Account-based marketing flips traditional marketing on its head — focusing resources on a defined set of high-value accounts and treating each as a market of one. This program equips participants with practical ABM skills, covering how to align sales and marketing to win and grow target accounts.
As B2B marketing becomes more targeted, ABM skills are increasingly valued. This course combines ABM strategy with practical execution and introduces emerging trends in account-based marketing.
Course Objectives
Upon the successful completion of this program, attendees will be able to:
- Understand account-based marketing concepts
- Understand how ABM differs from traditional marketing
- Understand ABM types and models
- Align sales and marketing
- Identify and select target accounts
- Research and understand accounts
- Map account stakeholders
- Develop account insights
- Build account-specific value propositions
- Create personalised campaigns
- Choose ABM channels and tactics
- Engage target accounts
- Coordinate sales and marketing plays
- Measure ABM performance
- Scale and optimise ABM
- Apply emerging trends in account-based marketing
Course Outline
- Module 1: Account-Based Marketing Concepts
- Module 2: ABM vs Traditional Marketing
- Module 3: ABM Types & Models
- Module 4: Aligning Sales & Marketing
- Module 5: Identifying & Selecting Target Accounts
- Module 6: Researching & Understanding Accounts
- Module 7: Mapping Account Stakeholders
- Module 8: Developing Account Insights
- Module 9: Account-Specific Value Propositions
- Module 10: Creating Personalised Campaigns
- Module 11: ABM Channels & Tactics
- Module 12: Engaging Target Accounts
- Module 13: Coordinating Sales & Marketing Plays
- Module 14: Measuring ABM Performance
- Module 15: Emerging Trends: Account-Based Marketing
Who Should Attend
This course is intended for B2B marketers, sales and marketing professionals, and managers who want to apply account-based marketing. A basic marketing or sales foundation is helpful.
Registration & Inquiry
For more details & inquiry, please contact us at:
