If you’re looking for a comprehensive guide to fixing the broken a B2B marketing and sales relationship, “ABM is B2B: Why B2B Marketing and Sales is Broken and How to Fix it” might be the perfect book for you.

This book has proven to be the best resource on the subject for many readers.

In this article, we will delve into the seven key takeaways from the book that are sure to be top-of-the-shelf reference material for anyone looking to improve their B2B marketing and sales strategies.

From identifying the flaws in traditional marketing and sales approaches to implementing account-based marketing techniques, this book covers it all.

1)     The old world of vanity marketing for B2B is built on form fills, MQLs, sales readiness and sales handoffs, but this lacks meaningful insight into who’s entering the pipeline

2)     The old world of being disconnected from commercial impact has a ‘leads at all costs’ approach

3)     A good approach to move from the old world to the new world of ABM is to start with a pilot programme of the 100 top accounts. The HIT LIST

4)     Moving to a pilot programme means that you build good practice, focussed on segmentation and sales team communication

5)     ABM starts with good business wide communication on the HIT LIST to focus on best-fit, most likely to buy segment of addressable markets

6)     In the new world of ABM, the marketing relationship continues past lead gen and into building communities, Lifetime Value (LTV) and personalisation. So across the whole funnel, not just the top of the funnel

7)     The benefits of moving to full fat ABM is increased conversions, retention and expansion in current accounts. Metrics that are business critical results not vanity metrics.

The book offers valuable insights into the flaws of traditional approaches and provides practical solutions to help businesses achieve success in this field.

The seven learnings covered in this article only scratch the surface of what this book has to offer.

With its comprehensive coverage and actionable advice, “ABM is B2B” is the go-to reference material for marketers and sales professionals looking to improve their strategies and drive business growth.

Check it out on Amazon HERE