Total Customer Growth

“Rock Solid ABM Bible,” - Charles Cantu, founder of Rest Digital



“TCG Will be the Next Acronym on Every Marketers Lips,” - Bob Abrahamson, chief marketing officer, pCare



“This book is very well written and full of actionable insight. I especially appreciate the many free tools offered for download as part of the book purchase,” - Kelly McDermott, chief marketing officer, of Caregility



“A fresh take on ABM. It’s the sort of book you can come back to frequently for how-to’s and ideas,” - Drew Neisser, Founder of CMO Huddles and award-winning author



If you have read or considered great books like ABM is B2B by Sangram Vajre or A Practitioner’s Guide to Account-based Marketing by Bev Burgess, you will enjoy this fresh and up-to-date take on ABM.



Adam and Ben speak with hundreds of sales and marketing leaders every year. Several recurring issues come up: How to get started with ABM, how to win and grow a more profitable customer base and how to turn marketing into a competitive advantage.



This book will answer these questions about ABM and propose a new, more holistic model for making your sales and marketing more effective.



ABM is part of the answer and is emerging as the way to acquire new and more profitable customers. In addition, a relatively new concept has emerged called “account-based experience” (ABX) that addresses how to cross-sell, upsell, and convert customers into evangelists.



This book proposes a new more efficient model that combines ABM, ABX, and other account-based strategies. We call it…



Total Customer Growth



Total Customer Growth is a system involving sales, marketing, and customer success to find, engage, convert, and grow profitable customers for life. It is a holistic approach to building a sustainable, long-term business model.



We wrote this book as a comprehensive practical guide to ABM, ABX, and Total Customer Growth. The book includes how-to guides, strategic rationales, examples, and references to online resources to help in your journey.



The book is divided into four parts:



Part 1 - Strategic Foundations of Total Customer Growth


Chapter 1 Why ABM Is Transforming B2B Sales and Marketing


Chapter 2 The Total Customer Growth Framework


Chapter 3 Starting with Intent


Chapter 4 Targeting


Chapter 5 The Buyer Journey


Chapter 6 ABM Campaign Strategies and Personalization


Chapter 7 Engagement and Content Planning



Part 2 - Putting ABM into Action


Chapter 8 The ABM Technology Platform


Chapter 9 SDRs: ABM’s Secret Weapon


Chapter 10 Measurement Matters



Part 3 - ABM to ABX


Chapter 11 Envisioning ABX and Total Customer Growth


Chapter 12 Account Insight-Driven Growth


Chapter 13 Turning Customers into Positive Influencers



Part 4 - Get Moving. Get Scaling.


Chapter 14 Think/Crawl/Walk/Run


Chapter 15 Scaling and Evolving


Chapter 16 Being Agile


Chapter 17 The Total Customer Growth Organization