The Best Account Based Marketing Books for Driving B2B Marketing Success

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In the dynamic world of B2B marketing, staying ahead means constantly learning and adapting.

In addition to your own observations while working as a B2B marketing professional, studying practical strategies from other experts is a great way to learn.

To help you continue to refine your approach to account based marketing (ABM), here are the best account based marketing books.

1. ABM is B2B.: Why B2B Marketing and Sales is Broken and How to Fix it - Sangram Vajre, Eric Spett

When you're looking for the best account based marketing books, you will come across B2B marketing expert Sangram Vajre, co-founder of Terminus. In this book, he and Eric Spett delve into the close relationship between B2B marketing and sales, especially in the context of account based marketing. They suggest that ABM isn't just a marketing tactic, but a holistic business strategy that unites marketing, sales, and customer success teams.

The book addresses a startling statistic: less than 1% of leads generated by marketing teams become customers, highlighting the inefficiency of traditional lead-generation methods.

Vajre and Spett emphasize the importance of targeting and engaging with accounts that have the highest potential for growth, thereby redefining the value of marketing within the sales process​​.

2. A Practitioner's Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts - Bev Burgess, Dave Munn

This book offers a comprehensive exploration of account based marketing as a business practice.

It provides a clear, step-by-step process for setting up an account based marketing program to accelerate growth. This guide is particularly useful for readers looking to implement ABM strategies within their organizations, providing practical insights into the development and execution of effective ABM programs​​.

3. Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue - Chris Golec, Peter Isaacson, Jessica Fewless

Written by Chris Golec, Peter Isaacson, and Jessica Fewless, this book addresses the changing discipline of marketing.

Another excellent account based marketing book, it highlights the significance of ABM in the B2B sector, where companies spend billions on marketing each year. The book provides a framework for targeting and engaging with companies that are most likely to drive revenue growth, making it a vital read for marketers looking to refine their ABM strategies​​​​.

4. Account-Based Marketing For Dummies - Sangram Vajre

Account-Based Marketing For Dummies demystifies the concept of ABM. It provides tools to transform the current approach to B2B marketing, focusing on meeting customer demands.

The book offers expert tips and step-by-step instructions for analyzing data to identify key accounts and executing effective techniques. It also discusses aligning sales and marketing teams for greater success and integrating campaigns with marketing automation software, making it a practical guide for sales and marketing professionals already using CRM tools​​.

5. The ABM Effect: How To Win, Retain and Grow Valuable Clients For Market-Beating Growth - Alisha Lyndon

Alisha Lyndon, founder of Momentum ITSMA, shares her expertise in this book. “The ABM Effect” is a radical rethinking of the roles of selling and marketing in strategic client management. The book simplifies effective methods for uniting sales and marketing teams, focusing on securing, retaining, and growing strategic accounts. It offers strategies for understanding client buying processes, insights into buying cycles, and tips for building trust and leveraging client perspectives for sustainable growth​​.

Final Thoughts About the Best Account Based Marketing Books

These five books on account based marketing offer a wealth of knowledge and practical advice, providing a roadmap for anyone looking to excel in ABM. From redefining the relationship between marketing and sales to offering step-by-step guides for executing ABM strategies, these reads are essential for anyone looking to thrive in the B2B marketing space.

About the Author

Hi, I'm Justin and I write Brand Credential.

I started Brand Credential as a resource to help share expertise from my 10-year brand building journey.

I currently serve as the VP of Marketing for a tech company where I oversee all go-to-market functions. Throughout my career I've helped companies scale revenue to millions of dollars, helped executives build personal brands, and created hundreds of pieces of content since starting to write online in 2012.

As always, thank you so much for reading. If you’d like more personal branding and marketing tips, here are more ways I can help in the meantime:

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