Account-Based Marketing (ABM)

Overview

Account Based Marketing (ABM) is one of the most successful B2B marketing strategies in today’s disrupted and increasingly competitive marketplace. This interactive one-day workshop shows how ABM can help you systematically target, develop and win accounts that match your ideal client or customer profile. 

The latest ABM approach combines the best of Key Account Management with strategic marketing principles. Coordinating sales and marketing enables you to develop a 360-degree view of the client organisation and the key contacts within it. You will learn how to use ABM to align your sales and marketing teams and processes with the buyer’s own process in high value target market segments.  

You will leave the course with an understanding of ABM and how to create a personalised buyer experience, to qualify and nurture leads through to the sales close.  

This course is delivered by Patrick Rea. Patrick is a specialist in B2B and ABM processes and systems with over 25 years’ experience, working with marketing to blue-chip companies in the UK and EMEA such as at Basware, Global Knowledge and Serena Software. 

Who should attend?

B2B marketers and sales mangers considering the development of an ABM strategy to market high-value, complex solutions in competitive markets. 

Learning outcomes

• Understand the value and impact of Account Based Marketing  
• Plan a strategy: set targets and KPIs for ABM 
• Align sales and marketing with the buyers’ requirements, people and processes  
• Define key tactics to generate awareness and leads in target markets 
• Partnership marketing: develop and leverage relationships with a clear ROI
• How to qualify, nurture, develop and close 
• How to ring-fence, up-sell and cross-sell clients 
• Develop your Marketing Technology stack - integrating the latest Al
• What to measure ABM-based sales and marketing performance  
• How to produce an integrated ABM Framework