABM vendor, at no point it becomes a sales pitch. I can’t recommend it enough. Totally worth getting a hard copy so I can revisit it as I work through my plans.
Samir Kumar Sah –
It is a must-have book on driving real customer-centric B2B marketing.I became a fan of two in statements in this book:-1. Book opening statement: “THE VALUE OF MARKETING IS DEFINED BY SALES.”2. #ONETEAM. THE BEST ORGANISATIONS IN THE WORLD ACT AS #ONETEAM – SALES TEAM, MARKETING AND CUSTOMER SUCCESS TEAM.”The book tickles your brain on transformative B2B marketing which requires leadership buy-in.Authors have tried to cover beautifully why most ABM fails and why many struggle to implement ABM. They mention that because they donât know where they fall on the stages of the B2B Maturity Curve, so they donât know what to do first.So, the book covers in detail about “B2B MATURITY CURVE” and what B2B marketing should look like from starting stage to B2B1.0 to B2B2.0 stage.Authors coin a new framework “TEAM” (TARGET, ENGAGE, ACTIVATE AND MEASURE) to achieve gradual success. It also explains step by step how to align TEAM framework to companies B2B Maturity curve.I really enjoyed this book because of the insights it presents, explanation with real case studies and actionable strategy for any type of B2B (small or big).Read this book:-1. To know why your B2B marketing is failing.2. To understand if you are targeting vanity metrics in B2B.3. To understand and implement to know where do you exist in B2B Maturity Curve.4. To apply TEAM framework to achieve success in B2B Marketing which drives revenue.5. To apply TEAM framework while being #ONETEAM and break silos.