About
Bev is renowned globally as the leading authority on Account-Based Marketing (ABM). Bev…
Articles by Bev
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Sustaining successful business relationships
Sustaining successful business relationships
By Bev Burgess
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What will the future of thought leadership look like?
What will the future of thought leadership look like?
By Bev Burgess
Activity
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In a world where the gulf between winners and losers is growing, Inflexion Group can help you be on the right side of the divide. Winners focus on…
In a world where the gulf between winners and losers is growing, Inflexion Group can help you be on the right side of the divide. Winners focus on…
Liked by Bev Burgess
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Great visual from ‘the’ ABM experts Bev Burgess & Louise Jefferson. I would add that deep-dive account insights are especially crucial in early…
Great visual from ‘the’ ABM experts Bev Burgess & Louise Jefferson. I would add that deep-dive account insights are especially crucial in early…
Liked by Bev Burgess
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Are you running a blended #abm strategy? Take a look at this to compare your approach.
Are you running a blended #abm strategy? Take a look at this to compare your approach.
Shared by Bev Burgess
Experience
Education
Publications
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Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus
Kogan Page
Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers.
Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them.
Account-Based Growth introduces a comprehensive framework for improving…Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success and your executives around your most important customers.
Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them.
Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter plus a comprehensive checklist to help you improve your own company's approach to its most important customers.
Each element of the framework is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow and Telstra. -
A Practitioner's Guide to ABM: Accelerating Growth in Strategic Accounts (2nd Edition)
Kogan Page
As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns.
Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.
A Practitioner's Guide to Account-Based Marketing outlines a…As some of today's major and complex companies are worth more than the GDPs of some countries, traditional marketing approaches, such as glossy corporate campaigns, will have limited returns.
Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.
A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.
This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing. -
Executive Engagement Strategies: How to Have Conversations and Develop Relationships that Build B2B Business
Kogan Page
Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value.
When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those…Win the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value.
When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels.
Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers. -
A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts (1st Edition)
Kogan Page
Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent…
Account-based marketing, also known as client-centric marketing, is in the process of transforming modern marketing practice. It involves taking a strategic approach to business to business marketing, whereby important individual accounts are treated as markets in their own right. After all, many of the world's leading companies have annual revenues the size of some countries' GDP, so for the businesses that provide services and solutions to these companies, such key accounts truly do represent a global market. A Practitioner's Guide to Account-Based Marketing explores the development of account-based marketing (ABM) as a business practice, and outlines a clear, step-by-step process for readers who wish to set up an ABM programme to accelerate growth.
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Marketng Technology as a Service: Proven Techniques that Create Value
John Wiley & Sons
Despite the fact that vast engineering networks are the foundations of modern society, the services that technology companies provide over them have been a relatively neglected area of study. As a result, marketing in some technology businesses has been depressingly tactical and inconsistent. Marketers with little experience, and even less professional training, run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the…
Despite the fact that vast engineering networks are the foundations of modern society, the services that technology companies provide over them have been a relatively neglected area of study. As a result, marketing in some technology businesses has been depressingly tactical and inconsistent. Marketers with little experience, and even less professional training, run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the market each quarter. Many work on the unchallenged assumption that markets are fast changing and that customers only want the lowest prices. Yet this industry has liberated human imagination in the internet and convinced the world that they must have a PC and a mobile phone. Now, as a result of profound, relentless, global forces, some of the leading firms and greatest minds in it are at last turning their attention to service. With the advent of ‘cloud computing’ and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience. “This new book Marketing Technology as a Service is another major contribution to technology companies for the cultivation of service needs worldwide.” – Mr Zhang Ruimin, CEO and Chairman, Haier Group, Beijing “Young and Burgess describe a shift in mindset and pragmatic techniques that are quite doable – Rae Sedel, MD, Global Technology Practice, Russell Reynolds Associates. “This book provides practical and insightful advice on how to use services to turn technology into value add solutions for real people – Rudy Provoost, CEO, Philips Lighting
Languages
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English
Native or bilingual proficiency
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French
Limited working proficiency
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Each year NTT DATA, Inc. gives us three volunteer days allowing us to give back to our community. Those who know me will know my passion for golf and…
Each year NTT DATA, Inc. gives us three volunteer days allowing us to give back to our community. Those who know me will know my passion for golf and…
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If you are launching or evolving a client-centric marketing programme for your firm, join me at PM Forum's 29th annual conference on 26th September…
If you are launching or evolving a client-centric marketing programme for your firm, join me at PM Forum's 29th annual conference on 26th September…
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Some useful data on ABM metrics here...
Some useful data on ABM metrics here...
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Great advice here from Farland Group, as always.
Great advice here from Farland Group, as always.
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📢Exciting News!📢 I’m thrilled to share that I’ve joined Digital Realty as the Growth Marketing Director, APAC. Personally, this is an incredible…
📢Exciting News!📢 I’m thrilled to share that I’ve joined Digital Realty as the Growth Marketing Director, APAC. Personally, this is an incredible…
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It's through our respect and acceptance of differences that our humanity grows. I stand with Ash Bakrania and so many of our incredibly bright…
It's through our respect and acceptance of differences that our humanity grows. I stand with Ash Bakrania and so many of our incredibly bright…
Liked by Bev Burgess
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I realized yesterday was my 90-day work anniversary at Elastic while spending the week representing the team in Colorado Springs for CIO100…
I realized yesterday was my 90-day work anniversary at Elastic while spending the week representing the team in Colorado Springs for CIO100…
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Great post from my colleague Louise at Inflexion Group here on refreshing your ABM programme.
Great post from my colleague Louise at Inflexion Group here on refreshing your ABM programme.
Shared by Bev Burgess
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