Account-Based Marketing Foundations
1hIntermediate2019-03-04
Authors
Sangram Vajre
Author, Keynote Speaker, CMO, Entrepreneur, and Category Maker
Course details
With fewer and fewer leads turning into customers, B2B marketers need a new approach. Done correctly, account-based marketing (ABM) can help you focus your resources on high-value accounts. This concentration aligns sales and marketing efforts and results in more engaging, targeted, and successful campaigns. Join industry expert, Sangram Vajre, to learn the fundamentals of this strategic business marketing framework. Sangram, author of the best-selling book, Account-Based Marketing for Dummies, introduces the TEAM—target, engage, activate, and measure—framework and explains how to identify the accounts and tools to get ABM done right. He explains how to focus on quality, not quantity; craft the right messaging; and analyze the results of your ABM effort. He closes with some compelling case studies that show the TEAM framework in action.
Learning objectives
What is account-based marketing?
Using the TEAM framework for ABM
Creating target account lists
Communicating authentically with clients
Orchestrating multichannel campaigns
Activating sales
Analyzing your ABM performance
ABM case studies
Learning objectives
What is account-based marketing?
Using the TEAM framework for ABM
Creating target account lists
Communicating authentically with clients
Orchestrating multichannel campaigns
Activating sales
Analyzing your ABM performance
ABM case studies
Skills covered
B2B MarketingFoundationsMarketing
Concepts
Introduction - Anatomy of an Account-Based Strategy
- 01 - Changing the game with ABM
- 02 - Defining account-based marketing
- 03 - Assessing whether ABM is right for you
1. Getting Started
- 04 - Introducing the TEAM framework
- 05 - Executing ABM through account lifecycle
2. Target Accounts
- 06 - Creating your ideal customer profile
- 07 - Building a 360-degree account view
- 08 - Creating target account lists
3. Engage Clients
- 09 - Creating meaningful engagement models
- 10 - Communicating authentically in ABM
- 11 - Orchestrating multichannel campaigns
4. Activate Sales
- 12 - Activating sales with data
5. Measure Success
- 13 - Measuring the new B2B funnel
- 14 - Reporting to your C-suite and board
- 15 - Forecasting your ABM pipeline
6. Case Studies
- 16 - Case study - Measure the B2B funnel
- 17 - Case study - Accelerating pipeline
- 18 - Case study - Customer success
Conclusion
- 19 - Next steps