Tech Marketing Leaders Launch New Book: A Total Guide to Creating Customer Growth, Winning Business Through Account-Based Marketing
AUSTIN, Texas (PRWEB) June 20, 2023 -- A new book was launched today by long-time technology marketing executives -- co-authors Ben Person and Adam Turinas -- targeting Business-to-Business (B2B) sales and marketing leaders.
Total Customer Growth is now available and is a practical guide to a new and fundamental way to approach Account-based Marketing (ABM). The book is a 200-page guide for creating successful marketing strategies and tactics, growing and obtaining new customers, and winning new business.
While 77 percent of firms practicing ABM have seen an increase in revenue attributed to ABM (ITSMA 2022 ABM Benchmark Report), ABM is hard to implement and has become confusing to many executives.
In this already highly-rated new book for B2B marketers, the authors help demystify ABM and provide a new way of thinking about how to understand and apply the principles of account-based marketing. With Total Customer Growth, readers can understand the system that is involved throughout the journey -- from sales, marketing, and customer success -- to find, engage, convert, and grow profitable customers for life. It is a holistic approach to building a sustainable, long-term business model.
The book provides examples of how-tos, strategic rationales, examples, and references to resources to help the reader implement each of the strategies. It is divided into four parts:
- Part 1: reviews the concepts of the Total Customer Growth Model, including the strategic foundations of ABM.
- Part 2: a practical guide for getting started with ABM as a first major step toward Total Customer Growth.
- Part 3: how to evolve from simply using ABM as an acquisition tool into the concepts of ABX and strategies to grow your existing customers.
- Part 4: how to steer your organization toward Total Customer Growth, the steps to take, and how to get there.
Reviews have been extremely positive, including the following:
“Rock Solid ABM Bible,” said Charles Cantu, founder of Rest Digital.
“TCG Will be the Next Acronym on Every Marketers Lips,” said Bob Abrahamson, chief marketing officer, pCare.
“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,” said Kelly McDermott, chief marketing officer, of Caregility.
“A fresh take on ABM. It’s the sort of book you can come back to frequently for how-to’s and ideas,” said Drew Neisser, Founder of CMO Huddles and award-winning author.
You can learn more about Total Customer Growth at https://totalcustomergrowth.com/. The book is available in paperback and eBook on Amazon and other online bookstores.
About the Authors:
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 expertise in the ServiceNow and MarTech ecosystems. Ben previously served as the CMO for Nuvolo and as a Global ServiceNow Leader for Dell.
“The move to ABM became a no-brainer when the data proved the value in such a short amount of time. When we saw the direct correlation from intent to pipeline creation over the course of just a couple of months, we knew we were onto something that we could scale up across sales development representatives (SDRs), sales, and customer success,” said Person.
Adam Turinas 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 Healthlanchpad, a leading health tech marketing firm that is teaching clients how to use ABM.
“ABM has become a festival of three-letter acronyms. There’s ABM, ABX, which means account-based experience. ABE, which also means account-based Experience, but also Account-based Engagement or Account-based Everything. There’s even ABGTM, a new spin on ABM. It has become ABC, Account-based Confusing,” said Turinas.
Adam Turinas, Healthlaunchpad, https://totalcustomergrowth.com/, 1 862-222-6193, [email protected]
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