Sloan Newman is an award-winning marketing executive, strategist, and ABM leader whose work has influenced millions in pipeline across the globe. With 15 years leading demand generation, digital strategy, and marketing operations across AI and enterprise technology, he has been recognized by Forrester, B2B Marketing Awards, American Marketing Association, and multiple industry excellence awards as a team member. Sloan holds advanced degrees in Marking from France and the UK. He's known for his hands-on leadership and his core belief that ABM-done right-is the ultimate team sport. He lives in Charleston, SC, with his wife and dog.
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Description
List of Figures........................................................................................vii Foreword................................................................................................ix Acknowledgments....................................................................................xi Introduction.........................................................................................xiii Chapter 1 The Soul of Strategic ABM................................................1 Chapter 2 The Strategic Pivot to 1:1 ABM.........................................7 Chapter 3 Designing the Bespoke Experience..................................31 Chapter 4 Identifying and Selecting Your Strategic Accounts...........57 Chapter 5 Deep Account Intelligence and Understanding................79 Chapter 6 Crafting the Bespoke Account Experience.......................97 Chapter 7 Implementing 1:1 ABM Operations..............................121 Chapter 8 Real-Life Success Stories and Lessons Learned...............147 Chapter 9 Measuring Impact and Scaling for the Future................171 Chapter 10 What Does It All Mean?................................................191 Bibliography........................................................................................195 About the Author.................................................................................199 Index..................................................................................................201
"It's an honor to be featured among such powerful ABM voices in this book. Sloan has interspersed the book with his personal experiences which reflect the human-centered nature of how this book is written. It shows the purist nature of ABM and how personalization and intent drive real impact. If you are looking for a strategic approach and creative ABM 1:1 ideas with practical examples, you will be drawn in from page one!" - Gayle Duffy, Global Strategic ABM Advisor