How to ABM: Q&A with three leaders who literally wrote the book on it

By Matt Heinz, President of Heinz Marketing
Account-based marketing has emerged strongly over the past 2-3 years as a more disciplined, interactive way for sales and marketing to increase focus, conversion and velocity amongst their most important, strategic target accounts.  And until recently the best practices around ABM have been found primarily in blog posts, a few white papers and keynote presentations at the right conference.
Earlier this spring, Demandbase published a complete, book-level guide to ABM.   It’s a great book for both those just getting started with ABM as well as those looking for ways to scale it efficiently and cost-effectively.
Written by Chris Golec, Founder and CEO, Peter Isaacson, CMO, and Jessica Fewless, VP of ABM Strategy at Demandbase
I sat down recently with the book’s authors to dig into a few ABM topics deeper.
There’s a lot of content about ABM out there.  How is this book different?
You’re right, there is a