"The ABM Effect" by Alisha Lyndon > Marketing Book Podcast

The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon

About the Book

Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation.

However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right.

Account-Based Marketing (ABM), pioneered by Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients.

Packed with real-life stories and insights, this book reveals how-to approaches for:

Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution
Removing friction from the buying processes through the alignment of selling and marketing efforts
Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships

The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.

About the Author

Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts.

She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment.

Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft.

Alisha is also the host of the Account-Based Marketing Podcast, is a regular contributor to Forbes, and is a speaker on growth topics.

And, interesting fact – she is living in the 4th house she designed herself!

Listen to the Interview…

Links…

The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon (Amazon)
Alisha Lyndon (LinkedIn)
Momentum ITSMA
Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus by Bev Burgess and Tim Shercliff (Marketing Book Podcast interview)
A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts (2nd Edition) by Bev Burgess and Dave Munn (Marketing Book Podcast interview)
The One to One Future: Building Relationships One Customer at a Time by Don Peppers and Martha Rogers, Ph.D.
Competing on Thought Leadership: How Great B2B Companies Turn Expertise Into Revenue by Robert Buday (Marketing Book Podcast interview)
B2B Social Selling Strategy: Connect with Customers, Build Relationships, and Drive Sales by Julie Atherton (Marketing Book Podcast interview)
The Growth Leader: Strategies to Drive the Top and Bottom Lines by Scott K. Edinger (Marketing Book Podcast interview)
The JOLT Effect: How High Performers Overcome Customer Indecision by Matthew Dixon and Ted McKenna (Marketing Book Podcast interview)
Humanizing B2B: The New Truth in Marketing That Will Transform Your Brand and Your Sales by Paul Cash and James Trezona (Marketing Book Podcast interview
To Sell is Human: The Surprising Truth About Persuading, Convincing, and Influencing Others by Daniel Pink
The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth by David C. Baker (Marketing Book Podcast interview)

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