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By: Edward Blackwell (Author)

Account-Based Marketing is positioned as a practical guide for building and improving account-based marketing in B2B organizations. It is written for mid-career marketers who want to deepen their ABM expertise and lead strategic growth. The book is described as useful for readers who are new to ABM as well as those refining an existing approach. It focuses on models and frameworks intended to help build ABM capability through the right structure, processes, and organizational alignment.

The book sets out specific areas of learning and execution. It states that readers will learn how to develop and implement ABM strategies that fit different customer segments. It also highlights the importance of understanding and applying five core types of ABM, with guidance on how to use them to maximize impact. In addition, it describes how to build ABM programs that scale, using operational frameworks intended to support implementation across a business. Alongside strategy and operations, the book includes forward-looking coverage on generative AI and its role in evolving marketing practices.

Real-world examples are part of the promise. The book description notes detailed examples from well-known organizations, including Accenture, Salesforce, and Vodafone. These examples are presented as part of the practical approach, alongside tools and expert perspectives intended to support ABM work in real teams and environments. The overall positioning emphasizes ABM as a way to deliver outcomes with top customers across reputation, relationships, and revenue.

The author information presented with the book frames the perspective behind the guidance. Bev Burgess is identified as founder and Chief Executive at Inflexion Group and is described as a worldwide authority on Account-Based Marketing. The author biography states that she has held senior marketing roles at British Gas, Epson, Fujitsu, and ITSMA. It also states that she first codified ABM in 2003 and has personally helped over 40 influential firms accelerate account growth. The author is also credited with other ABM titles published by Kogan Page.

The table of contents outlines the book’s scope from context through execution. It includes chapters on how ABM is reshaping B2B marketing, the business perspective, and the customer’s perspective. It then moves into designing the right ABM strategy, followed by chapters dedicated to specific ABM types, including Strategic ABM, Scenario ABM, Segment ABM, Programmatic ABM, and Pursuit Marketing. Later chapters cover building capability and looking ahead, and the contents list a foreword as well.

Overall, the book presents itself as a handbook-style resource for marketers who want to design the right ABM strategy, apply the main ABM approaches, and build the internal capability to run ABM with operational discipline. It positions ABM as a structured practice that can be implemented through clear strategy choices, defined types of programs, and organizational readiness, supported by frameworks, tools, and examples.

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