What you'll learn:
- What is Account Based Marketing (ABM)? Why it is critical to marketing today?
- Understand your business & define the job to be done
- How to create your Total Addressable Market (TAM) & Ideal Customer Profile (ICP)
- How to identify target accounts, key personas, & incorporate those into an ABM campaign
- How to help facilitate sales & marketing alignment for the most impact & success
- Practical Application of ABM in Marketing Campaigns
- Practical Application of ABM for ISR/SDR Campaigns
- Practical Application of ABM in Sales Campaigns & Sales Prioritization
- How to create predictable pipeline for your ABM & demand generation teams
- Understanding of ABM Marketing Technology (MarTech) & Sales Technology (SalesTech)
- Understanding of how to get going with your ABM strategy & piloting ABM
The concept of Account Based Marketing (ABM) is filled with buzzwords, big promises, and a fair amount of confusion. This course focuses on understanding the key principles of strategy that can be applied regardless of your technology stack or business type. Learn how to understand your business, talk the language of sales when it comes to compensation and aligned targets, and the critical approach of asking questions to ensure you minimize random acts of marketing while driving towards outcomes.
Enjoy hearing stories of real-world applications, mistakes, and victories. This course goes into the good, the bad, and the ugly to learn from mistakes, successes, and lessons learned over a career.
A few of the benefits you'll walk away from this course with:
Understand your business strategy and key go-to-markets
Align your ABM approach to ensure maximum impact
Ensure tight alignment with sales
Reduce random acts of marketing
Much of the content on account based marketing is limited to filling the funnel and positioning the technology vendors in the space. In this course, we start with the strategy and create a scalable and repeatable framework throughout the entire customer lifecycle:
Top of Funnel (TOFU) and Demand Generation
Supporting sales through the sales cycle and pipeline acceleration
Growing and retaining accounts through cross-sell, upsell, & reducing churn
We look at how to approach your account based marketing strategy with practical how-to's:
Help sales account selection and prioritization
Create more effective marketing campaigns and content strategies
Execute ABM with a channel partner
Deliver SDR/ISR programs that scale
Leverage ABM for cross-sell, upsell, and churn prevention
This class is for everyone in B2B marketing - from experienced or advanced ABM teams who want to take their programs to the next level to those just wanting to start and learn the foundations to springboard them into an exciting career. Everyone will benefit from this course.
