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Account-Based Marketing
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Account-Based Marketing

The Definitive Handbook for B2B Marketers

Bev Burgess
Kogan Page, 2025
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Editorial Rating

9

getAbstract Rating

  • Comprehensive
  • Applicable
  • Concrete Examples

Recommendation

Account-based marketing (ABM) has come of age — and no one explains this B2B marketing approach with more clarity and depth than veteran executive and consultant Bev Burgess. In this comprehensive guide, she maps out the evolving landscape of ABM and guides both new and seasoned practitioners in implementing its five types: “Strategic, Scenario, Segment, Programmatic, and Pursuit Marketing.” Drawing on decades of experience advising top firms, Burgess’s text is essential reading for marketers ready to move beyond metrics and become strategic growth drivers.

Summary

Account-based marketing (ABM) delivers greater ROI and supports stronger customer relationships.

B2B buying is evolving. Massive external disruptions, including the rise of AI, decarbonization, political instability, and talent shortages, are intensifying companies’ expectations of strategic suppliers. Too, millennials and gen Z have become dominant in B2B decision-making, and these professionals bring a heightened consciousness of values such as sustainability, ethics, and equity.

ABM — applying “end-to-end marketing management” to one account at a time — shifts the focus of marketing from broad-based campaigns to highly targeted strategies tailored to individual accounts. First introduced in 2003, this approach offers greater ROI than other B2B marketing approaches in large part because it is not merely focused on lead generation or pushing pre-existing solutions.

Successful ABM requires an in-depth understanding of the customer’s needs and requires close alignment between marketing and sales. Practitioners work to build lasting relationships over the complete customer lifecycle and consider each...

About the Author

Bev Burgess is a veteran marketing executive, consultant, and trainer specializing in account-based marketing programs. She has advised many of the world’s most influential firms, primarily in the technology and professional services sectors. Her books include Executive Engagement Strategies; Marketing Technology as a Service; A Practitioner’s Guide to Account-Based Marketing; and Account-Based Growth. She’s a Fellow of the Chartered Institute of Marketing.

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