The 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 Alisha 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