Course overview
Learn how to develop a successful Account-Based Marketing (ABM) programme. From an understanding of the principles through to practical exercises, this course gives you the tools to get your programme up and running.
Campus locations
What you'll learn
- Develop strategies to make sure marketing and sales work perfectly together
- Set realistic targets for your programme and what it can achieve
- Find the best companies to include in your programme
- Choose the technology you need to make it all work
- Plan the content and communications to make sure you succeed
Study method
- In-class
- Online
- Blended
Locations
- England
- London
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Duration study load
1 day (7 CPD hours)
Delivery
Home Learning
All learning products and services are currently being delivered digitally using the following engaging formats:
- Virtual classroom: Tutor-led, live, online classroom environments
- Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience
Who's it for?
In B2B companies:
- Marketing Managers
- Marketing Directors
- Communications Managers
Marketers will have the tools to set up and run ABM programmes
Account-Based Marketing is the most talked about subject in B2B, particularly because users find that employing an ABM strategy significantly improves the effectiveness of marketing activity.
Subjects
- Definitions and explanations of key terminology
- Why ABM has become the most talked about topic in B2B marketing
- Common ABM misconceptions
- Skills and resources needed to run an ABM programme
- Set the programme’s key aims
- Map out the key stages of the sales process
- Understand the needs of salespeople
- Explore the key responsibilities of team members and their relationships
- Resources you need to run your campaign
- Set goals and objectives
- Make sure everyone has realistic expectations
- Set meaningful and measurable targets along the way
- Agree to responsibilities across your organisation
- Set key measures for success
- How to choose the best targets
- The optimum number of companies to include
- Find the stakeholders in each company
- What criteria to use when choosing
- How to gather information to assess potential targets
- Data sources
- Planning typical customer journeys
- Media selection
- Publisher partnerships
- Other tools to help you
- Making your content stand out
- What technology or tools do you need?
- What are the best alternatives?
- What to ask when choosing tech partners
- Increase ABM volumes without losing your focus
- Use the principles of Account-Based Advertising
- Keep the salespeople on side
- Division between ABM for existing clients and prospects
- Building client accounts using ABM principles
- Turning clients into advocates
- How existing major accounts can help recruit new ones
- Keep Account Managers onside
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
