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LinkedIn Learning

Account-Based Marketing Foundations

via LinkedIn Learning

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Overview

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Concentrate your efforts to achieve maximum results. Learn the fundamentals of account-based marketing and create more engaging, targeted, and successful B2B marketing campaigns.

Syllabus

Introduction: Anatomy of an Account-Based Strategy
  • Changing the game with ABM
  • Defining account-based marketing
  • Assessing whether ABM is right for you
1. Getting Started
  • Introducing the TEAM framework
  • Executing ABM through account lifecycle
2. Target Accounts
  • Creating your ideal customer profile
  • Building a 360-degree account view
  • Creating target account lists
3. Engage Clients
  • Creating meaningful engagement models
  • Communicating authentically in ABM
  • Orchestrating multichannel campaigns
4. Activate Sales
  • Activating sales with data
5. Measure Success
  • Measuring the new B2B funnel
  • Reporting to your C-suite and board
  • Forecasting your ABM pipeline
6. Case Studies
  • Case study: Measure the B2B funnel
  • Case study: Accelerating pipeline
  • Case study: Customer success
Conclusion
  • Next steps

Taught by

Sangram Vajre

Reviews

4.7 rating at LinkedIn Learning based on 977 ratings

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