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Course description

B2B Account Based Marketing

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.

Suitability - Who should attend?

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.

Outcome / Qualification etc.

During this course you will learn to:

  • 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

Training Course Content

What is Account Based Marketing?

  • 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

Align sales and marketing

  • Set the programme’s key aims
  • Map out the key stages of the sales process
  • Understand the needs of sales people
  • 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 responsibilities across your organisation
  • Set key measures for success

Choose target accounts

  • 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

Customer journey mapping and defining content needs

  • Planning typical customer journeys
  • Media selection
  • Publisher partnerships
  • Other tools to help you
  • Making your content stand out

Structure CRM and marketing automation

  • What technology or tools do you need?
  • What are the best alternatives?
  • What to ask when choosing tech partners

Roll out campaigns

  • Increase ABM volumes without losing your focus
  • Use the principles of Account Based Advertising
  • Keep the sales people on side

ABM to grow existing customers

  • 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

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Members: £400 + VAT

Non-members: £450 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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Institute of Data & Marketing

DMA House
70 Margaret Street London

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